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In recent years, a marked shift in dietary preferences towards vegetarian and vegan food has been observed, particularly among younger demographics. This transition is increasingly driven by concerns about sustainability and health, spotlighting significant opportunities for eco-friendly food brands.
Source: BBC Global/YouTube
A comprehensive study by EAT-GlobeScan, known for its “Grains of Truth” consumer research series, highlights these trends. Conducted annually since 2021, the research engages participants from 31 global markets to probe into public sentiments surrounding the current food system. The survey explores consumer attitudes towards healthy and sustainable eating and seeks to understand public views on who should lead the food system transformation.
Key findings from the latest survey reveal a distinct generational divide in the adoption of plant-based diets. While Generation Z and millennials are at the forefront, each reporting that 27% adopt a plant-based diet “most” or “all of the time,” baby boomers are noticeably more reticent. Only 16% of this older demographic reports similar dietary habits.
Furthermore, the data indicates a growing trend among younger generations, with Gen Z showing a significant 5% increase in vegetarian or vegan diet adoption since 2021. This shift suggests a robust alignment with sustainable eating practices among younger consumers.
The trend underscores a broader narrative in which younger people are not only embracing plant-based diets at a higher rate but are also influencing market dynamics and brand strategies. Sustainable food brands, in particular, stand to benefit immensely from understanding and catering to these evolving consumer preferences.
However, the study also emphasizes the importance of inclusive strategies that engage all age groups. Despite the lag among baby boomers, their participation is crucial for a holistic shift from meat-based to plant-based diets. Such a transition would have profound implications for public health and Climate change mitigation, underscoring the need for comprehensive approaches that appeal across generational lines.
This ongoing research series by EAT-GlobeScan continues to shed light on critical trends within the global food system, guiding stakeholders in making informed decisions that could pave the way toward a more sustainable and health-conscious world.
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Easy Ways to Help the Planet:
- Eat Less Meat: Download Food Monster, the largest plant-based Recipe app on the App Store, to help reduce your environmental footprint, save animals and get healthy. You can also buy a hard or soft copy of our favorite vegan cookbooks.
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- Reduce Your Fast Fashion Footprint: Take initiative by standing up against fast fashion Pollution and supporting sustainable and circular brands like Tiny Rescue that raise awareness around important issues through recycled zero-waste clothing designed to be returned and remade over and over again.
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