Vegan, Vegetarian, and Flexitarian Consumers, 2nd Edition
Increasing concerns about health, animal welfare, and the environment are causing more consumers to turn to plant-forward diets. Some consumers are abstaining from animal products by going vegan or vegetarian, but many more are simply reducing consumption of animal products with a flexitarian or semi-vegetarian diet.
The pandemic has expanded interest in healthy eating and lifestyles, and in turn led to growing awareness of plant-based eating. Additionally, Inflation and supply issues causing high meat and dairy prices make flexitarian or semi-vegetarian diets more appealing.
With a focus on “what’s next” and current consumer trends, Vegan, Vegetarian, and Flexitarian Consumers is packed with insights about consumer trends, behavior, and motivations to help foodservice operators, food producers, retailers, packaging companies, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market.
Vegan, Vegetarian, and Flexitarian Consumers delivers actionable predictions and recommendations designed to guide foodservice operators, producers, retailers, and investors in making business decisions by providing data and insights about consumer behavior and what consumers think about foods and beverages and delivery and carryout.
Scope
Vegan, Vegetarian, and Flexitarian Consumers is the go-to source for a complete understanding of U.S. consumer trends regarding plant-based and plant-forward eating. This report combines Packaged Facts’ extensive monitoring of the food and beverage market with proprietary surveys, and evaluates current trends and future directions for plant-based marketing and retailing, along with consumer patterns during the pandemic and across the broader food and beverage market.
This Packaged Facts report analyzes the dynamics of the current landscape of plant-based and plant-forward diets and eating philosophies. Demographics, preferences, and psychographics of vegans, vegetarians, pescatarians, and flexitarians are examined alongside those of omnivores. Trends including consumer usage of plant-based alternative products, reasons for diet and lifestyle choices, retail and restaurant trends, and the COVID-19 pandemic’s effects on consumers are also investigated.
The reasons for, and implications of, shifts in consumer perception and behavior are analyzed in the context of present and future market opportunities.
This report also features outlooks for foods relevant to plant-based eating. This includes:
- the size of the plant-based food market (plant-based meals and alternatives to meat, poultry, seafood, dairy, and eggs) in 2021
- historical numbers and forecasts for consumption and production of fresh produce in dollars and pounds
- discussion of per capita meat consumption
- historical numbers and forecasts for dairy, meat, poultry, and seafood shipments in dollars and inflation-adjusted dollars
Additionally, Vegan, Vegetarian, and Flexitarian Consumers has dozens of tables showcasing numerical survey data on consumer demographics and psychographics and numerous marketing photographs. This report goes in-depth on COVID-19 trends affecting the food and beverage market.
Report Methodology
The information contained in Vegan, Vegetarian, and Flexitarian Consumers was developed from primary and secondary research sources. Primary research includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing.
Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences. Survey data from MRI-Simmons are used to analyze the demographics and psychographics of consumers.
Supplementing Packaged Facts’ exclusive survey is analysis of the 2022 Food & Health Survey conducted by the International Food Information Council, which analyzes consumer food purchase decisions, diet and lifestyle choices, snacking activity, and perception of health benefits in foods.
