New shopper behaviors driving plant-based choices

While consumers are still showing interest in plant-based foods, evolving expectations and economic pressures are influencing new purchasing behaviors. Many shoppers still seek plant–based options for health and environmental reasons – but they also want better taste, affordability, and convenience. 

These shifts are creating new challenges for brands and retailers working to get plant-based foods at the center of the plate. Over the last few years, the plant-based food plateau has transitioned to a decline.   

To unlock future growth, brands must gain a deeper understanding of today’s plant-based shoppers and activate marketing strategies that meet their changing priorities and preferences. 

Shifting plant-based sales

84.51° Consumer Research reveals plant-based food sales have fluctuated over the past five years, jumping 45% from 2019 to 2020, followed by a plateau and dropping each year since 2022.  

Categories contributing to this decline include meatless dogs, with a sales drop of 39% year-over-year in 2024, and plant-based dips and dressings, which decreased 19%. There are a few bright spots, though. Plant-based categories that are still growing include meatless entrees (+31%), plant-based egg replacement (+14%), and plant-based soft cheese (+2%). 

Factors fueling choices 

Among shoppers who increased their plant-based consumption, more than half (51%) believe plant-based foods are healthier; 48% enjoy the taste/flavor, and 30% say they’re better for the environment. When these shoppers were asked what would make plant-based shopping easier, more promotions and/or coupons topped the list at 63%. Other motivators include placing recipe ideas in aisle or online (30%), and more education on plant-based foods (27%).  

Shoppers who decreased their purchases of plant-based foods said they did so because they disliked the taste/flavor (41%) and it no longer fits their budget (30%). To overcome these barriers, 63% say lower prices and more frequent sales and coupons would make them more likely to purchase, while 33% want better taste and texture.

Winning with plant-based consumers

These shopper insights present opportunities for brands to fine tune their marketing strategies to address consumer concerns. To grow increasing behavior among plant-based shoppers, they can: 

• Offer more frequent promotions, and ensure they are visible to shoppers.  

• Make it easy to distinguish plant-based items from animal-based on signage and tags, ensuring they are top of mind for consumers. 

• Inspire and educate shoppers on how to use plant-based foods through recipes and other engagements.  

Discover more about shopper behavior

Consumer sentiment and shopping behaviors will continue to evolve, and brands need to understand shoppers as they reevaluate their habits. For more actionable insights about the trends shaping shopper behaviors across categories, visit our 84.51° Knowledge Hub