Food Engineering logo
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • TOPICS
  • EXCLUSIVES
  • MEDIA
  • FOOD MASTER
  • EVENTS
  • RESOURCES
  • EMAGAZINE
  • SIGN UP!
cart
facebook twitter linkedin youtube
  • NEWS
  • Latest Headlines
  • Manufacturing News
  • People & Industry News
  • Plant Openings
  • Recalls
  • Regulatory Watch
  • Supplier News
  • PRODUCTS
  • New Plant Products
  • New Retail Products
  • TOPICS
  • Alternative Protein
  • Automation
  • Cannabis
  • Cleaning | Sanitation
  • Fabulous Food Plants
  • Food Safety
  • Maintenance Strategies
  • OEE
  • Packaging
  • Sustainability
  • More
  • EXCLUSIVES
  • Plant Construction Survey
  • Plant of the Year
  • Sustainable Plant of the Year
  • State of Food Manufacturing
  • Top 100 Food & Beverage Companies
  • MEDIA
  • Podcasts
  • Videos
  • Webinars
  • White Papers
  • EVENTS
  • Food Automation & Manufacturing Symposium and Expo
  • Industry Events
  • RESOURCES
  • eNewsletter
  • Custom Content & Marketing Services
  • FE Store
  • Government Links
  • Industry Associations
  • Market Research
  • Classified Ads
  • EMAGAZINE
  • eMagazine
  • Archive Issue
  • Advertise
Food Engineering logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Food Engineering logo
  • NEWS
    • Latest Headlines
    • Manufacturing News
    • People & Industry News
    • Plant Openings
    • Recalls
    • Regulatory Watch
    • Supplier News
  • PRODUCTS
    • New Plant Products
    • New Retail Products
  • TOPICS
    • Alternative Protein
    • Automation
    • Cannabis
    • Cleaning | Sanitation
    • Fabulous Food Plants
    • Food Safety
    • Maintenance Strategies
    • OEE
    • Packaging
    • Sustainability
    • More
  • EXCLUSIVES
    • Plant Construction Survey
    • Plant of the Year
    • Sustainable Plant of the Year
    • State of Food Manufacturing
    • Top 100 Food & Beverage Companies
  • MEDIA
    • Podcasts
    • Videos
    • Webinars
    • White Papers
  • FOOD MASTER
  • EVENTS
    • Food Automation & Manufacturing Symposium and Expo
    • Industry Events
  • RESOURCES
    • eNewsletter
    • Custom Content & Marketing Services
    • FE Store
    • Government Links
    • Industry Associations
    • Market Research
    • Classified Ads
  • EMAGAZINE
    • eMagazine
    • Archive Issue
    • Advertise
  • SIGN UP!
Alternative ProteinLatest headlinesManufacturing NewsPeople & Industry News

Market Research

The Shift in Plant-Based Purchasing

Image of three meal-prepped plant-based meals in glass containers.

Photo by Ella Olsson on Unsplash

March 2, 2023

Plant-based food sales in the U.S. hit a record $7.4 billion in 2021, and new consumer research to better understand shopping behaviors could accelerate the industry’s growth. Kroger collaborated with the Plant Based Foods Institute (PBFI), sister non-profit to the Plant Based Foods Association, to conduct research for a new “Plant-Based Foods Migration Analysis Report” to understand plant-based shopper behavior and sentiment, leveraging 84.51° data science and insights. 

In a summary of research findings: 

  • 95% of plant-based consumers surveyed said they increased or maintained their plant-based spend versus the prior year.
  • In year two, plant-based consumers generally decrease or maintain their level of spending on animal-based foods, which shows a reversal from year one (COVID timeframe) spending.
  • 43% of plant-based customers increasing or new to plant-based products choose plant-based milks over conventional dairy milk.
  • Customers who buy plant-based foods are motivated by personal health concerns (such as cardiovascular or cancer concerns) and 49% state they believe plant-based alternatives are healthier than animal-based foods. 

The Plant-Based Foods Migration Analysis, part one of the research, measured changes in plant-based customer spending in animal-based and plant-based foods across five categories—cheese and yogurt, refrigerated and frozen meats, milk and frozen meals—and revealed consumer shifts in engagement with each grocery segment. In part two, a comprehensive Plant-Based Foods Survey, explored plant-based consumer motivations for these shifts. The comprehensive research evaluated purchases by nearly eight million households over two years and categorized shoppers into five segments, ranging from shoppers new to the plant-based category to shoppers leaving the category. These segments are: New, Increasing, Maintaining, Decreasing and Leaving plant-based foods.

Findings from the report indicate plant-based engaged households that purchased plant-based foods from 2020 to 2021 typically decreased or maintained annual spending for animal-based foods. The average plant-based household that either maintained or increased their spend with plant-based foods, decreased their spend with animal-based foods by up to $28.21. According to 84.51°, this suggests that households buying plant-based foods continue to substitute more animal-based products with plant-based alternatives over time and that the increasing popularity of flexitarian diets may reduce conventional meat consumption.

“One of the ways we can measure the impact of plant-based foods is to understand the displacement of animal-based foods in favor of plant-based foods through comprehensive research,” said Julie Emmett, senior director of marketplace development for PBFI.

The study also provides insights into plant-based category performance and offers a blueprint for understanding which plant-based foods are associated with high engagement within the overall category. For example, plant-based shoppers who increased their plant-based cheese purchases also had the highest total spend in the plant-based foods category, while also being less engaged with animal-based foods. This means plant-based cheese shoppers are some of the most dedicated to the plant-based lifestyle.

