With growing interest in plant-based diets, many people are rethinking their eating habits. For the last four years, GlobeScan and EAT, a non-profit dedicated to transforming the global food system, have partnered to track shifting consumer perspectives in the Grains of Truth report series.
Our latest report, Grains of Truth 2024, is based on a comprehensive online survey of over 30,000 consumers across 31 markets. The findings show that younger generations are leading this dietary shift. Seventy-two percent of Millennials, particularly those with children at home, express a strong interest in plant-based foods. While Baby Boomers and older generations show less enthusiasm for changing their diets, over half of them still express an interest in incorporating more vegetarian options. Gen Z and Gen X consumers also demonstrate a significant inclination toward plant-based eating with nearly seven in ten (69%) eager to adopt such diets.
WHAT DOES THIS MEAN?
Despite generational differences, the data reveal a clear desire for change provided that the obstacles to plant-based food can be overcome. The research confirms that many consumers are ready to transition to a more plant-based diet and brands and organizations have a unique opportunity to cater to this potential demand. Developing and promoting plant-based products can attract a diverse consumer base, particularly younger generations. Additionally, companies can benefit from aligning their offerings with strong consumer interest in sustainability and health. By focusing on consumers with young families to shift their habits, we can encourage emerging generations to adopt healthier and more sustainable behaviors modeled by their parents.
Survey Question: Now we would like to ask you a few questions about “plant-based foods.” These are foods that come only from plants or beans – that is, they are free of meat or dairy. Would you like to eat more plant-based foods?
Source: GlobeScan-EAT Grains of Truth 2024 Report (survey of 30,216 people in the general public in July ‒ August 2024)
