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New research reveals the most popular products and trends in the US
New research from innovation insight agency buzzback highlights the top plant-based products, as well as consumer awareness and interest in this booming category.
The research found the overall level of awareness of plant-based products among consumers in the US is high. Over 80% are aware of plant-based products, most consumers (70%) have already tried meat and milk substitutes, and 56% are also aware of plant-based cheese.
Among products they have tried or heard of, more than half say substitute milk products such as Oat, Coconut, Soy and about 9 in 10 for Almond Milk. Meat substitute awareness and trial is also popular with half or more having heard of or tried Tofu, Beans and Beyond Meat:
Plant based milk substitutes Have tried Almond 93% Soy 63% Coconut 66% Cashew 38% Oat 32% Plant based meat substitutes Have tried Beans 67% Beyond Meat 67% Tofu 65% Portobello mushrooms 47% Tempeh 16%
The research reveals the main drivers for consuming plant-based products are health and environmental concerns. In the US 73% say they are seeking healthy alternatives and eating plant-based food is better for the environment, plus over 30% followed recommendations from family or friends. Over 70% also feel healthier when consuming plant-based products and 55% have been favourably impressed by the “great taste and texture”. As one respondent said: “Plant-based proteins supply my body with the nutrition needed to fuel my daily activity. They contain all the things my body needs without the extra calories, cholesterol and other bad things. They also are much easier to digest and process”.
While plant-based products naturally cue dairy alternatives and meat substitutes, 6 in 10 consumers are also interested in other plant-based categories, suggesting new opportunities for brands looking to innovate and meet consumer needs in new ways:
Additional Plant-Based Categories Would consider purchasing Shampoo/conditioner 56% Skin care 56% Savory snacks 54%
As the plant-based trend grows, many big brands are centering their strategies around this emerging opportunity. “Green” alternatives are becoming popular in industries such as personal care and packaging as well as food & beverage.
Carol Fitzgerald, Founder and CEO at buzzback, said “Plant-based is booming and provides plenty of opportunities for many brands in different industries. However, with popularity also comes competition. So, in order for brands to be well equipped and really stand out they need to focus on what consumers are craving – what is trendy – and be able to innovate, develop new products, and communicate differences effectively”.
Methodology
Buzzback surveyed 1400 consumers online in the UK and the US
About buzzback
For over 20 years, innovation and research agency buzzback has helped hundreds of brands worldwide better connect with consumers, break through marketing challenges, and grasp new opportunities. Major consumer, pharmaceutical and financial services companies have innovated using buzzback’s intuitive image-driven & language-rich approach.
Headquartered in NYC, with offices in the UK, buzzback has won numerous industry and technology awards, including being listed as one of Crain’s 100 Best Places to Work in NYC three years in a row. Buzzback is a woman-owned diversity supplier.
