
As more manufacturers look to get into the market for meat replacements, they will need to be mindful of consumer demand. So what is it consumers want?
Consumer are eating plant-based foods about as often as they did last year.
But Gen Z-ers, as a group, have shifted their habits from plant-based meat trials to periodic consumption, with those eating plant-based meats every couple of months rising 9% and eating the alternative meats multiple times a week up 7%, according to the Restaurant Consumer Report. Of those surveyed, 83% were self-proclaimed moderate to frequent restaurant goers—meaning up to five times a week.
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The market is on the rise, but RMS’s research shows some mixed responses based on age group. According to the research, those more likely to eat plant-based meat alternatives are individuals who are:
- Of the younger Gen Z and Millennial generations
- Visiting restaurants frequently
- Living in higher-income family households in urban or suburban areas (so likely with easier access to restaurants for frequent dining out)
Even though there are more plant-based meats available, fewer consumers are responding favorably to them, the study shows. RMS saw a 7% decrease in positive responses to the taste of plant-based meats and 10% increase in those who dislike the concept of plant-based meats. Yet, 56% of Gen Z-ers report liking the taste of plant-based meats, which is 13% more than the overall 43% who reported liking the taste. And 54% of Gen Z-ers also say they would switch to a competing brand if it offered plant-based meat.
Consumers are expecting plant-based meat products to cost the same as meat-based products.
To find out more, read the full Restaurant Consumer Report.