Survey Reveals Flexitarians Drive Plant-Based Food Trends


Parsippany, NJ – New global consumer research from a Beneo GmbH shows that flexitarian consumers are driving the demand for plant-based foods. 

A flexitarian diet is a style of eating that mainly consists of plant-based foods while still incorporating animal products in moderation, the company explains. With only 10 percent of U.S. consumers identifying as vegan or vegetarian, understanding the key motivations and expectations of flexitarians is vital for product development and marketing success, Beneo research reveals.

The company partnered with the market research agency Insites Consulting to survey 11,990 consumers in 10 countries and found that flexitarians are especially interested in transparent labels, sustainability, health and new food experiences. 

According to the survey, one in four consumers globally call themselves flexitarians. Approximately half of flexitarians already buy alternatives to meat and dairy, with almost one in three also buying plant-based sweets like chocolate.  

Compared to other consumers, flexitarians are especially interested in sustainability and transparent labels: 84 percent are concerned about climate change and the environment and 86 percent want transparency with the ingredients their products are made with, the survey finds.

However, similar to the general population, a pleasant taste and texture remain key to repeat purchases. Almost half of consumers surveyed report they want to see tastier options in the plant-based sweets and bakery aisles especially. 

“Flexitarians are a sophisticated target group,” says Myriam Snaet, head of market intelligence and consumer insights at Beneo. “They are looking for a convenient way to include innovative and adventurous taste experiences in their daily diet and are not willing to compromise on enjoyment.”