Page 23 - Cubo - Winning In Plant-Based

The next 3 most common And it’s far from

responses were also ‘self’ focused niche these days

Proportion claimong to be eating more plant-based / vegan food:

India China Turkey South Africa Italy
Top reason amongst
Global

those that are trying to
average
reduce meat:

Australia Brazil Germany US UK

Whilst animal cruelty and environmental

concerns are likely to dominate for many
vegans/vegetarians, and likely to be lower level

‘nudge’ factors for other plant-based eaters
So we know there are different types of plant-based
(i.e. they can be used in support of other
eaters, and different routes into the category, but it’s
messaging), it is clear that focusing more on the
also clear that there are A LOT of people who are at least
benefits to the individual will be key for a lot of
claiming to be seeking out more plant-based foods
those looking to cut down on meat consumption

I am eating more because I’m concerned about animal
13%
cruelty Figures here reflect how prevalently people are increasing
plant-based sources in their diet worldwide. It certainly feels
I am eating more because I’m concerned about the more like a movement than niche now
13%
environment and sustainability

We can also see no reason for this reversing, we believe it’s here
I am eating more because family member(s) or
4% for the long-haul... especially as these figures rise as you move
friend(s) are vegan
through the generations towards the all-important Gen Z who will
I am eating more because I don’t like the taste of 3% shape the market of the future
meat / dairy
All this makes it crystal clear that this is no longer a market that

can be treated as one amorphous group, it is much bigger, more
• UK / US over index on losing weight complicated and nuanced than that, so more sophisticated NPD
• UK highest on environment / sustainability (China and SA low)
and marketing will be needed to succeed in the future
• China over indexes on generally healthier / increasing fruit & veg
• Brazil and India highest on animal cruelty

Which of the following best describes the amount of plant-based / vegan
foods you include in your diet?
CUBO May 2019 Quick Vote via Toluna n=36,080

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