The move to a more plant-focused diet is a long-term lifestyle decision that continues to gain momentum globally. While there is some experimentation regarding specifics of the diet, there is little movement back once one has taken the path forward towards more plant-based consumption.
Within this consumer journey are a high percentage of consumers (approximately 7 of 10) whose changes have been made just within the last two years, combined with an almost equally high concentration (6 of 10) who see this as permanent, versus only 10% who are experimenting.
The core motivations for this migration are broad and compelling: Health for today, health for tomorrow, and health for the world in which we live. The barriers to increased consumption are relatively easily overcome and appear grounded in perception as much as reality: taste, price, variety, convenience and nutritional content. The perceived shortage of selection availability speaks highly to the opportunity and need for aggressive new products.