CONSUMER INSIGHTS
Illuminating the evolving needs of the plant-based consumer.
Whether they’re buying in-store or online, eating in or dining out, the success of the plant-based foods industry is powered by consumers—and the incredible growth our sector has experienced in recent years demonstrates the many ways that consumers are connecting with plant-based products on shelves, on menus, and beyond. As our industry continues to expand and diversify, it’s essential that brands develop a deeper, more nuanced understanding of the plant-based consumer—who they are, what they believe, what drives them to purchase plant-based, how and where they’re buying, and what categories and products they enjoy—and that retailers and foodservice operators understand the opportunities for increased customer trial and loyalty that plant-based foods have to offer.
66%
of the U.S. population is engaged with plant-based foods
77%
of consumers believe sustainability is important when selecting food
52%
of consumers believe that plant-based dishes are healthier than meat-based dishes
The PBFA Marketplace team works every day to expand our collective knowledge of the consumer dynamics that shape our sector and the food industry at large—educating industry players about plant-based consumers and how to reach them; publishing data-driven reports, resources, and expert analysis of the latest insights; and providing our members with one-on-one consultations and individualized support to connect them with the most impactful information for their businesses.
DIG INTO THE LATEST DATA + RESEARCH
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Understanding Consumer Shopping Behavior/Beliefs Across Plant/Animal-Based Categories
October 2023
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2022 Plant-Based State of the Marketplace Summary Report
April 2023
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Uncovering the Unmet Needs of Plant-Based Consumers Report
March 2023
ILLUSTRATING HOW CONSUMERS INTERACT WITH PLANT-BASED FOODS
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PBFA’s insights provide a big picture view into the broader dynamics affecting plant-based purchasing—how demographics are responding to the plant-based category, how they’re making decisions across the store, how they’re making the shift from animal-based to plant-based products, and what opportunities exist for plant-based brands to better meet evolving consumer needs.
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As the plant-based foods industry continues to scale, our team is focused on helping brands, retailers, and foodservice operators obtain a deeper understanding of the plant-based consumer—including the motivations and beliefs around health, disease prevention, sustainability, and animal welfare that are often at the heart of plant-based purchases.
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While consumers seek plant-based products that align with their values, they also want products that offer satisfying eating experiences. Our research includes critical insights into consumer preferences and affinities around taste, texture, and functionality—what emerging products and cuisines are on the rise, what flavor profiles consumers crave, and how products can meet consumers’ need for versatility and convenience.
HELPING MEMBERS MAKE SAVVY DECISIONS + GROW THEIR BUSINESSES
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Whether our members are seeking answers to specific consumer questions, bespoke guidance on conducting or interpreting research, or more detailed walk-throughs of the latest data, our team offers personal consultations designed to equip our community with the best available insights they can use to navigate the broader marketplace.
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We want to equip plant-based companies to make the most informed business decisions for their bottom lines and effectively advocate for our industry—and that requires having the most up-to-date consumer data at their disposal. That’s why we’re always working to create, curate, and analyze the latest insights on purchasing behavior, consumer motivators and beliefs, and product trends.
To make putting our data into action as easy as possible for our members, we also equip them with custom presentation decks that make pitching to category managers and buyers a snap. All of our reports, decks, and one-pagers are free for our member community.
LOOKING AHEAD: PBFA’S CONSUMER MARKETING INITIATIVE
It’s time to cultivate the next phase of our industry’s evolution.
PBFA is working on a multi-pronged strategy to inform and inspire consumers to engage with plant-based foods across brands, products, and categories. As part of this, we are stewarding our dynamic community of plant-based brands and leaders, advocates, and experts to support the dissemination of a comprehensive consumer marketing initiative, designed to amplify the powerful voices of our members and partners, and speak to the hearts and minds of today’s consumers.
ARE YOU A DATA PROVIDER WHO WANTS TO WORK WITH PBFA?
Reach out to Linette Kwon, Data and Consumer Analyst at linette@plantbasedfoods.org.
MORE PLANT-BASED CONSUMER INSIGHTS
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