The consumer motivations for switching from their favorite products to plant-based alternatives are fragmented. It’s about incorporating new foods and variations in everyones daily diet, including more fruits and vegetables, cutting down on meat consumption but also increasing protein intake, avoiding bad carbohydrates and starch products, and reducing sugar consumption.
The most important fact about this trend is that it is NOT about replacing meat – people want to consume more plants alongside dairy and meat and their favorite everyday foods.