Need to know what’s next? We’ve got the full story. Connecting the dots is your data-backed secret to staying a step ahead of consumers in 2024.
You need to know what’s coming in 2024, we’ve got the full story. Connecting the dots digs deep into the data so you’re one step ahead.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Interest in veganism is declining, with some seeking more flexibility in their diets.
The number of Europeans identifying as flexitarian has risen by 13% year-on-year.
Plant-based food’s addressable market is evolving. Food brands should target flexitarians and those interested in reducing their meat consumption, not just vegans.
Get the charts and graphics
Tom Hedges
Senior trends analyst
Whether it was Starbucks promoting “phantom frappuccinos” or Snoop Dogg endorsing Beyond Meat, it seemed like every other celebrity or brand was backing vegan products in the late 2010s.
Fast-forward to today, and businesses have begun pulling these selections after disappointing sales, with some online personalities publicly renouncing vegan lifestyles.
As the cost of groceries rises, sustainability – a common motivation for eating vegan food – has also become less of a consumer priority, which means the plant-based industry could do with a boost.
% change in the number of Europeans who describe themselves as flexitarian/vegan (compared to Q3 2021)
Interest in vegan food has declined in 43 of the 47 markets we've tracked since Q2 2021, and fewer Europeans are identifying as vegan or pescatarian – a sign many don’t want to follow diets that are too prescriptive. Instead, more are becoming flexitarians, with over 1 in 4 interested in reducing their meat consumption.
Studying these plant-curious consumers suggests ways to give meat-free food more flavor. In the US, aspiring flexitarians are less status-driven, thriftier, and less likely to say eco-friendly food is important than vegans, so plant-based items could benefit from some fresh branding.
Highlighting nutritional advantages is a good starting point. This group is more likely to be interested in high-protein items, and to be dieting to lose weight or improve fitness.
Looking at other major shifts:
Interest in vegan products hasn't gone, it's just flexed a little, and brands can keep the meat-free conversation going by addressing a wider audience. They should dial down discussions around sustainability, and shout about nutrition more.
The vegan slice of the pie is small, and companies that cater to those in the middle are more likely to dish up a greater return.
Coming up next
America's growing concern with gun violence
