their animal counterparts on price, further stimulating consumer demand. The data shows 62% or 79 million U.S. households are now buying plant-based products (up from 77 million in 2020). Millennials and Gen Z, which make up 47% of the population and will continue to grow their spending power, show a particularly high demand for plant-based foods. These generations are also increasing their ecommerce spending the most, and ecommerce sales of total plant-based foods are on the rise. These consumers are motivated by an interest in foods that are healthier as well as deliver on positive environmental impact and social responsibility. Jay Lovelace is the chief commercial officer of SPINS, a wellness-focused data company and advocate for the natural products industry. Lovelace says record inflation is now causing retailers to seek alternatives to better help consumers manage their shopping and wellness journeys. “SPINS data shows that plant-based products appear to be managing the economic issues in the U.S. better than many traditional retail products,” he says. “This is a trend we expect to continue throughout this year, and we encourage retailers to expand shelf space for all plant-based products.” Julie Emitt, senior director of marketplace development at PBFA, agrees: “The potential impact of these initiatives extends far beyond the store shelf: By taking consumer concerns to heart, the industry is actively embracing its role as a key driver of change
that moves us closer to a secure and sustainable food system.” The demand for plant-based food products is impossible to ignore. These are products uniquely positioned to meet today’s consumer needs. Brands and retailers who can respond to the trend and offer innovative products and solutions will be met with grateful customers purchasing — and eating — in the name of enjoyment, health, and sustainability. n
PLANTBASED MEAT INROADS TOTAL PLANTBASED MEAT SALES AND PURCHASE PATTERNS,
PLANTBASED MEAT INROADS TOTAL PLANTBASED MEAT SALES AND PURCHASE PATTERNS, REPEAT RATE
HOUSEHOLD PENETRATION
19%
64%
39
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