Numerator continues to track purchase data and survey-verified buyers to understand shifts in consumer behavior. In a recent analysis, Planting a New Strategy: How to Engage the Flexitarian Shopper, Numerator dove into flexitarian shoppers and their importance to the plant-based category. Here’s what was learned:
- Flexitarian shoppers are those who purchase both animal-based and plant-based products for consumption. Almost 72M U.S. households purchased at least two plant-based meat or dairy products within the same time frame as a purchase of at least two animal-based meat or dairy products
- Flexitarians went on 6x more animal-based trips than their plant-based equivalent categories in 2022
- 44% of flexitarians said they purchase plant-based food and beverages because they believe it is healthier, and 38% said they purchase items for their nutritional benefits
- Flexitarians typically find out about plant-based products on the shelf in stores (40%) or from a friend or family member (32%)
- Flexitarians are motivated to try products in a new plant-based category due to sales/discounts (49%) and health/nutrition benefits (44%)
- Flexitarian consumers are 18% more likely to be Millennials and 15% more likely to live in urban areas
- Factors that influence flexitarian consumers’ decision to purchase animal-based products over plant-based products include taste (61%), availability (33%), preference of someone else in the household (26%), and ease of preparation (24%)
- Flexitarian consumers say they are influenced by websites (20%) and social media (16%).
Stay tuned for upcoming data on topics such as economic consumer sentiment.