Why Gen Z Is Going Plant-Based Faster Than Older Generations

Karen Asp, Sentient Media, June 28, 2022

When 22-year-old Cienna Romahn turned 16, she went vegan. She’d already been vegetarian for 10 years, but what started as a moral obligation to the animals became an obligation to the planet. “While animal welfare is still important to me, the environmental impact of my food and lifestyle choices is the number one focus for how I choose to live,” says Romahn who lives in San Francisco and works as an events manager at Hooray Foods.

Although her name may not be as well known as fellow zoomer and climate and environmental activist Greta Thunberg, Romahn is one of the many young individuals hoping to fight climate change one bite at a time. In fact, she and her peers are proving that the adage “with age comes wisdom” holds little merit. In the wake of dire warnings from the EAT-Lancet Commission and the Chatham House that the world needs to shift to a plant-based diet to avoid climate destruction, young people are latching onto the message and changing their diets faster than other generations.

For proof, look no further than a 2020 YouGov survey which found that Millennials are more likely than other generations to say they’ve changed their diet, one reason being to reduce their impact on the planet. According to the survey, they’re also more likely than Gen Xers and Baby Boomers to have tried a vegetarian diet, and more Millennials have gone vegan than older generations. What’s more, a report from the NPD Group shows that the Gen Z and Millennial generations will be almost entirely responsible for the growth of dairy and meat alternatives through 2024…

[… Read more at Sentient Media ]


 

Gen Zs and Millennials Will Drive Growth of Plant-based Foods in the U.S. Over Next Few Years

Making Healthier Choices, Sustainability, and Animal Welfare Are Top Motivators for These Plant-based Consumers

Kim McLynn, NPDOct. 21, 2021

The consumer demand for plant-based beverages and foods for in-home meal prep has continued throughout the pandemic. Both dairy and meat plant-based alternatives are forecast to grow through 2024, driven almost entirely by Millennials and Gen Zs, who choose these products for better health and because of their interest in sustainability and animal welfare, reports The NPD Group.

The deep-rooted values of Gen Zs and Millennials behind their choice of plant-based foods enabled the category to continue to grow throughout the pandemic when many consumers turned to comfort or more familiar foods. The demand for plant-based foods didn’t waver during the pandemic. About one in five adults say they want more plant-based foods in their diets, and that number remained steady throughout 2020, according to NPD’s recently released The Future of Plant-based Snapshot: The Evolution of Plant-based Continues.

Interest in plant-based dairy and meat alternatives by Gen Zs and Millennials extends beyond burgers and almond milk. These plant-based consumers look for various meat, poultry, or seafood analogues, flavor profiles, formats. For this reason, plant-based opportunities exist across frozen, shelf-stable, indulgent, and snack categories.

“As consumers continue to prepare more meals in the home and younger generations cook more, plant-based foods and ingredients will be a part of their repertoire,” says Darren Seifer, NPD food industry analyst and co-author of the study. “In addition to providing a variety of plant-based foods and ingredients, food manufacturers should also focus efforts on Millennials and Gen Zs since they will be driving the category’s growth. Their concerns for sustainability and animal welfare should also be taken into account when messaging to them.”

[… Read at NPD ]