To prepare for two presentations this coming week at the QCS Purchasing Cooperative Annual Conference, I took a deep dive into FMI’s “The Power of Plant-Based Foods and Beverages 2022” report. In it, I found my argument for making dairy foods lactose free.
For starters, only 2% of the consumers surveyed--a nationally representative sample of 2,009 U.S. grocery shoppers who were 18 years of age or older--between May 9 and 25, 2022, consider themselves vegan. That means 98% of consumers may be open to enjoying dairy foods.
The study also showed that many of that 98% are actively trying to include more plant-based foods in their daily diet. This includes plant-based dairy.
Many shoppers (42%) responding to FMI’s survey put either a lot (14%) or some effort (28%) into selecting plant-based options. Not surprisingly, those who regularly eat animal product alternatives (43% of shoppers) are more likely to put additional effort into selecting plant-based foods and beverages. Members of younger generations, particularly millennials (25% a lot, 37% some), show a greater inclination than Gen X and Boomers to say they put more effort into selecting plant-based foods and beverages.
Here’s where it gets interesting. Taste was also the number-one reason for not repurchasing, as indicated by half of those surveyed.