Plant-based diets What do consumers say?* How many consumers changed their diets to lead a more environmentally friendly lifestyle in the last 2 years?
45% 38% 47% 30% 45%
38%
47%
30%
Global
Europe
Asia-Pacific
USA
What was the main reason for consumers to make changes to their diet?
52%
51%
52% Global consumers say: “I was concerned about the environment overall”
52% Global
51% Europe
51% of European consumers say: “I was concerned about a specific environmental issue (i.e. global warming)”
57% 57% Asia-Pacific
57% of Asian consumers say: “I was concerned about the environment overall”
56% 56% USA
56% of USA consumers say: “I was concerned about a specific environmental issue (i.e. global warming)”
How many consumers changed their diet to reduce meat or eliminate it completely? Reduced meat
42%
42%
Global
33%35%33%12% 33%
35%
33%
12%
Global
Europe
Asia-Pacific
USA
Vegetarian diet
How many consumers sometimes find the taste of plantbased food and drink boring?
46%
46%
22%19%22%28% 22%
19%
22%
28%
Global
Europe
Asia-Pacific
USA
Asia-Pacific
44%
44%
Europe
31%
31% USA
How many consumers find plant-based protein sources appealing?
57% 58% 56% 50% 57%
58%
56%
50%
Global
Europe
Asia-Pacific
USA
Sources:* 1. FMCG Gurus Sustainability survey – 26,000 consumers surveyed globally – 11,000 Europe, 7,000 Asia-Pacific and 1,000 in Sources:* the USA, 2019 1. FMCG Gurus Sustainability survey – 26,000 consumers surveyed globally – 11,000 Europe, 7,000 Asia-Pacific and 1,000 in the USA, 2019 2. FMCG Gurus Active Nutrition survey – 26,000 consumers surveyed globally – 11,000 Europe, 7,000 Asia-Pacific and 1,000 in 2. FMCG Gurus Active Nutrition survey – 26,000 consumers surveyed globally – 11,000 Europe, 7,000 Asia-Pacific and 1,000 in the USA, 2019 the USA, 2019
More insightsinsights.figlobal.com at https://insights.figlobal.com/
Fi Global insights 2020 Trend Guide | 26
