FMCG Gurus, a global provider of consumer insights and market research, has revealed new findings pointing to plant-based protein as an essential component in shaping sustainable diets of the future.
As climate change and resource pressures accelerate, consumer behaviours are shifting dramatically. According to FMCG Gurus’ latest data, 59% of global consumers have changed their diets in the past two years to support a more environmentally friendly lifestyle. Within this group, 29% have reduced or eliminated meat entirely, signalling a long-term shift in global protein consumption habits.
Environmental Concerns Driving Change
Growing concerns around sustainability and food security are positioning plant-based proteins as more than a lifestyle trend. With global populations rising and food systems under strain, these alternatives are increasingly being viewed as part of the solution to ensuring long-term nutritional security.
Barriers Remain: Nutrition and Taste
Despite rising interest, barriers persist. FMCG Gurus’ insights reveal that 35% of consumers avoiding meat substitutes say they are deterred by “too many unfamiliar or artificial ingredients,” raising concerns around processing and clean labelling.
Taste also remains critical. In the plant-based dairy category, 90% of consumers rank taste as the most important factor, followed by natural claims (71%) and price (69%). These attitudes are expected to extend across plant-based protein categories, where sensory satisfaction will be vital to encouraging repeat purchasing.
Opportunity in Emerging Segments
Other plant-based categories are already gaining strong traction. Among consumers of plant-based dairy, 84% drink plant-based milk weekly, while 21% purchase plant-based sport nutrition drinks and 17% buy plant-based chocolate. These figures suggest that when taste and formulation are aligned with expectations, plant-based products can successfully integrate into everyday diets.
Looking Ahead: Positioning for Success
FMCG Gurus concludes that plant-based protein must evolve beyond being seen as a simple substitute for traditional meat. Instead, it should be positioned as a desirable, nutritious, and environmentally responsible choice that appeals to both early adopters and mainstream consumers.
About FMCG Gurus
FMCG Gurus provides global consumer insight and market research across food, beverage, and health sectors. Our independent, evidence-based research empowers brands to stay ahead of emerging trends and respond effectively to evolving consumer demands.
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