Plant-based products continue dominating industry conversations, but this raises an important question about plant-based demographics.
Who are they for?
In other words, what do these various plant-based consumer demographics look like, and maybe even more importantly, are we developing products for them?
To be honest, this can be a tricky question to answer for many reasons.
The biggest might be that the data can tell a very complicated story.
The Big Three (Gender, Age, Wealth)
We often talk about how flexitarians are the group of consumers that will drive the growth of the plant-based market in the future.
This is definitely true. However, to understand that cross-section of consumers, it may be important to look at consumers who have fully dedicated themselves to plant-based lifestyles.
According to a 2023 Gallup survey, 5% of Americans demographics that consume primarily plant-based products, with 4% self-identifying as vegetarians and 1% as vegans. While this may seem small, it comes out to a surprising 1 in 20 consumers.
Yet, this might be the least interesting thing we find when we dive into the numbers.
Perhaps unsurprisingly, when we look at the breakdown by gender, vegan/vegetarian women outnumber men 3 to 1.
This might fit the influencer stereotype of $20 smoothies, expensive grocery hauls, and the general perception of affluence that floods social media.
This isn’t totally off-base, either. Data from the Plant-based Foods Association (PBFA) found the financial demographics of plant-based consumers 41.2% came from upper-income households (37.4% middle income, 21.4% lower income).
However, Gallup’s survey found that lower-income households were more than twice as likely to be vegetarian than those in upper-income brackets.
A similar disconnect is present when we look at generational differences.
While 2024 YouGov data from the UK shows that the perception that younger demographic 18-24-year-olds are more likely to go plant-based is, in fact, reality, the gap isn’t as large as one might expect.
Moreover, the data from Gallup and the PBFA shows that the distribution of vegetarians and plant-based consumers is fairly consistent across all age groups, if not higher, amongst seniors.
What does all of this tell us?
It shows that literally anyone can be a plant-based consumer, but it also illustrates where the gaps and opportunities in the market are.
The Other Big Three (Nutrition, Price, Taste)
Filling these demographic gaps with plant-based products that deliver comes from understanding what these different plant-based consumers are actually looking for.
A perfect example is yoghurt.
It’s no secret that these everyday fermented dairy products have been popular amongst and heavily marketed towards women for decades.
So much so that a few brands have tried to attract men to the category with what some dubbed “Brogurt.”
Combine this with the higher acceptance of plant-based among women, and plant-based yoghurt seems like a surefire slam dunk.
We might need to pump the brakes on that and ask why yoghurt has been so popular with this demographic in the first place.
Sure, it’s rich, creamy, and comes in an expanding array of indulgent flavours, but it is also packed with protein and probiotics essential for gut and overall health.
Creating a plant-based “dupe” that mostly looks and tastes like dairy yoghurt but lacks the benefits might provide an alternative. Yet, it doesn’t necessarily fulfil nutritional needs in the long term.
This focus on health and nutrition, and the “health halo” around such foods, is also why many older consumers are adopting more plant-based products into their diets.
Still, retaining and expanding the consumer base into the future will require developers to close the nutritional gap between animal products and plant-based options.
Returning to the example of plant-based yoghurt and cheeses, companies are already working to reduce ingredients and improve nutrition.
Though this might help close the nutritional gap, these products can still struggle with a number of taste challenges, leaving that gap unresolved.
Not to mention the cost of R&D, as well as scaling these new processing methods, ingredients, and products, can keep the price of these products out of reach for many.
How Flavors Can Fill the Plant-Based Demographic Gaps
Flavours, particularly dairy flavours, could be the most important tool for developers to help fill in these gaps.
When it comes to nutrition, they are unrivalled when it comes to masking and working with off-notes from plant-based proteins. They can also help build back the perception of creaminess and mouthfeel.
This is extremely important with cultured plant-based products that may lack these qualities.
They also provide an easy and cost-effective way to create profiles that can capitalise on trends that appeal to all demographics, especially with Gen Z.
Lastly, partnering with a true partner like Edlong and our rapid iteration process can help you quickly get a great-tasting product targeted to the needs of your target market faster, saving you time and money. Savings that you can then pass on to your consumer.
About the Author: Emily Sheehan, Applications Manager, EMEA
Hi! I’m Emily Sheehan. I’m the Applications Manager, EMEA at Edlong, and my job is rooted in creating exciting new possibilities for our people and processes. It’s inspiring to reflect on how much Edlong has achieved and even more amazing to be involved in such thoughtful innovation. We enjoy pushing boundaries in food and flavour, and we welcome everyone in the food industry to join us. If you’re in need of expertise or inspiration, I’d love to collaborate and help you design flavour solutions that resonate with consumers!
Topics: Plant-Based
Resource Type: Article
Resource Region: EU
