Five types of consumer make up the 'unbelievable' plant based trend - Givaudan
We often talk about the plant-based trend. But to understand what is propelling it, we must first understand that a diverse range of consumers are contributing to the growth of the market.
Sharing insights at the Sustainable Food Summit in Amsterdam, Givaudan innovation director Thomas Ullram revealed the company has identified five consumer profiles that make up the plant-based trend.
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.