- Executive Summary
- COVID-19 Effects on Consumers
- Highlights
- First Time Use of Online Grocery Shopping and Restaurant Ordering Methods In 2020
- Table Coronavirus Food Ordering Habits: “Because of the coronavirus, I have for the first time used…”, 2020 (percent of consumers)
- Boosted Online Grocery Shopping Activity Continuing Through 2022
- Activity Spiked in 2020 during the Early Part of the Pandemic
- Table Coronavirus Food Purchase Habits: “Because of the coronavirus, I am…”, 2020-2021 (percent of consumers)
- Many Have Continued Ordering More Groceries Online in 2021 and 2022
- Frequency of Grocery Shopping: In-Person vs. Online
- Activity Spiked in 2020 during the Early Part of the Pandemic
- Most Consumers Are Still Holding off on Dining Out
- Increased Use of Food Carryout and Delivery
- Snacking and Healthy Eating Habits
- Table Coronavirus Eating Habits: “Because of the coronavirus, I am eating more…”, 2021 (percent of consumers)
- Concerns about COVID-19 Exposure Remain
- In 2022, Most Consumers Are Still Concerned about COVID-19 Infection from Restaurant or Delivery Staff When Ordering Food for Carryout or Delivery
- Most Still Consider the Pandemic a Health Threat Personally or to Family/Friends
- Table Coronavirus Health Concerns: “I am concerned about the…”, 2020-2022 (percent of consumers)
- Concerns about COVID-19 Variants
- Rising Food Prices during the Pandemic
- Many Consumers Are Concerned about Inflation and Rising Food Prices
- Table Consumer Concerns about Rising Food Prices, 2021-2022 (percent of consumers)
- The Vast Majority of Consumers Have Noticed the Rising Cost of Food Over the Past Year, and Many Are Changing Their Purchasing Decisions
- Many Consumers Are Concerned about Inflation and Rising Food Prices
- Concerns about Food Shortages during the Pandemic
- Table Consumer Concerns about Food Shortages, 2021-2022 (percent of consumers)
- Negative Personal Effects of the Pandemic
- Negative Effects Reported in 2020 and 2021
- Table Coronavirus Concerns: “The coronavirus has negatively affected my…”, 2020-2021 (percent of consumers)
- Continuing Mental and Physical Health Effects
- Table Changes in Mental and Physical Symptoms during the Pandemic, 2022 (percent of consumers)
- Stress Levels and Changes Made to Reduce Stress
- Negative Effects Reported in 2020 and 2021
- Effects on Work Are Continuing in 2021 and 2022
- In-Store Shopping Patterns
- Vegan, Vegetarian, and Flexitarian Overview
- Highlights
- Definitions
- Vegan
- Vegetarian
- Pescatarian
- Flexitarian
- Omnivore
- Differences in Eating Patterns Are Personal
- Vegans May Disagree on What Veganism Means
- Vegetarians Also Differ on Dietary and Lifestyle Choices
- Flexitarians Are More Purposeful in Their Eating Habits, But Omnivores Eat Plant- Based Foods Too
- Religious Eating Restrictions
- Who Is the Target Audience for Plant-Based Meat and Dairy Alternatives?
- Meat Eaters Are Also Concerned About the Meat Industry, and Some Are Turning to More Ethical Meat Consumption
- Food Market Overview and Trends
- Highlights
- Outlook for Foods Relevant to Plant-Based Eating
- Plant-Based Food Market
- Table Plant-Based Food Market Sales, 2017-2021 (billion dollars)
- Consumption and Production of Fresh Produce
- Table Production and Consumption of Fresh Vegetables, Fruits, and Nuts, 2016-2021, 2022E, 2026P (billion pounds and billion dollars at the manufacturer level)
- Per Capita Meat Consumption Expected to Decline Slightly in 2022
- Dairy Shipments
- Table Dairy Product Shipments, 2016-2021, 2022E, 2026P (billion dollars and billion 2012 dollars at the manufacturer level)
- Meat, Poultry, and Seafood Shipments
- Table Meat, Poultry, and Seafood Shipments, 2016-2021, 2022E, 2026P (billion dollars and billion 2012 dollars at the manufacturer level)
- Plant-Based Food Market
- Plant-Based Eating and Sustainability Are Buzzwords Important to the General Public
- The COVID-19 Pandemic Was the Jumpstart the Online Grocery Market Needed
- Impact on the Plant-Based Food Market
- Online Retailers Specifically Catering to Plant-Forward Diets
- Clean Label Trends
- Definition
- Some Plant-Based Products That Appeal to Vegans, Vegetarians, and Flexitarians Are Shedding the Image of Being Highly Processed
