How YouGov delivered insights on the plant-based market

Challenge

Understanding consumer behavior in the plant-based market.

Solution

Combining behavioral and opinion survey data to provide in-depth consumer insights for FMCG and Retail clients.

Impact

Detailed insights to optimize brand strategies and tap into market opportunities.

Business challenge

The decline in meat consumption, coupled with the rise of flexitarian diets and plant-based nutrition, is reshaping the food industry. Both Consumer Panel Services (formerly part of the GfK group through 2023) and YouGov clients in the Fast Moving Consumer Goods (FMCG) and Retail sectors are seeking to understand these shifting trends and the impact on consumer behavior so they can make future-proof decisions.

While plant-based products have faced increased scrutiny, younger generations are showing renewed interest in vegan alternatives to sausage and meat products. Veganuary 2024, which saw over 160 participants attend a joint webinar, highlighted that despite recent growth fluctuations, there remains an engaged group of young, affluent consumers willing to spend on food. Veganuary continues to create awareness, driving broader reach for plant-based alternatives and bringing new buyers into the category.

With so much fluctuation, it’s important to understand these changes. The joint study was created to help answer key questions for clients:

• How are market changes impacting the future of plant-based substitutes?
• Will shoppers return to animal products as they reconsider their choices?
• What emerging trends are shaping the younger generations?
• How can plant-based brands inspire long-term loyalty?
• What barriers are preventing permanent dietary shifts?

Solution

YouGov produced an innovative multi-client study, combining YouGov's consumer attitude data with shopper behavior insight. This comprehensive approach analyzed both consumer opinions and actions to provide a holistic understanding of the plant-based market.

Focusing on the German market, a representative panel of 2000+ Germans aged 18 and older was surveyed on their dietary behavior, purchase drivers, consumption & attitudes towards proteins, and barriers for buying animal and plant-based products across eight categories.

The study explored:

• The development of both animal-based and plant-based markets, broken down by specific categories
• Generational differences in dietary preferences between animal- and plant-based consumption
• Opportunities, risks, and future potential for animal- and plant-based diets
• Consumer demand for expanding and improving the plant-based product range

Key findings included:

• A 79% growth in the plant-based market by volume between 2020 and 2024
• A 19% growth in market penetration during the same period
• 11% of consumers following a vegan or vegetarian diet
• Shoppers plan to increase consumption equally in two plant-based categories:
• 14% increase in plant-based meat/sausage/poultry alternatives
• 14% increase in plant-based dairy replacement products

By combining YouGov's expertise opinion data and deep knowledge of shopper behavior, the study provided valuable insights for FMCG and Retail brands. YouGov, with its panel of over 27 million members and a strong legacy of tech-driven innovation, offered key data on consumer opinions, motivations, and media habits. Drawing on over 60 years of expertise from Consumer Panel Services (formerly part of the GfK group through 2023) in understanding purchasing patterns and market trends, complemented this with detailed behavioral insights.

This collaboration gave brands a clearer understanding of their consumers, helping them make informed decisions and navigate growth opportunities in both plant-based and traditional food markets.

Business outcomes

The integrated approach delivered detailed insights into evolving buying behavior within the animal and plant-based markets. Our clients now have a clear understanding of the entire plant-based shopper journey, from what products they buy and where, to the motivations behind their purchasing decisions.

As of August 2024, six of clients have commissioned an in-depth analysis of the plant-based segment. The report’s insights have helped these clients better understand the current market landscape for products of animal origin, the consumer segments most concerned with animal welfare and environmental sustainability, and the key factors – like taste – that drive the comparison between plant-based and traditional products.