A recent EAT-GlobeScan survey reveals a clear generational divide in the adoption of vegetarian and vegan diets, signaling a burgeoning trend with implications for sustainable food brands.
Conducted annually across 31 global markets since 2021, the Grains of Truth consumer research series by GlobeScan in partnership with EAT examines public sentiments towards the food system. The latest findings underscore stark differences in dietary preferences among age groups. While baby boomers tend to prioritize healthy eating, they are notably less inclined to embrace plant-based diets. Only 16 percent of older adults report consuming plant-based foods “most” or “all of the time,” compared to 27 percent each among Generation Z and millennials.
Significantly, Generation Z and millennials have shown a marked increase in vegetarian or vegan diet adoption, reflecting a 5 percentage-point rise since 2021, akin to their Gen X counterparts.
The shift towards plant-based eating among younger consumers highlights a promising market opportunity for sustainable food brands. However, the slower uptake among baby boomers underscores the importance of broader age group participation for realizing the full benefits of transitioning away from meat-based diets. This shift not only promises potential health benefits but also contributes positively to climate change mitigation efforts.
The survey, conducted from July to August 2023, polled 29,565 individuals worldwide, aiming to gauge attitudes towards sustainable and healthy eating habits.
For more insights and detailed survey results, refer to the GlobeScan and EAT Grains of Truth report.
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