Consumer Trends & Insights

Two in five Americans believe all processed foods are unhealthy, despite evidence showing otherwise, according to a new poll. Over the last couple of years, as the ultra-processed food (UPF) backlash has raged on, a wave of…
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As sustainable alternatives to palm oil enter the mainstream, a new survey shows that consumers view them more favourably than the conventional tropical fat. Would you eat a fat made from fermented yeast? That's a question one…
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While a majority of Spaniards are reducing meat or open to doing so, the plant-based industry needs a "level playing field" to help them shift their eating habits. Meat is becoming unfashionable in Spain, but plant-based alternatives…
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A majority of consumers globally remain interested in plant-based meat and dairy alternatives, while millennials are keenest on blended proteins. Despite the doom-and-gloom coverage of the plant-based sector, three-quarters of global…
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Milk and butter producers are calling on the US food regulator to investigate Country Crock's use of 'butter' on the packaging for its dairy-free alternative. Having already been at the receiving end of several lawsuits over the years,…
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TikTokers are loading up on fibre in Gen Z's latest health trend, fibermaxxing, which has a rare seal of approval from nutritionists. It's also a big opportunity for plant-based food brands. Protein may be everywhere right now, but…
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The use of terms like 'beef' or 'salmon' on cultivated meat packaging labels helps, rather than hinders, consumer understanding, particularly with allergenicity. Four in five Europeans are able to differentiate cultivated meat from…
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A new review shows that reshaping the physical context in which meat-free dishes appear is the most effective way to encourage sustainable consumption. Making plant-based dishes the default option, increasing their ratio against…
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A new survey shows that a majority of US consumers believe vegan diets are more costly than the Standard American Diet, despite meat being the highest source of spending for 70% of them. Talk about veganism in a social setting, and…
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While young men are driving the rise in meat consumption in the UK, they're also more open to cultivated meat than other demographics. Two in five young men in the UK are eating more meat than they did last year, and 83% of them don't…
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Shortly after acquiring low-calorie fat maker Epogee, David Protein is being sued by other snack brands for allegedly monopolising the ultra-processed ingredient derived from a seed oil. What was supposed to be a celebratory week for…
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A two-country study shows that people who don't eat meat place less emphasis on building personal relationships and independent thinking and success are key tenets of their social values. Vegetarians have a different worldview from…
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When it comes to plant-based diets, the V-March campaign says Chinese consumers are motivated primarily by health and food trends. With China's protein consumption surpassing that of the US, and a majority of it coming from plants, the…
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Retail sales of plant-based food in Europe grew by 2% in 2024, thanks in large part to inexpensive private-label offerings from supermarkets. Over the last year, a wave of retailers in Europe has pledged to increase the share of plant…
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In the US, 24% of consumers are cutting back on meat this year, but enthusiasm for plant-based alternatives remains low – here's why. While Americans may have spent more on meat last year than ever before, nearly a quarter (24%) of them…
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While up to two-thirds of UK consumers are willing to try precision-fermented products, fewer would consume them regularly, exhibiting the need to build familiarity and trust. Between 52% and 68% of Brits are open to trying foods made…
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Beef and lamb are among the foods that face the biggest threats from competition with cultivated meat, underscoring why some lawmakers want to ban the latter. One country and six US states have so far passed laws that prohibit companies…
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US sales of plant-based food fell by 4% and 5% in retail and foodservice last year, respectively, but they held steady above the $8B mark for the third year in a row. Despite widespread sales declines across the plant-based category,…
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In Germany, a quarter of consumers are open to trying cultivated meat made from a 3D printer, a much greater share than in 2019. As Europe's leading plant-based market, Germany has always shown openness to food tech innovation,…
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Oat milk continues to rise in popularity globally, thanks to its flavour and climate benefits – but it is so much more than simply another non-dairy alternative now. Despite what was perceived as a bad year for the category, oat milk,…
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Current evidence overstates the impact of eco-labels on food products and menus. It doesn’t mean we should stop using them, says a new study. Sustainability labels that show a product or meal's climate impact aren't as influential as…
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