Curiosity is the number one reason consumers try plant-based foods, but what will keep them coming back for more? At the Plant Based World Expo magnesium citrate for moodin New York City last week, Steve Markenson, VP of Research & Insights at FMI, The Food Industry Association, addressed this essential question.
Presenting findings from FMI’s Power of Plant-Based Alternative Foods and Beverages 2023 report, Markenson shed light on what consumers think about plant-based foods, who’s buying them, and what will lead to repeat purchases. The Food Institute caught up with Markenson after the Expo to discuss key takeaways from the report:
What Inspires Plant-Based Purchases?
“Consumers, especially younger ones, are looking for new and different experiences,” Markenson explained. “In the current economic environment, eating out is more of a luxury. Some of the plant-based alternatives are getting their attention as a new and different food experience.”
That could be one reason why most shoppers (84%) have tried at least one plant-based food or beverage alternative, and two-thirds of shoppers (66%) consume these products at least occasionally.Likewise, 42% of consumers put at least some effort into selecting plant-based food options, a figure that has remained consistent since 2022, with 15% putting a lot of effort into these choices.
It is worth noting that plant-based milk continues to be the most regularly consumed plant-based alternative, consumed by at least one in 10 consumers daily, with 28% consuming it at least once per week.
Who Are Plant-Based Consumers?
But while the percentage of people who try to eat plant-based has held steady, the 26% of consumers who are largely unwilling to try plant-based foods isn’t budging either. According to Markenson, the hesitancy of this group isn’t necessarily the fault of the plant-based market.
“Some people are just not adventurous or even open to trying new and different foods,” said Markenson. “It is just hard to get them over that threshold. I don’t think this is just about plant-based alternatives—it’s more about staying with what you know and are familiar with for some customers.”
It’s no surprise, then, that the shoppers who are already consuming some plant-based food and beverages are much more likely to be willing to try new and different types of plant-based alternatives (64%).
According to FMI, these shoppers are:Gen Z and millennials
West coast residents
Larger households with children
College graduates
Households with income of $100,000 plus
Urban and suburban residents
Those who spend more on grohomemade magnesium citrateceries
Those who shop online for groceriesWhat Keeps Consumers Coming Back?
Beyond general curiosity, nutrition and healthier eating are frequently cited reasons for trying plant-based alternatives. Consumers strongly associate plant-based foods with healthy eating, but they are also paying close attention to ingredient lists, which impacts their decision-making.
“Shoppers are being a lot more prudent in theicalcium citrate magnesium and zinc with vitamin d3 tabletsr shopping and reading labels more closely.  Some express concerns about the number of and type of ingredients in the plant-based alternatives,” explained Markenson.
“This is something that the plant-basedferrous fumarate with vitamin c industry should know and be cognizant of. Cleaner labels (fewer ingredients) are perceived more positively by shoppers.”
But above all else, no matter how willing a consumer is to try plant-based alternatives—whether for the thrill of a new experience or for health benefits—taste still matters mferrous gluconate 324 mg walgreensost.
Among those shoppers who have tried various plant-based alternatives, taste, texture, and not meeting expectations are the most frequently mentioned reasons for not continuing to eat these products.
“[Plant-based alternatives] benefit from being better for me and better for the planet,” said Markenson. “So, [consumers] may try them. But, to hold on to them they have to deliver on taste. As one shopper told me, ‘If it does not taste good then I will just go without.