- Companies Are Investing in Blockchain and Big Data to Satisfy Consumer Desires for Transparency
- Consumers Think Small and Medium Businesses Have More Credibility
- Preferences for Product Labels Show “Natural” and “Clean” Are Most Preferential
- Paying Attention to Food Labels – Shopping Online vs. In-Person
- Reasons for Seeking “Natural” Food Labels
- Perception of Health Differences in Products Based on Nutrition Facts Panel
- Food Allergies, Intolerances/Sensitivities, and Other Dietary Restrictions
- Food Allergies and Intolerances Among Consumers
- Consumers Following Plant-Forward Diets Are More Likely to Report Food Allergies or Intolerances
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by Primary Diet/Eating Philosophy, 2022 (percent of consumers)
- Table Food Allergies and Intolerances/Sensitivities by Primary Diet/Eating Philosophy, 2021 (percent of consumers)
- Purchases of Foods with Allergy-Friendly Labels
- Many Consumers Purchase Allergy-Friendly Foods for Reasons Other Than an Allergy or Intolerance
- Mindful and Intuitive Eating
- Definition
- Frequency of Feelings and Behaviors Associated with Mindful and Intuitive Eating Patterns
- Consumer Mindfulness Index
- Snacking Trends
- Most Consumers Snack Daily
- When Consumers Snack Throughout the Day
- What Consumers Snack on in the Morning and the Evening/Late Night
- Plant-Forward Consumer Snacking Attitudes
- Table Opinions on Snacking by Type of Plant-Forward Diets Followed, 2021 (percent of consumers)
- Table Snacking Attitudes by Plant-Forward Diets Followed, 2022 (percent of consumers who agree completely)
- Functional Foods and Beverages
- Definition
- Product Examples
- Plant-Forward Consumers Are More Likely to Seek Out and Be Willing to Pay More for Functional Beverages
- Table Seeking Out and Willingness to Pay More for Functional Beverages by Primary Diet/Eating Philosophy, 2021 (percent of consumers)
- Energy/Less Fatigue is the Top Health Benefit Consumers Seek from Foods, Beverages, and Nutrients
- Foods and Nutrients Consumed to Improve Energy or Reduce Fatigue
- Weight Loss and Weight Management
- Gut and Heart Health
- Cardiovascular Health
- Immune Function and Health
- Nutrients Sought by Consumers
- Consumers Continue to Seek Out Protein Sources
- Sources Used to Consume Nutrients
- Consumers Report Increasing Consumption of Protein from Whole-Plant Sources
- Actions Taken to Avoid or Limit Sodium Intake
- Avoiding or Limiting Sugar Intake
- Table Seeking to Reduce Sugar Content in Diet by Type of Plant-Forward Diets Followed, 2021 (percent of consumers)
- Reasons for Avoiding or Limiting Sugar Intake
- Sugar Continues to Be Preferred Over Low/No-Calorie Sweeteners
- Plant-Forward Consumers Have More Tendency to Avoid Artificial Sweeteners and Look for Low-Calorie Food Products
- Table Avoiding Artificial Sweeteners and Looking for Low-Calorie Food Products by Type of Plant-Forward Diets Followed, 2021 (percent of consumers)
- Information Consumers Seek Out on Nutrition Facts Labels
- Concerns about Food Waste
- More than Half of Consumers Are Concerned about Food Waste
- How Consumers Reduce Food Waste
- Consumer Demographics
- Highlights
- Adherence to Plant-Forward Diets
- Plant-Forward Diets in 2022
- Table Prevalence of Plant-Forward Eating Habits/Diet Control, 2022 (percent of consumers)
- Historical Trends
- Table Prevalence of Plant-Forward Eating Habits/Diet Control, 2017-2021 (percent of consumers)
- Plant-Forward Diets in 2022
- Familiarity with Vegan, Pescatarian, and Flexitarian Diets
- Table Familiarity with Special Diets, 2021 (percent of consumers)
- Strong Overlap Between Plant-Forward Eating and Other Diets
- Table Adherence to Other Diets/Eating Philosophies by Type of Plant-Forward Diets Followed, 2021 (percent of consumers)
- The Percentage of Consumers Actively Following a Diet Is Up Significantly in 2022
- Trends by Gender
- Table Following Plant-Forward Diets by Gender, 2022 (percent of consumers)
- Trends by Age Bracket
- Table Following Plant-Forward Diets by Age Bracket, 2022 (percent of consumers)
- Patterns Based on Household Income
