Consumer Insights

Who is the Plant-Based Shopper?

One-third of Americans are actively reducing their meat and dairy consumption. While a small number of Americans identify as vegetarian or vegan, flexitarians represent the largest growth opportunity for plant-based foods.

What Drives Purchasing Decisions?

As with all food purchases, taste is the #1 driver. A close second reason shoppers seek plant-based foods is their health. Health-minded plant-based shoppers are likely to be baby boomers while environmental impact and animal welfare are motivating factors for Millennials and Gen Z consumers.

Younger Generations

Consuming plant-based foods is much more than just a trend for Millennials and younger generations. Millennials and Gen Z make up 30 and 32 percent of the population, respectively, creating enormous market potential for plant-based foods.

Plant-Based Shopper Basket Value

On the average trip to the store, a plant-based food shopper spends over 61% more than the average shopper.

Household Penetration

These statistics, driven by the flexitarian consumer, show plant-based foods have gone mainstream.

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The Plant Based Foods Association consists of members and supporters with the shared goal of ensuring the plant-based foods industry can succeed and thrive.

At Sunshine Burger, we believe plant-based, whole foods are the strongest foundation for any diet. In the Plant Based Foods Association, we were delighted to find an organization dedicated to promoting the benefits of a plant based diet to the widest possible audience. Our industry needs a vocal advocate and we have one in the Plant Based Foods Association!

Cole Jones

General Manager, Sunshine Burger & Specialty Food Company