More than half of Aussies and Kiwis surveyed for a new trends report have tried plant-based foods and beverages.
The Future of Food Report ANZ by market research firm Toluna Corporate interviewed nearly 2,000 consumers from Australia and New Zealand with the goal of assessing the demand for plant-based, free-from food, organic, and clean label products in the two countries.
According to the report, 68% of trialists in Australia and 67% in New Zealand have tried plant-based products, with 70% and 78% being carnivores, respectively. Those who identified as flexitarian accounted for 35% in both markets.
Among the main triggers to try plant-based products were perceptions of said products being healthy, saving the environment, curiosity to try, and liking the taste.
Meanwhile, nearly half of trialists said they began consuming plant-based food & beverage within the past year, indicating a growing trend in plant based consumption.
Plant based dairy products – especially milk – were found to be the most tried by respondents from both countries.
Regarding frequency of plant-based food & beverage consumption, fewer than half of those surveyed said they consume such products at least once a week. Rather, the majority of respondents said that they consume plant-based products as an addition to their current diets rather than a replacement, with those consuming plant-based products as a replacement standing at 42% for Australians and 34% for New Zealanders.
With regards to price, up to 40% of plant-based trialists in New Zealand find it much more expensive than regular food, whilst 20% of the trialists expressed willingness to pay price premium for plant-based food.
As for those consumers who never tried plant-based products, respondents cited satisfaction with their current diet, displeasure with the idea, and belief that meat is more nutritious as the main reasons for not trying.
Overall, 1 in 3 of the trialists of plant-based products said they expected their consumption to increase in the next six months.
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