U.S. consumer health perceptions of plant-based meat
Most consumers see plant-based meat as “very” or “somewhat” healthy, and health is a top reason why people try and repurchase plant-based meat. This factsheet summarizes recent research about U.S. consumer health perceptions of plant-based meat.
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What role does health play in driving plant-based meat as a choice?
Americans are looking for healthy and protein-rich foods, but many are conflicted about the healthfulness of conventional meat. Many also struggle with inconsistent information about which foods are healthy. Most Americans see plant-based meat as healthy, and health is a top reason cited for trying and repurchasing plant-based meat. Many say they would eat more plant-based meat if it were less processed, but health appears to be less of a barrier than taste is to trial and repeat purchase today.
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