The healthy hardcores: This group is eating plant-based foods primarily for health reasons. They are generally apathetic about the ethics of veganism, noted the Givaudan report. “We’ve seen a lot of sportspeople like Lewis Hamilton who are vegan. They give the perception to consumers that it’s more healthy.”
The value hunters: Students make up a big part of this category. “The other important thing for them is that it has a longer shelf life than real meat.”
The flavour craver: Flavour cravers are exploring new flavour journeys.
The trendy trialist: These consumers are dedicated followers of fashion looking for new and different experiences.
The eco-warriors: Only this group – which make up just 3% – is motivated by concerns about animal welfare, health benefits and the environment.