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studies like “What consumers want: a survey on European consumer attitudes towards plant-based foods” It even already has highly identified sales categories, thanks to flexitarian consumption.
Within investigations like “Veganz nutrition study 2021” It has been measured which European countries are the protagonists of this consumption.
“Press release September 2020” is a study he investigated that leads a consumer to become a flexitarian.
Flexitarian consumption has a very important behavior and part of the novelty of the concept, with which we understand, there is a dynamic activity in the market and a permanent search for options that satisfy this demand.
The flexitarian consumer is so important today that a study titled “What consumers want: a survey on European consumer attitudes towards plant-based foods” It identified that the main categories that have detonated their sales for this category of consumption have been plant-based milk, at 36 percent; plant-based yogurt, 28 percent and plant-based meat, 27 percent.
What is a flexitarian?
andrea santa maria Brand Manager of NotCo Mexico, recognizes in an interview with Merca2.0 that this type of consumer is a “person who is much more aware of what they consume and seeks to reduce their animal impact.
The perfect example to describe this consumer is the people who actively participate in the Meatless Monday, where ways to reduce the consumption of animal protein are sought, for reasons such as health issues, by people who cannot take lactose; people who have asked them to reduce their meat consumption, people who seek to promote actions against animal cruelty and those who seek to reduce their impact on the carbon footprint.”
In a study called “Veganz nutrition study 2021” It was found that in powerful markets such as Europe, 27 percent of people in Germany said they followed a diet of this type, making it the country with the largest number of consumers with this profile. In Austria there are 25 percent of the population; France, 18 percent; Spain, 13 percent and the United Kingdom, 12 percent.
“We thought it would take more work, there is a need that stores seek to cover due to customer demand, one would think that it is a niche product, but it is a trend that is growing,” explains Santa María, justifying that the category plant-based has grown in Mexico due to consumer demand itself, which has forced retail to open space for brands like NotCo, as we saw with Starbucks. In fact, in one investigation titled “Press release September 2020” It was discovered that 49 percent had become flexitarian for health reasons, therefore, the health issue has become a strong trigger for categories that are increasingly present in retail, such as plant-based meat.
“First there is consumer demand and their needs, but we also see the need for companies and groups to have this branch and sell more sustainable products and services and reduce their carbon footprint. That’s why that has helped us a lot, starbucks it seeks to have more sustainable products, for example.
If we see the detail of the study “Press release September 2020”, Apart from health reasons, there are also nutritional reasons and an awareness of the impact generated on the environment, which has consolidated the category of flexitarian consumers in the world.
The scheme has been identified in Mexico with the same insights and brands that are beginning to respond to this demand, establishing a very important consumption pattern, where the consumer is in a permanent mix and match to meet their demand.
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