Contrary to popular opinion, plant-based alternatives will not be the demise of traditional meat—thanks in part to the rising concept of “flexitarian.” Not familiar with the term? It’s the latest dietary trend in the food arena, except it’s far less restrictive than options like keto, alkaline and tapeworm diets. That’s because it’s perfect for consumers who are willing to delve heavily into both traditional meat and plant-based alternatives—and they’re ushering in a new area of protein consumption in the process.
FLEXITARIAN: IS IT REALLY NEW?
As well-intended as many recent diet fads may be, the protein landscape today and going forward will be defined more by the word “and” than “or.” In fact, only about 5% of U.S. households are vegan or vegetarian, leaving 95% as omnivores. Additionally, nearly 60% of U.S. consumers agree that having the right dietary balance of both animal and plant foods is important. What’s more, nearly all (98%) meat alternative buyers also purchase meat, and they do so more than the average meat buyer ($486 vs. $478 per year). Less than a third (27%) of meat alternative purchasers buy meat alternative products five or more times a year. So if we define flexitarian as medium and heavy buyers of both meat and meat alternatives, they account for 37% of all meat alternative buyers and they spend $643 on meat every year—a whopping $165 more per year than the average meat buyer.
To read the rest of the story, please go to: Nielsen Company
