Study: What Influences Gen Z Consumers to Adopt Plant-Based Eating Patterns?

From vegconomist.com 

A study published in the journal Foods has examined the factors that affect the willingness of Gen Z consumers to adopt plant-based diets.

The research questioned over 500 university students in Greece, India, and the UK. Most Greek and British students were responsible for their own meal planning, grocery shopping, and cooking, whereas Indian students tended to live with relatives and were less likely to prepare their own meals.

Almost half of Indian students (46.5%) were receptive to the idea of shifting to a plant-based diet, possibly due to the country’s strong tradition of vegetarianism. However, just 14.4% of Greeks and 19.6% of Brits were open to the idea.

                                                                                                                   Photo by Elevate on Unsplash

Taste and nutrition

39.4% of respondents thought that plant-based products were too expensive, while 32.8% believed they had an inferior taste. However, 39.9% said that some plant-based foods taste good, while 45.5% agreed that they are significantly healthier than their animal-based counterparts. 51.5% believed that anyone can easily adopt a plant-based diet.

The majority of students (65%) said plant-based diets were safe and healthy, while over half (54.2%) agreed that they were effective in the prevention and treatment of chronic diseases. But while 57.8% believed that animal products are not the only quality protein sources, almost half (47.7%) thought meat was a higher-quality protein source than plant-based products. Students were found to have insufficient knowledge regarding alternative proteins, indicating the need for nutrition campaigns to provide reassurance that plant-based foods contain enough protein.

Respondents who prepared their own meals were found to be more interested in nutrition and more receptive to novel foods. In Greece, students were much more likely to adopt plant-based diets when not living with their parents, possibly due to the strong connection between meat consumption and family gatherings in the country.

                                                                                                                          Image courtesy of Veggly

Gender and culinary ability

In India, female students and postgraduates were more likely to shift to a plant-based diet, while male students were discouraged by the stereotype that eating meat is masculine. Somewhat surprisingly, Indian and British students who considered themselves excellent cooks were less likely to adopt plant-based dietary patterns, perhaps because they were accustomed to cooking with animal ingredients.

In conclusion, factors such as improved health and well-being motivate Gen Z to transition to more plant-based diets, while dissatisfaction with taste and price can pose barriers to adoption. Convenience, familiarity, and nutrition concerns may also play a role. The researchers suggest that the food industry should emphasize the health and environmental benefits of plant-based foods to increase consumer acceptance.

The study comes after a poll conducted last year by health website Medical Inspiration Daily For Stronger Society (MIDSS) found that Gen Z is currently the largest driver of the US vegan market. 70% of those who identified as vegan in the poll said they intended to continue following the diet, while 60% said they are trying to educate those around them about the benefits.

“The idea that a plant-based diet is the best choice for both physical and mental health is gaining traction,” said MIDSS. “And while veganism might still seem a bit too extreme for much of the population, Gen Zers clearly prefer it more than any other generation. Their plant-based preferences are also changing the health and food landscape as we know it.”

https://vegconomist.com/studies-and-numbers/what-influences-gen-z-plant-based-eating-patterns/