What persuades consumers to purchase plant-based foods at retail?

Consumer research shows taste and familiarity are key drivers of purchase behavior

In 2019, GFI partnered with Mindlab International to conduct research with over 2,500 U.S. consumers to identify the biggest drivers of purchase intent for plant-based foods, the effects of different category descriptors, and perceptions of plant-based foods. While the plant-based category has evolved significantly since that time, the main findings of this study continue to reflect our understanding of how consumers engage with the category.

Taste, familiarity, and tradition were the most influential in motivating consumers to purchase plant-based products. These were followed by the need for the products to be fresh, nutritious, and healthy. Altruistic attributes, such as sustainability and animal welfare, were less important to consumers and much less likely to influence purchasing decisions. 

When it comes to category descriptors and labeling, we found that terms featuring the word “plant”, such as “plant-based” and “plant-protein”, were more effective at increasing purchase likelihood than the terms “vegan,” “meatless,” and “meat-free.”