DuPont Nutrition & Health has announced the results of a recent study on the eating habits of more than 1,000 U.S. consumers. The latest research adds to a growing body of insight-driven studies that can help today’s food and beverage companies with predictive and forward-thinking analysis.
The research, conducted with HealthFocus International, highlights the significant market opportunity in plant-based food and the connection to many of the important trends shaping the American diet. In addition to standard demographic data, the study dives deep into six consumer groups using a proprietary health and wellness segmentation model. Learning the needs and demands of these different consumer groups will lead to a deeper understanding of the evolving and fragmented market.
The research reveals that more than half (52 percent) of U.S. consumers are eating more plant-based foods and beverages, while the number rises to two-thirds (65 percent) globally. It is important to make a distinction between those also reducing animal protein and those keeping animal protein consumption the same as the market becomes more complex and fragmented.
“There is a bright immediate future for this megatrend,” said Greg Paul, Ph.D., MBA, marketing leader, beverage industry at DuPont Nutrition & Health. “There is a seismic shift occurring in eating habits globally, creating a significant market opportunity. Most important, our research reveals that for most consumers, this has moved beyond experimentation into a permanent change brought on by health, lifestyle and social factors.”
Other important insights from the research include:
- Almost 60 percent of respondents said that their change to plant-based food was permanent or they hoped it was permanent.
- Taste was cited as the top response as a barrier to consuming plant-based food.
- All consumer segments in the model—Health Helpers, Weight Strugglers, Health Wise, Taste Driven, Good Life and Just Food—cite that eating plant-based food makes them feel healthier.
For brands looking for expertise in the plant space, DuPont Nutrition & Health has a long history with plant-based protein as well as a broad ingredient portfolio that includes probiotics, cultures, fibers, stabilizers, emulsifiers and food protection for a wide variety of industry solutions. The latest additions are the new Danisco VEGE cultures, specially formulated for a variety of plant-based fermented products.
“Not only can we help translate these powerful market insights into business strategy, but the combination of our broad portfolio and application expertise makes DuPont Nutrition & Health an ideal partner for successful execution,” Paul said.