The Generations Fuelling the Plant-Based Market

From vegconomist.com 

Consumer habits are changing fast, with Millennials and Gen Z making a significant impact. These generations are increasingly conscious of their food choices and are shaping the future of the food industry through their purchasing power, digital influence, and values-driven consumption.

Among these generations, plant-based eating has become more popular, fuelled by concerns about health, sustainability, and animal welfare. According to the latest Smart Protein Project survey, Gen Z has the highest rates of vegetarians (7%), vegans (4%), and pescatarians (5%) in Europe. In contrast, omnivores are more prevalent in the Boomer and Gen X groups. 

However, flexitarianism – the practice of reducing meat consumption without eliminating it entirely – is not confined to younger generations. Adoption rates are similar across Boomers (29%), Gen X (27%), Millennials (28%), and Gen Z (26%). This implies that while younger consumers are leading the transition toward fully plant-based diets, older generations are also contributing to market growth by integrating more plant-based options into their meals.

For businesses, these results suggest that there may be an opportunity for marketing and product development tailored to specific needs across age groups.

So, what drives Millennials and Gen Z, and how can businesses attract these consumers?

Health, sustainability, and social influence

Younger consumers are embracing plant-based diets for a variety of reasons, from functional health benefits to environmental concerns. Health-conscious Millennials prioritise functional foods that offer additional benefits beyond basic nutrition, while Gen Z is particularly focused on gut health, mental well-being, and immunity-boosting foods.

Meanwhile, sustainability remains a major factor in plant-based purchasing decisions. Climate-conscious Millennials and Gen Z consumers are more likely to support brands that emphasise ethical sourcing, carbon footprint reduction, and eco-friendly packaging. A recent study found that 37% of US Gen Z consumers consider climate change their top personal concern, compared to 27% of Gen X and 29% of Boomers. Meanwhile, 54% of Gen Z and 50% of Millennials say they are willing to pay 10% more for sustainable products, compared to just 23% of Baby Boomers. 

For brands, this means an opportunity to develop and market products that align with these values. Companies that prioritise health, transparency, and purpose-driven messaging will gain a competitive advantage.

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Social media: the powerhouse of influence

Unlike previous generations, Gen Z and Millennials grew up in a digital-first world. Social media isn’t just entertainment – it’s shaping their shopping habits. Viral plant-based recipes, influencer endorsements, and sustainability challenges all play a role in their purchasing decisions. 

Companies that engage with younger audiences through digital platforms will build trust and brand loyalty.

Generational shifts

As the plant-based market evolves, the ability to adapt to generational preferences will be crucial for brands looking to thrive in this competitive space.

Curious about the latest insights and strategies to tap into this market? Read the full article on ProVeg’s New Food Hub, and get in touch with their experts for more support, at corporate@proveg.org. 

https://vegconomist.com/market-and-trends/generations-fuelling-plant-based-market/