Millennial’s Quest for Food Discovery is the Key Driver of Plant-based Food Sales

Regular readers of this blog know that ‘Food Discovery’ is the undercurrent running throughout most Millennials and Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® all evidence points to that quest for discover as the key driver of plant-based food growth.

New research by Sweet Earth Foods and conducted by OnePoll, the survey found that millennials’ relationship to food is unique from that of previous generations, as almost six in 10 millennials (57%) currently subscribe to a special diet, such as plant-based, Keto, vegan or Whole 30.

The results found that millennials spend $2,242 at the grocery store and $1,672 dining out over the course of a year– averaging $187 and $139 per month, respectively — and they also try an average of 46 new foods.

Why this might be a trend rather than a fad.  Well, for those who follow a special diet the study found, 44% do so because it’s better for the environment, while 37% say it’s more ethical. Millennials report making 17 tweaks or changes to their diet per year, with the top changes found to be eating healthier foods (46%), avoiding sugar/carbs (41%) and focusing more on plant-based foods (36%). That’s in addition to a third (34%) who have cut down on their meat consumption.

But while social media might not be where millennials are finding their food inspiration, respondents are using it for other things. Seven in 10 (69%) have posted photos of their food to social media in the past year; of those, 26% have taken 10 or more photos to get one that’s social media- worthy. And when it comes to what they eat, millennials’ top priorities are cost (48%), having it be full of nutrients (46%) and no artificial additives in their food (40%). This is followed by organic food (39%) and having it be plant-based (37%).

Now that brings us to JUST, a company that applies cutting-edge science and technology to create healthier, more sustainable foods, launched a new campaign to celebrate Better Breakfast Month, observed annually in September.  Because Millennials want better-for-you meals and snacks all day long according to Johnson.

JUST is teaming up with more than 150 foodservice operators, including restaurants, colleges and universities, to highlight how to make breakfast better for people and the planet with the plant-based JUST Egg.

JUST Egg is now stocked by 20 of the 23 largest retailers in the U.S. and is the #1 selling refrigerated liquid egg in the Natural Channel, according to SPINS, the leading provider of data and insights for natural, organic and specialty products1.

Global consumption trends and studies show that a growing number of people are seeking out plant-based products and healthier, protein-rich, low sugar options. JUST Egg, which is perfect for omelets, scrambles and quiches, ticks those boxes and more. In consumer surveys, 77% of those choosing JUST Egg are meat eaters; 21% do not eat animal products; and 57% plan to eat more plant-based proteins in the next 2 years.

Breakfast, lunch, dinner, or for a snack, plant-based foods will drive the undercurrent of new product adoption at restaurants, grocery stores, c-stores, and dollar stores according to Johnson. 

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, www.Linkedin.com/in/grocerant/ or www.twitter.com/grocerant/