Only 12.8% of consumers say they plan to eliminate all animal protein from their diet. The vast majority of consumers want to mix meat and alternative proteins in some way.
Blend burgers provide a clue where consumption patterns might settle. Though blend burgers currently have low awareness and low trial, consumers who have tried one see them as a key tool to increase plant-based foods in their diet. Those who have tried say blend burgers are more appealing than other burger alternatives.
Whatever the solution, Gen Z consumers have made it clear that the environment and food will be linked more closely with each passing year.
“Gen Z in particular, but younger consumers more broadly, are at least trying to put their money where their convictions are,” Maeve Webster, President of Menu Matters, said. “Whether that will result in a seismic change in consumption patterns or more nuanced shifts is yet to be seen, but there’s no doubt that mindfulness about consumption and how choices may impact climate change, environmental welfare, social justice, and worker issues will be part of the conversation for younger consumers as they navigate food choices going forward.”
The rising trend of ethical consumerism will set new expectations for branding and communications. At C.O.nxt, we’re fully prepared to help companies navigate this new reality. Our team of subject matter experts focuses on food and agriculture—farm field to processing to entrée on a plate. We always have our finger on the pulse of food trends that are shaping the industry. We can help you build a new brand, protect a current one or target the right audiences. Let’s talk when the time is right to handle your next strategic marketing and communications challenge: Marcy Tessmann, email@example.com.