NEW YORK — Taste is top-of-mind for consumers who eat plant-based proteins, according to new research from Mintel. Fifty-two per cent of U.S. adults said taste was the No. 1 reason they opt for plant-based proteins, outranking health at 39%, environmental protection at 13%, animal welfare at 11% and diet concerns at 10%.
While taste was king in reasons why consumers eat plant-based proteins, their perceived health benefits also proved to be important. Forty-six per cent of Americans said that plant-based proteins are better for you than animal-based options, Mintel said, and 76% said they believe plant-based foods are healthy. These health-conscious consumers are driven to plant-based proteins for varying health-related reasons, including avoiding processed foods (39%), managing weight (31%) and promoting muscle growth (16%).
“Consumers are open to plant-based alternative proteins, and while they recognize health concerns as a distinct selling point for these, they will not waver when it comes to taste,” said William Roberts, senior food and drink analyst at Mintel.