The Profile of a Flexitarian

Meat alternatives are certainly in the spotlight. According to Innova Market Insights, meat free launches are growing at 11% per year globally (2013-2017). In developed countries like the U.S. and the UK, the percentage of consumers who have increased consumption of meat substitutes over the last year is: 44% and 54% respectively. In developing areas, the scenario is even greater: 65% in Mexico and 74% in China.

While vegetarians are a traditional audience of this segment, they make up barely 5% of the global population. The growth is likely coming from a new profile—the flexitarian typically eats a meatless meal at least once a week and pays close attention to the health and environmental aspects of their food experience. This audience isn’t about shunning animal protein, but desires more options and flexibility in their eating experience. Most notably, the trend is driven by increased interest in:

  • Daily Living: Seeking foods that provide natural sources of energy, enable digestive health and focus on clean eating

  • Health: Desire for foods with health-related benefits like heart health and immunity

  • Sustainability: Drawn toward foods that contain sustainable ingredients and a positive impact on the environment.

Retail is currently the preferred channel for meat alternative meals. Various food service channels like quick service restaurants, canteen operators and traditional food service are offering more meat alternatives and vegetarian/vegan product options.

The demand from flexitarian consumers is posing new and exciting possibilities. Let DuPont Nutrition & Biosciences help you extract the most value from this promising market.

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