In Chicago, an extensive survey conducted by agribusiness giant ADM shows a clear consumer shift to plant-based protein during the COVID-19 pandemic. Consumers also report significant interest in improving their gut health, immunity and emotional wellbeing through nutrition.
“Consumers’ attitudes, priorities and behaviors are shifting significantly,” Ana Ferrell, Vice President of Marketing at ADM, tells FoodIngredientsFirst. “This evolution is providing a unique opportunity for forward-looking food and beverage companies to bring a suite of trailblazing new products to market.” Product developers have an opportunity to further boost category growth by highlighting the features of plant-based protein offerings that motivate purchases, including the connection to holistic wellness and improved environmental outcomes, she adds.
Three-quarters of consumers say they will attempt to be healthier in the future. Eighteen percent of consumers who indicated they have bought plant-based protein say they did so for the first time after the pandemic started. Over 90% of those characterize themselves as “likely” to make further meat alternative purchases.
“Consumers widely report that nutrition and wellness benefits motivate purchases of plant-based protein products, but they’re unwilling to settle for offerings that fall short of providing an enjoyable eating experience,” Ferrell adds. “At ADM, we understand that the key to continued growth in the plant-based space is raising the bar on sensory aspects of finished products.”