The global plant-based market approached $21 billion in 2020, on the heels of five-year double-digit growth. While the plant-based movement is undeniably mainstream, consumer motives driving the category’s growth are personal. Understanding the needs, wants, expectations, and differences between plant-based consumers is of the utmost importance for brands today. A recent study dives into these segmented consumer-types, revealing the keys to ensuring plant-based product development success.
