I recently attended a webinar hosted by the Good Food Institute (GFI) on plant-based meat consumers in the US and I walked away with a notepad full of fascinating insights. If you’re curious about who’s saying yes to plant-based meat (and who’s still sitting on the fence), read on.

First things first: People are interested

A solid 71% of US consumers surveyed said they’re at least somewhat likely to eat plant-based meat and/or dairy in the future. That’s no small number.

Who’s leaning in?

Mostly younger people, those with higher household incomes, and folks living in urban areas. And the top two reasons they’re curious – Health and nutrition.

But plant-based meat isn’t winning everyone over yet. GFI broke down the U.S. audience into six consumer segments based on attitudes, behaviours, and beliefs around food, health, sustainability, and of course, meat.

Meet the Six Segments of the Plant-Based Meat Consumers

➔ Ethical Alternative Seekers (10%)

These are your conscience-led eaters. They’re big on sustainability, animal welfare, and ingredient transparency. Many of the these consumers are vegetarian/vegan or eating less conventional meat.

They see plant-based meat as tasty, versatile, and a welcome part of their mostly plant-forward diets. They might eat more if it were less processed and easy to find. They eat PBM around 3.3 times a month and are least concerned about taste matching conventional meat.

Fun fact: 59% are women and 40% are millennials.

➔ Health-Conscious Compromisers (18%)

This group wants to eat healthier, but taste and price matter. They’re wary of processed foods and look for nutritious meals that don’t sacrifice flavour. Plant-based meat fits the bill for them in theory, but in practice, they lapse more than other groups.

About 53% say they’d consider it more if it were more affordable, and 34% want it to taste more like conventional meat.

➔ Nutrition-Focused Integrators (10%)

These are thoughtful eaters who balance nutrition and enjoyment. Many are millennial men, live in urban areas, and have kids at home. They read food labels and aim to avoid additives while getting the right mix of protein, vitamins, and minerals.

They see conventional meat as an enjoyable and nutritious part of their diet and consume a significant amount. They see PBM as a healthier alternative to unhealthy types of conventional meat and eat it about 2.5 times a month and are more likely to eat it if were free of artificial ingredients and had more protein.

➔ Protein Maximizers (19%)

Protein is king here. These consumers associate food with fuel and favour high-protein, energy-boosting meals. They like the idea of lean protein from plant-based sources but aren’t giving up meat as they see conventional meat a big part of their culture.

They eat PBM 3.1 times a month and are highly likely to consume it again in the future. This group is mostly millennial men with above-average income.

➔ Carefree Considerers (19%)

They don’t overthink food. Meat is familiar and comforting, and while they’re open to the idea of plant-based meat, most don’t know much about it. Only 15% ate it in the past year.

That said, they’re not hostile to the category — they just need a little more awareness and a better nudge.

➔ Value-Driven Skeptics (24%)

This is the largest group but also the least engaged. They care most about taste and price and don’t see strong reasons to switch.

While 45% say they might consider PBM if it were more affordable, only 29% say they’re very likely to eat it in future. Many eat PBM just once a month or not at all.

So, who’s most likely to take the leap amongst the plant-based meat consumers ?

🔸 81% of Ethical Alternative Seekers and 89% of Protein Maximizers said they’re very likely to eat plant-based meat in the future.
🔸 Only 29% of Value-Driven Skeptics feel the same way.

While Ethical Alternative Seekers are actively reducing or avoiding meat, other segments like Protein Maximizers and Carefree Considerers are actually eating more conventional meat than before. Still, the fact that they are trying or are open to PBM shows there’s opportunity if the offering matches their expectations.

Taste and price continue to be the biggest barriers across all groups, but especially among Health-Conscious Compromisers and Value-Driven Skeptics. About 37% of the addressable market says affordability is the top factor that would make them consider PBM more often, and 27% say better taste would help.

I’ll be honest I expected to hear a lot about data, but I came out thinking about the personalities of eaters. But maybe that’s exactly what brands need to do: stop marketing to “plant-based meat consumers” as one big group, and instead, talk to people based on who they are, what they care about, and what’s holding them back.

Have you met any of these eater types in your own circle? Or maybe you’re one of them? I am an Ethical Alternative Seeker having embraced veganism five years ago. Which category do you fall under?

To know more about this report, check out Good Food Institute website

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