What Are the Key Motivators to Buy Plant-Based & Meatless Products?

Key Reasons for Buying Meatless Products

After highlighting what chiefly contributes to the decision to purchase nutrient-filled foods and supplements, we were curious to understand the mindset behind purchases of another healthy product category, meatless products. To obtain these insights, we recently surveyed 622 verified purchasers of plant-based meat substitutes, dairy free cheeses, and/or meatless frozen meals.

The purchasers we surveyed were chiefly swayed to buy these products due to having at least one person in their household eating less meat for health/medical reasons and/or wanting to try a “new-to-me product or brand” (28-29%).

Of slightly lesser influence is the product being on sale, to reduce environmental impact, “it’s lower in cholesterol than meat”, and/or someone in their household trying to eat less meat for weight loss reasons.

Openness to Trying New Meatless Brands

Despite favorable perception of brands in the space including Beyond Meat, Morningstar, Impossible Foods, and Amy’s Kitchen, nearly eight-in-ten are open to trying new brands.

Curious to understand if shoppers are currently reverting back to early-pandemic strategies when filling up their grocery carts? Read on to learn more!