65% of customers shifting towards vegan food, according to new study

A study conducted by DuPont Nutrition and Health, and HealthFocus International analysed the eating habits of over 1,000 US consumers. From this study, researchers discovered that 52 per cent of American consumers are eating more plant-based food, and this figure reaches 65 per cent globally.

Greg Paul, marketing leader for the beverage industry at DuPont Nutrition and Health commented on the study, saying: “There is a bright immediate future for this megatrend. There is a seismic shift occurring in eating habits globally, creating a significant market opportunity.

“Most importantly, our research reveals that for most consumers, this has moved beyond experimentation into a permanent change brought on by health, lifestyle and social factors.”

Almost 60 per cent of study participants said that they change to eating more plant-based food was a permanent fixture in their lives, or are hoping to maintain it for the future.

The flavour of vegan items was one of the biggest problems for many consumers, but many people are still choosing to eat them, despite this inconvenience. This statement is counteracted however, by a study conducted by market research firm Mintel, who discovered that 52 per cent of Americans preferred the taste of plant-based protein.

The study carried out by DuPont and HealthFocus divided the respondents into six categories: Health Helpers, Weight Strugglers, Health Wise, taste Driven, Good Life, and Just Food. All of the respondents believed that eating plant-based made them feel healthier.

Despite the small scale of the study, it does provide an insight into the habits of consumers and how they are changing. Vegan products are constantly booming, as more people wake up to the realities of consuming animal products. The environmental impact of consuming meat and dairy has been highlighted throughout the year, as climate reports identify the need to reduce the level of consumption of these products.

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