Before restaurants include more plant-based foods on the menu, they’ll want to know more about who’s going to be ordering and eating them.
Before restaurants include more plant-based foods on the menu, they’ll want to know more about who’s going to be ordering and eating them. Surprisingly, plant-eaters may not be who or what many think. Below is a primer on today’s trend-forward, plant-eating people.
WHO makes plant-based purchases?
- Lots of young people; 56% of plant-purchasers are Gen Z or millennials.
- Mostly women; 49% identify as female.
- Families; 37% have kids in their household.
- Seventy-one percent are Caucasian; 19% are African American; 11% are Hispanic.
- They have money. The average household income of plant-based purchasers is $90.6K.
WHY do they make plant-based purchases?
- Forty-one percent are limiting meat/dairy consumption.
- They have strong attitudes concerning the need for more agricultural methods.
- They are optimistic that science is a means to solve problems related to food.
WHERE can plant-based purchasers be found?
- Sixty-six percent live in large cities/suburbs.
Source: Hartman Group, Food & Technology 2019
Looking for more inspiration?
See our blog to learn more about these growing trends! Or download our Vegging-Out White Paper, to learn what consumers expect from meatless meals plus fresh ideas for adding vegetable-centric items to your menu.