IFIC Study: 40% Say There Was Nothing They Didn’t Like About Trying Plant Based Alternatives

Forty-one percent also said that “liking to try new foods” is their top reason for trying a plant alternative to meat. 

If you’re like many, you probably recall someone in your life like a little brother or a picky friend that wouldn’t touch a vegetable with a ten foot pole! Forget about veggie burgers or tofu…that was never going to fly! But times are changing, and while the products have gotten better, perception is generally very positive, consumers like the taste of plant-based foods and find them more affordable. 

In a new report by the International Food Information Council (IFIC), A Consumer Survey on Plant Alternatives to Animal Meat, 1,000 consumers were interviewed. Although 66% identified as omnivores, 50% also say they have tried plant alternatives to meat. If that doesn’t suggest that modern consumers are approaching their diets with an open mind, 41% also said that “liking to try new foods” is their top reason for trying a plant alternative to meat. 

And while taste has historically been a major factor in consumer purchase decisions, the good news for makers of plant products is that "taste" is what people like the most about plant alternatives to meat, said 53%!

And when asked what their top criticism of plant-based products was, the top answer (40%) was “there is nothing I didn’t like.” Whoa! 

Other points of interest found in the study: 

• "Anticipation of disliking" the taste is top reason for not having tried a plant alternative to animal meat (31%).
• 26% perceive plant based alternatives as better for the environment, and 45% say they are healthier.
• When consumers examine plant based alternatives, they find nutrition facts to be more important than ingredients. (23%).

Health and environmental crisis have nudged us to explore plant-based alternatives more, and with consumer feedback like this, it looks like these products have a great chance of making it, growing, and improving in the years to come.