In cooperation with
Consumer Experts, Insight Driven
THE FRAGMENTATION OF THE PLANT-BASED PROTEIN MARKET
The following are based on FMCG Guru’s Meat & Plant Protein, Personalized Nutrition, Nutritional Supplements & the COVID-19 survey series
64%
How would you describe your diet?
26%
Of consumers say that
3%
8%
2%
62% Regular Meat Eater
they obtain protein from plant-based food sources 28% of consumers say that they are planning to increase their intake of plant-based food
diet around the avoidance or moderation of animal
Pescatarian
38%
produce
Proportion of consumers who say that they eat/
Of these consumers...
drink the following
75% Dairy Alternatives
Meat Analogues
47%
Vegan
Of consumers follow a
Vegetarian
Flexitarian
and drink
Say that they find plant protein drinks appealing
44%
State that they eat
29%
because they are better
90%
and drink altenratives for the environment
Of consumers say that they prefer functional food and drink over nutritional supplements