Since 2021, GlobeScan has partnered with EAT, a science-based global platform for food systems transformation, to conduct the Grains of Truth consumer survey series. Conducted in 31 markets worldwide, the annual survey aims to delve into consumer concerns about the current food system, their attitudes and behaviors towards healthy and sustainable food consumption, and their perspectives on who should lead food system transformation.
The survey details stark differences in views across age groups. This year’s survey shows that while Baby Boomers are more likely to say they eat healthy foods often in general, they are less likely to say they eat a plant-based diet often. Only 16 percent of Baby Boomers and older adults say they eat plant-based foods “most of the time” or “always,” compared to 27 percent each of Gen Z and Millennials.
Most importantly, Gen Z consumers (like Gen X consumers) are reporting increased adoption of a vegetarian or vegan diet, up 5 percentage points since 2021.
What does this mean?
Younger consumers are driving consumption of vegetarian and vegan foods, a trend that presents a huge opportunity for sustainable food brands.
However, it is also important to consider other generations, such as baby boomers, who have been slower to adopt a vegetarian/vegan diet. To reap the benefits in terms of both public health and climate change mitigation, the shift from meat to a plant-based diet can only be fully realized with the participation of all age groups.
Survey Questions: Please answer a few questions about what you do in your daily life. Tell us how often you do the following: – Eat vegetarian or vegan food: Rarely, sometimes, most of the time, all the time.
Source: GlobeScan and EAT Grains of Truth report (conducted among 29,565 members of the general public in 31 countries and regions in July-August 2023)
