Environmental protection and health are the reasons why flexitarians mainly choose plant-based foods

 According to research conducted by Kerry, flexitarians—the main consumer group driving the growth of plant-based foods—are more picky about their products than vegetarians.


The survey shares key buying drivers specific to the U.S., U.K., Australia and Brazil markets, revealing consumer demand for plant-based burgers that go beyond just tasting delicious.

The taste and nutrition company researched more than 1,500 consumers to reveal sensory expectations for plant-based burgers and cheeses.

Fiona Sweeney, Director of Strategic Marketing at Kerry, said:

"Ensuring a great taste experience - a complete sensory experience that includes sight, sound and texture - is very complex, and in plant-based foods it is inherently more challenging because it challenges meat and dairy products Flexitarian consumers, the main consumer group driving the growth of the global plant-based food category, are actively trying to reduce their consumption of meat and dairy products. However, as they still eat meat and dairy products, their appetite for plant-based alternatives is increasing Taste expectations are driven by these experiences. Overall, our research found that flexitarians are more choosy about plant-based products currently on the market.”

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