For a trend that seemingly came out of nowhere, plant-based eating continues to defy the odds as consumers in ever-greater numbers adopt this as a better-for-you lifestyle choice. Some experts predict that the trend is just getting started. But as a broader swath of consumers – from those who identify as vegans and vegetarians to the more adaptive flexitarians – embrace plant-based products, the stakes are high for brands to get all the attributes right, from taste and texture to sustainable sourcing.
Although it is hard to pinpoint the current size of the plant-based market, recent research from NBJ and New Hope Network’s NEXT Data & Insights suggests: - 20% of Americans identify as plant-based or say they eat a largely plant-based diet
- Another 20% say they choose plant-based meat and dairy alternatives at least sometimes
| 
