Since 2021, GlobeScan has partnered with EAT, a science-based world platform for meals system transformation, to conduct the Grains of Reality shopper analysis collection. This annual survey, carried out in 31 markets worldwide, goals to delve into shoppers’ considerations concerning the present meals system, their attitudes and behaviors towards consuming wholesome and sustainable meals, and their viewpoints on who ought to lead the transformation of the meals system.
This examine particulars the numerous variations in views amongst age teams. This 12 months, the analysis exhibits that though child boomers are typically extra more likely to say they incessantly eat wholesome meals, they’re much less more likely to report incessantly consuming a plant-based food regimen: Solely 16 p.c of child boomers and people ;older say they eat plant-based meals “most” or “all the time” in comparison with Technology Z and millennials, with 27 p.c every.
Most significantly, Gen Z shoppers (similar to their Gen X counterparts) report a rise in adopting a vegetarian or vegan food regimen, with a 5 percentage-point bounce since 2021.
What does this imply?
Youthful shoppers are driving the consumption of vegetarian and vegan meals, and this development presents a big alternative for sustainable meals manufacturers.
Nevertheless, it’s essential to think about different cohorts, akin to child boomers, who’re lagging in adopting a vegetarian/vegan food regimen. The shift from a meat-based to a plant-based food regimen can solely be totally realized with the participation of all age teams if we’re to reap the advantages, each when it comes to public well being and local weather change mitigation.
Survey Query: Now we wish you to reply just a few questions on what you do in your on a regular basis life. Please point out how typically you do every of the next – I eat vegetarian or vegan meals: Not often, Generally, More often than not, The entire time.
Supply: GlobeScan and EAT Grains of Reality report (survey of 29,565 individuals in most people throughout 31 international locations and territories in July-August 2023)
