What’s the importance of ‘open-omnivores’?

As it’s our first edition of the new year, let’s kick things off with a fresh concept – one you may or may not have been introduced to yet: the term ‘open-omnivore’. Among a throng of consumer bases, open-omnivores are one of the latest to have been identified – and they might just be the most important for businesses operating
in the alternative protein industry to focus on.

So, what’s an open-omnivore? A term coined by the alternative protein sector, an open-omnivore falls somewhere between an omnivore and a flexitarian. Essentially, this consumer group consists of omnivores who are open to consuming plant-based meat products but haven’t done so yet. Taking this further, in what ways do open-omnivores differ from other demographics? According to research, not all omnivores are at the same levels of readiness to try plant-based foods. The latest EU Smart Protein Project survey found varying reachability levels among consumers – open-omnivores are those at the start of this ‘readiness’ journey. Unlike traditional omnivores – who consume a wide range of foods without much thought to sourcing or impact – open-omnivores are willing to reduce meat and incorporate more plant-based foods out of health, ethical, and environmental interests.

Although flexitarians eat a mostly plant-based diet with occasional meat consumption, open-omnivores are primarily meat-eaters but are open to exploring alternative proteins. However, both groups are influenced by health, ethical, and environmental motivations to varying degrees, although flexitarians tend to act on these motivations more readily.

Open-omnivores represent … an untapped opportunity as they don’t yet spend in the plant-based category but can be encouraged and supported to do so

Why do open-omnivores matter? Open-omnivores represent a key target for growing plant-based sales. They’re an untapped opportunity as they don’t yet spend in the plant-based category but can be encouraged and supported to do so. When we compare the potential of open-omnivores to flexitarians, the only way to increase plant-based sales with the latter is through higher penetration. Therefore, open-omnivores likely hold even greater potential than flexitarians in expanding plant-based sales.

With this in mind, what’s the open-omnivore potential in Europe, and what’s the segmentation breakdown? After analyzing the latest Smart Protein Project data and respondent demographics, ProVeg estimates that 35% of European consumers are open-omnivores. The consumer group spans all age groups (with notable representation from Millennials, Gen X, and Gen Z) and genders, although there is a slight female skew. Our analysis found that European open-omnivores have moderate to higher education levels and live in small, mixed-dietary households with neutral to easy finances. Significantly, they are health-conscious and environmentally aware but need more accessible information and support to take action.

We also found that open-omnivores enjoy good food (taste is important!) but price is a consideration when they’re out shopping. Furthermore, they may hesitate to try plant-based alternatives due to concerns over taste, preparation, and affordability.

Open-omnivores, like many consumers, are often influenced by recommendations from peers, family, and social media when making purchasing decisions. However, support is crucial for them to adopt long-term changes. This group is also highly responsive to nudges at points of sale and consumption, highlighting the significance of ‘choice architecture’ in retail and food-service settings (a concept I delved into in my previous column). Additionally, (and significantly) open-omnivores tend to read food labels carefully and favor products with familiar, recognizable ingredients.

The open-omnivore segment offers great potential. Although these consumers have some reservations about plant-based adoption and require support, their openness to trying new foods is exciting. By breaking down the demographic, businesses can develop products and strategies to engage this group effectively and encourage plant-based adoption.

To learn more, visit ProVeg’s New Food Hub, and stay tuned for more industry insights in my next column!

Gemma Tadman is ProVeg International’s B2B Communications Manager. In her role, she works to engage and support businesses in the transition to sustainable food and drink production, and accelerate the growth of the alternative protein industry. This article is republished from the Q1 2025 edition of Protein Production Technology International, the industry's leading resource for alternative proteins. To subscribe to all future editions, please click here