Economic pressures and taste concerns slow plant-based diet adoption, EAT-GlobeScan report highlights

A new global survey reveals that while interest in plant-based diets remains strong, significant economic and sensory barriers are preventing widespread adoption. The 2024 EAT-GlobeScan Grains of Truth report, based on responses from over 30,000 consumers in 31 markets, indicates that although 68% of respondents express a desire to eat more plant-based foods, only 20% do so regularly—a decline from 23% in 2023.

Price remains the most cited obstacle to plant-based food adoption, with 42% of respondents highlighting affordability as a key barrier. Rising food costs have led many consumers to prioritize cost-effective, familiar dietary choices. This challenge is particularly pronounced in North America and Europe, where economic constraints are making it difficult for consumers to justify the premium pricing of plant-based alternatives.

Beyond affordability, taste remains a major deterrent. More than a third (35%) of global consumers indicate that they are reluctant to switch to plant-based diets due to concerns over flavor. Despite advancements in product development, a gap persists between consumer expectations and the sensory appeal of available plant-based options. For older generations, in particular, taste and texture continue to be significant hurdles to adoption.

Younger consumers, particularly Millennials, are driving interest in plant-based diets. Seventy-two percent of Millennials express a desire to eat more plant-based foods, compared to 58% of Baby Boomers. However, intention does not always translate into behavior. Even among younger demographics, affordability and taste concerns remain key barriers to regular consumption.

Interestingly, the report notes that while Millennials and Gen Z are more inclined toward plant-based diets than older generations, their actual consumption has declined compared to 2023. In contrast, Baby Boomers are more likely to prioritize general health-conscious eating but are less willing to replace animal products with plant-based alternatives.

While affordability is a universal barrier, the report highlights distinct regional variations in the factors influencing plant-based food consumption. In North America and Europe, cost remains the dominant concern, with 48% and 46% of consumers, respectively, citing price as a limitation. In Asia-Pacific, nutritional skepticism is more pronounced, particularly in countries such as China and Vietnam, where consumers seek reassurance that plant-based foods can meet their dietary needs.

Meanwhile, in Latin America and Africa, economic instability further complicates dietary transitions. Consumers in these regions are often preoccupied with food security challenges, making the shift to plant-based diets a lower priority compared to more immediate concerns around affordability and accessibility.

Despite these obstacles, sustainability continues to be a strong motivator for plant-based diets. One-third of global consumers say they would prefer plant-based alternatives to meat, provided they match the taste, nutritional value, and cost of traditional options. However, the report also notes a shift in attitudes: consumers are now more likely to prefer real meat over plant-based alternatives compared to four years ago, underscoring the need for more effective communication on the environmental and health benefits of plant-based foods.

Health remains the primary driver for reducing meat consumption, but financial considerations have now surpassed concerns about animal welfare. With rising living costs, consumers are making dietary decisions that balance both health and budget constraints.

The report suggests that governments and the food industry must take proactive steps to make plant-based foods more accessible and appealing. Potential solutions include subsidies for plant-based food producers, tax incentives for consumers, and clearer labeling to highlight the health and sustainability benefits of these products.

Investment in research and development could also play a critical role in improving the taste and texture of plant-based foods, particularly for older consumers who remain skeptical about these alternatives. Additionally, culturally tailored product development may help align plant-based offerings with regional dietary traditions, increasing their appeal across different markets.