- Table Following Plant-Forward Diets by Household Income Bracket, 2022 (percent of consumers)
- Regional Differences
- Table Following Plant-Forward Diets by U.S. Region, 2022 (percent of consumers)
- Urban, Suburban, and Rural Consumers
- Table Following Plant-Forward Diets by County Size, 2022 (percent of consumers)
- Educational Attainment
- Table Following Plant-Forward Diets by Educational Attainment, 2022 (percent of consumers)
- Presence of Children in the Household
- Table Following Plant-Forward Diets by Presence of Children in the Household, 2022 (percent of consumers)
- Race/Ethnicity
- Table Following Plant-Forward Diets Carb by Race/Ethnicity, 2022 (percent of consumers)
- Online Grocery Shoppers (Food Delivery and Pickup Services)
- Table Following Plant-Forward Diets by Use of Online Grocery Delivery Services, 2022 (percent of consumers)
- Vegetarians and Flexitarians Are More Likely to Be Frequent Bakers
- Table Home Baking Activity by Type of Plant-Forward Diets Followed, 2021 (percent of consumers)
- Consumer Psychographics
- Highlights
- Motivations for Following a Diet
- Consumers Following Plant-Forward Diets Are More Likely to Shop at Premium Grocers
- Table Grocery Purchases from Selected Retailers in the Last 30 Days by Type of Plant-Forward Diets Followed, 2021 (percent of consumers)
- Use of Information Resources for Food, Recipes, and Healthy Living
- Table Daily Use of Food Information Resources by Type of Plant-Forward Diets Followed, 2021 (percent of consumers)
- Consumers Attitudes on Food and Health
- Cooking Attitudes
- Table Cooking Attitudes by Plant-Forward Diets Followed, 2022 (percent of consumers who agree completely)
- Attitudes on Convenience Foods, Being Busy, and Stress
- Table Attitudes on Convenience Foods, Being Busy, and Stress by Plant-Forward Diets Followed, 2022 (percent of consumers who agree completely)
- Nutrition and Health Attitudes
- Table Nutrition and Health Attitudes by Plant-Forward Diets Followed, 2022 (percent of consumers who agree completely)
- Attitudes on Premium Foods and Paying for Food
- Table Attitudes on Premium Foods and Paying for Food by Plant-Forward Diets Followed, 2022 (percent of consumers who agree completely)
- Openness to New Food Experiences
- Table Attitudes on Openness to New Food Experiences by Plant-Forward Diets Followed, 2022 (percent of consumers who agree completely)
- Attitudes on Exercise and Alternative Medicine
- Table Attitudes on Exercise and Alternative Medicine by Plant-Forward Diets Followed, 2022 (percent of consumers who agree completely)
- Cooking Attitudes
- Thoughts on Sustainability
- Plant-Forward Consumers Are More Likely to Actively Seek Out Eco-Friendly Packaging
- Table Opinions on Packaging and Recycling by Type of Plant-Forward Diets Followed, 2022 (percent of consumers)
- Attitudes on the Environment and Ethics
- Table Environmental and Ethical Attitudes by Plant-Forward Diets Followed, 2022 (percent of consumers who agree completely)
- The Importance of Environmental Sustainability Has Increased in Importance for Food Purchasing Decisions
- Food Production Factors in Decisions to Purchase Food
- More Than Half of Consumers Believe Their Food Choices Impact the Environment
- Younger Consumers Are More Concerned about the Environment
- Indications that Products Are Environmentally Sustainable
- Preferences for Eco-Friendly Products vs. Lower Price
- Preferences for Socially Sustainable Products vs. Lower Price
- Plant-Forward Consumers Are More Likely to Actively Seek Out Eco-Friendly Packaging
- Health Perceptions
- Opinions on Whole/Unprocessed Foods, Carbs, and Protein
- Table Opinions on Whole/Unprocessed Foods, Carbs, and Protein by Type of Plant-Forward Diets Followed, 2021 (percent of consumers)
- Opinions on Healthy Diets and Food Restrictions
- Table Opinions on Healthy Diets and Food Restrictions by Type of Plant-Forward Diets Followed, 2021 (percent of consumers)
- More than Half of Consumers Consider Themselves to Be in Excellent or Very Good Health
- Definition of Healthy Food
- Beliefs about Sources of Weight Gain
- Opinions on Whole/Unprocessed Foods, Carbs, and Protein
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