Historically, consumers would gravitate toward meat to meet their needs for protein. And while a majority of North American consumers still choose meat as their primary source of protein, plant-based options are gaining traction. Notably, a recent Nielsen global surveyfound that 23% of consumers want more plant-based proteins on the shelves.
In North America, consumers are actively trying to incorporate more plant-based foods into their diets (39% of Americans and 43% of Canadians). This suggests that plant-based options appeal to significantly more people than just those who follow vegetarian diets (6% of North Americans) and those who follow vegan diets (3% in the U.S. and 2% in Canada, respectively).
As with most behaviors, the appeal of plant-based proteins is varied. For many consumers, the reason for choosing plant-based proteins centers on the association of positive health effects, superior nutritional value and a need to avoid meat consumption in modern times.
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