Page 18 - Cubo - Winning In Plant-Based

There’s no such thing as

the ‘average’ plant-based

consumer any more Whilst there will be overclaim in this sort of direct
questioning, it is clear that there is a massive global

market to play for, when you consider all those
people (c. 60%) who claim to either not eat meat, or
to be cutting down

Global Survey Average
Only 4% claimed to actually be vegan (and 10%

vegetarian) – and for many of these it will be on
ethical grounds, which are less important for the
Carnivore (include meat / dairy products in my diet) 39%
much bigger groups of flexitarians and carnivores

Carnivore but trying to include more vegan / who are looking to cut down on meat. This would
21%
plant-based meals in my diet suggest that whilst vegan has become a buzzword,

it’s as likely to be used as a moniker for a type of
Flexitarian (mostly plant-based / vegan but
21% food (e.g. ‘let’s go vegan’ in the same way as ‘let’s
sometimes eat meat / dairy)
have a Chinese’) as it is to describe the actual

Vegetarian 15% lifestyle choice for many

Clearly the needs of the different groups will differ,
Vegan And loads of different types of vegan!! 10%
and there will be alternative ways of ‘attacking’
what is now a very large potential market – with

Pescatarian (do not eat meat, but do eat fish) 4% more than a third eating meat, but cutting down (or
aiming to)

Other
8%
Even within vegans there are lots of different types
/ attitudes / behaviours, so even when you hone in,

it’s clear this is not just one homogenous ‘eat less

Flexitarian –higher in China meat’ group of consumers. There is ample room for
Flexitarian – higher in China
- Carnivore trying to reduce –higher in China and SA targeting of different products at different needs
- Carnivore trying to reduce – higher in China and SA
- ‘Pure vegan’ –low level and relatively consistent (slightly higher India) and motivations. Clearly understanding your target
- ‘Pure vegan’ – low level and relatively consistent (slightly higher in India)
audience becomes key in this situation

Which of the following best describes your diet?
CUBO May 2019 Quick Vote via Toluna n=36,958 across 10 countries

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