Over 80 per cent of people buying plant based products are omnivores, according to new data from The NPD Group. The global information company collected data on the consumption of plant based food in the US, and discovered a significant growth in figures and varied consumers.

They compared data from the year previous to March 2018 to the same period a year prior, with a noticeable increase in plant based protein sales. There was a 19 per cent rise in plant based proteins shipped to food distributors and independent restaurants, and consumption of plant based proteins at home increased by 24 per cent since 2015.

In a press release issued regarding the new results, it stated: “With 60 per cent of US consumers telling NPD they want to get more protein in their diets, consumers are mixing both meat and plant based proteins into their diets.

“In a recent NPD survey, 14 per cent of US consumers, which translates to 43 million consumers, regularly using plant based alternatives such as almond milk, tofu, and veggie burgers, and 86 per cent of these consumers do not consider themselves vegan or vegetarian.”

Beef alternatives account for 44 per cent of plant based products being shipped to independent restaurants, with items such as the Beyond Burger proving to be a popular choice across the US.

David Portalatin, industry advisor for NPD’s food sector, said: “It’s clear by the growth of plant based proteins that this category has mainstreamed beyond those consumers who choose a meatless diet.

“Food manufacturers and operators have improved the quality and taste of plant based foods over the past several years and these foods are appealing to a variety of consumer segments for a variety of reasons.”

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