Eight in 10 Millennials Buy Meat Alternatives, According to Study

According to research firm Mintel, nearly eight in 10 U.S. millennials consume meat alternatives and almost one-third of U.S. millennials are trying to eat more plant-based foods.
Patty Johnson, associate director of purchase intelligence at Mintel, found that health concerns, ethics, and the rising cost of meat motivate consumers to buy meat alternatives, but other significant drivers are taste, time saving, and ease of use. Clean labels, such as “non-GMO and “no artificial ingredients, are must-haves as millennials become more ingredient-savvy.
 
Johnson writes:
Overall, U.S. consumers’ top priority for meat alternatives is taste. If the products do not convey tastiness on the package, they will not inspire trial. More importantly, if they do not taste good, consumers will not re-purchase them.
Products with highest purchase intent are Gardein Mandarin Orange Crispy Chick’n, Gardein Seven Grain Crispy Tenders, and Beyond Meat Beastly Sliders 2.0. The Gardein dishes each claim 47 percent purchase intent, and Beyond Meat’s sliders 45 percent.
 
Veg millennials pose the “biggest threat to burger and chicken restaurants by cutting back on meat and forcing more plant-based foods onto the market, an earlier Mintel report reveals.
 
Mintel foodservice analyst Trish Caddy explains:
The biggest threat to the popularity of burger and chicken is the trend of consumers cutting back on eating meat. This is being driven by Younger Millennials who have either adopted a full-time vegan lifestyle or are simply eating more plant-based dishes. Operators now need to tackle this issue by offering consumers more varied choice, including vegan burgers.
Mintel’s is not the only research that shows millennials are driving the global shift away from meat. GlobalData found that a full 70 percent of the human population is either reducing meat consumption or leaving meat off the table altogether, and the generation often mislabeled as self-absorbed and lazy—the one born just after Gen X—is spearheading that worldwide change.
Fiona Dyer, GlobalData’s consumer analyst, told Forbes:
The shift toward plant-based foods is being driven by millennials, who are most likely to consider the food source, animal welfare issues, and environmental impacts when making their purchasing decisions.
Over the past decade, veganism has seen consistent growth among millennials concerned about the environment, animal welfare, and their own health. The New York Times called millennials “Generation Nice, as they “collectively favor companies who embrace the values of good citizenship. The Times also stated that this generation boasts more self-identified vegetarians than any other—three times more than Gen X and 12 times more than baby boomers.
Additionally, GlobalData reported that there were six times as many vegans in America in 2017 as in 2014, and Allied Market Research predicts that the meat substitute market will grow 8.4 percent from 2015, potentially reaching $5.2 billion globally by 2020. Coherent Market Insights predicts that the global vegan meat market will surpass $6.5 billion by 2026.
There’s no stopping the demand for vegan alternatives. France saw a 24 percent soar in vegan and vegetarian product sales in 2018. Australia saw a 92 percent increase in launches of products carrying a vegan claim between 2014 and 2016.
A booming plant-based market is surely here to stay. Recent studies reveal that Gen Z—the generation after millennials—might be even more into vegan food.
This global shift away from animal products is great news for the countless animals who suffer horribly at factory farms. Cows, pigs, and chickens raised and killed for food are subjected to unthinkable cruelties: tiny, filthy cages; burns and amputations; and merciless slaughter.
It doesn’t matter when you were born; you have the power to stop this heinous cruelty. When you choose a compassionate vegan lifestyle you take a stand for animals, the environment, and your own health. Order your FREE Vegetarian Starter Guide today. And check out our Pinterest page with hundreds of vegan recipes!