Flexitarians Driving Growth in the Plant-Based Market

Contrary to popular belief, vegans and vegetarians accounts for only 4% and 6.4% of global plant-based consumers, respectively.1) 73% of plant-based consumers are omnivores and flexitarians who eat meat. In particularly, the “key” consumer group that is leading the growth of the plant-based market is flexitarians, who limit animal-based food intake but do not strictly adhere to a vegetarian diet. This group is the core group, making up nearly half (42%) of plant-based consumers.2)                   

1) Attracting Flexitarian Consumers with Comfort and Familiarity, Vegconomist (2023)
2) The Rise of Vegan and Vegetarian Food, Euromonitor (2021)

Flexitarians aim to reduce meat consumption while maintaining familiarity. They prefer plant-based meats that mimic the taste and texture of real meat, motivated by the desire for a "real meaty experience”.

Flexitarians' Desire for Familiarity and Real Meaty Experience” in Plant-Based Meat

Flexitarians might eat real meat for lunch and plant-based meat for dinner. So when choosing food, “familiarity” is an important factor to them. They expect the taste and texture of plant-based meat to be equal to that of real meat, since they eat real meat on a daily basis3), and the fact that their most important motive for purchasing plant-based meat is the taste also illustrates their expectations.4) In conclusion, flexitarians basically aim to reduce meat consumption, but seek familiarity in this process. What they want more than anything else is a “real meaty experience,” that is, the taste and texture of real meat from plant-based meat.

3) Kerry Research into Plant-based Alternatives Reveals Sustainability and Health Are the Top Drivers for Flexitarians, but Taste Is Key to Consumer Preference (2022)
4) Attracting Flexitarian Consumers with Comfort and Familiarity, Vegconomist (2023)

Taste and Texture Challenges: Major Barriers to Plant-Based Meat Consumption

In many consumer surveys, taste is the No. 1 reason for not consuming plant-based meat5) and not continuing to purchase it,6) showing that taste continues to be a major barrier in the consumption of plant-based meat. On top of the dissatisfactory taste, texture remains a huge unmet needs of consumers. This can be seen in consumer surveys, where texture (20%) is also a major factor for not consuming plant-based meat, along with taste (27%),7) and four out of the top five reasons for not re-purchasing plant-based meat are dissatisfaction with the texture together with taste.8)

5) Health and Nutrition Survey, Plant-based Meat Alternatives/Reasons for Not Consuming, Euromonitor (2023)
6) Taste Remains a Problem for Many Plant-based Foods, The Food Industry Association (2023)
7) Consumer insights, The Good Food Institutes (2023)
8) Innovations in Alternative Proteins: Understanding the Viewpoints and Purchasing Behaviors of U.S. Meat Eaters, IFIC Food Insight (2023)

Factor for Not Consuming 
Plant-Based Meat

Taste with texture is a barrier to 
consumer adoption of plant-based foods.

Reasons for Non-Repurchase of Plant-Based Meat

The primary dislike factor for plant-based meat consumption is ‘unpleasant texture

The Quest for Meat-Like Taste & Texture: Addressing Consumer Concerns in Plant-Based Meat

In particular, consumers consider texture along with taste to be as important in real meat, and more than half (54%) were concerned about plant-based meat being “less juicy.”9) Moreover, consumers who pointed out the lack of texture showed their disappointment in detail, claiming it was “dry,” “lacking in moisture,” and “mushy,” and they wanted more springiness, as if they were chewing meat.10) In this situation, where texture issues regarding the fibrous texture and juicy mouthfeel remain to be solved in the plant-based meat market, some new products have claimed to be more fibrous.11) As such, a real meat-like taste and texture are crucial for captivating the tastes of more consumers, being selected continually and appearing as the main dish on the diner table.

9) Key Consumer Insights on Plant-based Meat in 2022, V-Label (2022)
10) Sink Your Teeth Into This: Improving Texture in Plant-Based Meat, Motif (2021)
11) Plant-based Meats New Products, Innova Market Insights (2023–2024)