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FMI—The Food Industry Association is out with its inaugural Power of Plant-based Foods and Beverages 2022 report, which it describes as being "the first-ever comprehensive review of the plant-based topic broadly, addressing naturally plant-based foods such as fruits, vegetables, beans and whole grains and alternatives to traditional animal-derived items."

One conclusion:  "Nearly half (42%) of shoppers put either a lot or some effort into selecting plant-based foods or beverages."

“More than 40% of shoppers at least occasionally eat a meat, dairy or seafood alternative, but dairy alternative sales are more than twice those of meat alternatives,” said Steve Markenson, director of research and insights for FMI. “The plant-based foods most likely to be regularly consumed by shoppers are naturally plant-based — fruits and vegetables (75%) and beans, nuts, or grains (47%).”

Other conclusions:

•  "Shopper feedback indicates confusion about plant-based foods and beverages and a lack of knowledge about key attributes of these options. The majority of shoppers surveyed responded that the word 'healthy' came to mind when thinking of plant-based foods and beverages. Others associated plant-based foods with words such as 'vegan,' 'vegetarian,' 'organic' or 'natural'."

•  "The research found that curiosity is a major characteristic for shopper experimentation. Millennials are more likely than Gen X and Boomers to put effort into selecting plant-based foods, and nearly half of shoppers buying plant-based foods and beverages live in households making over $100,000 and have children. Shoppers interested in these foods and beverages tend to have bigger basket sizes, but also shop online."