Food and beverage companies nationwide are increasingly investing in plant-based meat alternatives to satiate growing consumer demand for protein not sourced from animals. But who exactly are the primary consumers of such products? According to Packaged Facts, it’s younger American consumers, particularly those who are between the ages of 18 and 44, who are the most likely to eat plant-based meat and who account for the majority of plant-based meat consumers.
Upon closer examination, data published by Packaged Facts reveals that the 18-24 age group comprised of members of Generation Z and the youngest Millennials born in 1996 are 22% more likely than the population as a whole to eat plant-based meat, poultry, or seafood products. Meanwhile, Millennials age 25-34 and members of Generation X are even more likely to partake.
Because Millennials age 25-34 are the most likely to report eating plant-based meat products, they make up the largest share of plant-based meat eaters. The 35-44 age group is the second largest share, while the 65+ age group accounts for the third largest share of plant-based meat eaters due to its large population despite being the least likely to use these products.