Enjoy a 10% discount when you use the code EQLYSEP23 at checkout from the 20th to the 30th of September 2023

Food and Nutrition Consumers are engaging with food and nutrition like never before. Our in-depth analysis examines the most important implications across the industry, providing market intelligence, original thinking and key insights.

Health Ambitions and Climate Concern Drive Plant-Based Diets

David Ingemar Hedin Profile Picture
David Ingemar Hedin Bio

Consumers who are trying to eat healthy are likely to reduce meat intake in line with the local dietary guidelines. Meanwhile, climate concern is underrated as a global force for change. In 2019, 60% of global consumers surveyed either agree or strongly agree with the statement “I worry about climate change”.

This still has to further mature into personal action and choice, but there is a case for cost-effective climate-smart solutions in food. Adding to the momentum, food trends that reach a certain level of popularity are usually boosted by social adoption. For example, a child asking for more plant-based food at home will likely affect the consumption of that entire family. We have seen how both organic and gluten-free benefit from it once the trend is mainstream enough. After that stage, we will even start seeing consumers choosing plant-based out of fear of looking out of place or unethical.

Change requires effort though and in a four-year period, meat is set to grow faster than meat substitutes (including tofu) in all of the largest meat markets of the world – China, Brazil, USA, India, in that order. The main weakness for substitutes products is high price and that both hinders its mainstream application and makes it vulnerable to economic turbulence. In Argentina for example, processed meat and meat substitutes were among the first non-necessities that consumers cut from their food budget as real wages declined. Fresh meat is seen as more of a staple and a necessary protein source that cannot be excluded.

Investors see big money in converting a part of the meat and dairy consumption in Europe and North America with something new. Substitutes are set to gain investors‘ interest from the fact that, unlike meat or milk, the products can be patented. Tasty manufacturing also requires a great deal of know-how, which serves as a barrier to entry for new potential competitors. Plant-based nutrition has this good fundamental for growth and potential to find a strong place in the global market during a ten year period.

To learn more watch our on-demand webinar The driving forces behind plant-based diets

Interested in more insights? Subscribe to our content

Explore More

Shop Our Reports

A Clean Evolution: Redefining Value and Priorities in Disposable Wet Wipes

The disposable wet wipes space is undergoing a clean evolution, as approaches to cleaning evolve against the backdrop of inflation, urbanisation and…

View Report

Navigating Inflation: How to Win in Private Label – Lessons from France, Germany and the UK

Private label – retailers’ alternatives to brands – tend to benefit from inflation. However, despite record inflation in France, Germany and the UK, the market…

View Report

Revisiting the Fundamentals of Snackification

Eating occasions and snacking patterns have been altered. With rising concern for health, consumers are seeking out nutritionally qualified snacks with more…

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More