In addition to the observed shift in spending, the research included a survey of plant-based shoppers to better understand the motivations behind the changes. About 95% of plant-based consumers surveyed said they increased or maintained plant-based consumption versus the prior year. Among the Plant-Based Increaser segment:

  • 43% report choosing plant-based milk instead of animal-based milk
  • Nearly 30% are choosing refrigerated plant-based meat and frozen meals instead of animal-based items in the same categories
  • Nearly 20% are choosing plant-based cheese and yogurt instead of animal-based products in the same categories. 

Surveyed Plant-Based Increaser households attribute health as the leading reason why they are increasing their plant-based consumption, with 54% citing personal health concerns (such as cardiovascular or cancer concerns) and 49% state they believe plant-based alternatives are healthier than animal-based foods. 

Among Plant-Based Decreasers that were asked what would make them more likely to consume plant-based, 64% say lower pricing and/or more frequent sales and coupons, and 58% say better taste and/or texture. For Plant-Based Increasers, when asked how shopping could be made easier, 61% stated price promotions and 29% said that recipes would be helpful.

KEYWORDS: consumer behavior grocery market trends plant-based plant-based foods

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Global Organic Food & Beverage Market to Grow

    Global Organic Food & Beverage Market to Grow

    With a CAGR of 12.07%, Bonafide Research estimates this...
    People & Industry News
  • skilled MEP worker

    Predicting Food and Beverage Manufacturing Trends for 2024

    The two words that should be kept in mind are labor and...
    Automation
    By: Derrick Teal
  • cleaning and sanitation

    The basics of cleaning and sanitation in food plants

    Sanitation maintains or restores a state of cleanliness...
    Food Safety
    By: Richard F. Stier
Subscribe For Free!
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Customer Service

OT Cybersecurity Vulnerabilities in Food Manufacturing Facilities

OT Cybersecurity Vulnerabilities in Food Manufacturing Facilities

Understanding Impacts of OT Cybersecurity Events in Food Manufacturing

Understanding Impacts of OT Cybersecurity Events in Food Manufacturing

Food Plant Openings and Expansions April 2025

Food Plant Openings and Expansions April 2025

FA&M 2025 in Rewind

FA&M 2025 in Rewind

More Videos

Popular Stories

Conagra Logo

Conagra Brands to Sell Chef Boyardee Brand to Hometown Food Company

Salt

FDA to Amend Standards of Identity to Include Salt Substitutes

Vilter IHP in plant

Industrial Heat Pumps: Sustainable Energy Solutions for Now and the Future

CHECK OUT OUR NEW ESSENTIAL TOPICS

Alternative ProteinAutomationCleaning/SanitationFabulous Food Plants

Food SafetyMaintenance StrategiesOEE

PackagingSustainability

Events

June 5, 2025

Mass Customization Driving Innovation in the Food and Beverage Industry

The food and beverage industry is at the nexus of transformative global manufacturing trends, driving a shift toward personalized, customer-centric solutions. 

June 5, 2025

How Cafe Spice Uses Automation to Propel Private Label

Learn about Cafe Spice’s new, state-of-the-art, highly automated manufacturing facility in Beacon, New York. 

View All Submit An Event

Products

Recent Advances in Ready-to-Eat Food Technology

Recent Advances in Ready-to-Eat Food Technology

See More Products

Plant of the Year

Related Articles

  • Plant-based burger Future Farm

    Brazilian plant-based brand Future Farm expands distribution in the U.S.

    See More
  • Innohas Green Food Factory exterior

    Innohas Opens Plant-based Food Factory in South Korea

    See More
  • Simply Better Brands' TRUBAR line

    Simply Better Brands Enters Agreement with Sodexo in Plant-based Food Efforts

    See More

Related Products

See More Products
  • Functionalized_Carbohydrate.gif

    Functionalizing Carbohydrates for Food Applications

See More Products
×

Elevate your expertise in food engineering with unparalleled insights and connections.

Get the latest industry updates tailored your way.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Food Master
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

Food Engineering logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Food Engineering logo
  • NEWS
    • Latest Headlines
    • Manufacturing News
    • People & Industry News
    • Plant Openings
    • Recalls
    • Regulatory Watch
    • Supplier News
  • PRODUCTS
    • New Plant Products
    • New Retail Products
  • TOPICS
    • Alternative Protein
    • Automation
    • Cannabis
    • Cleaning | Sanitation
    • Fabulous Food Plants
    • Food Safety
    • Maintenance Strategies
    • OEE
    • Packaging
    • Sustainability
    • More
  • EXCLUSIVES
    • Plant Construction Survey
    • Plant of the Year
    • Sustainable Plant of the Year
    • State of Food Manufacturing
    • Top 100 Food & Beverage Companies
  • MEDIA
    • Podcasts
    • Videos
    • Webinars
    • White Papers
  • FOOD MASTER
  • EVENTS
    • Food Automation & Manufacturing Symposium and Expo
    • Industry Events
  • RESOURCES
    • eNewsletter
    • Custom Content & Marketing Services
    • FE Store
    • Government Links
    • Industry Associations
    • Market Research
    • Classified Ads
  • EMAGAZINE
    • eMagazine
    • Archive Issue
    • Advertise
  • SIGN UP!