Two-thirds of U.S. consumers who identify as flexitarians and nearly three-fourths of consumers who follow a non-animal protein diet consider themselves foodies. With holidays like Veganuary and alternative proteins becoming more mainstream, Signal Theory’s FoodThink research team dove deeper into its recent consumer study to see how food marketers could better position their brands for upcoming trending lifestyles.
“Flexitarians are a dynamic group with constantly shifting tastes,” says Samantha Scantlebury, brand strategy director at Signal Theory. “Flexitarians might order a cheeseburger for lunch and make vegan Moroccan lettuce wraps for dinner. They are thrilled by the idea of trying something new. Regardless, flexitarians and those who don't consume animal protein are hungry for information and innovation. Brands that challenge the status quo are more appealing.”