What drives plant-based purchase decisions?

Plant-based purchases are driven by health considerations, environmental concerns, animal welfare, curiosity, and increasingly by taste and convenience as products improve.

Who buys plant-based products?

The majority of plant-based consumers are flexitarians reducing animal products rather than strict vegans or vegetarians. This mainstream audience prioritises taste and convenience.

What are the main barriers to plant-based adoption?

Key barriers include taste and texture concerns, price premiums, ingredient lists that seem highly processed, and uncertainty about preparation and cooking.

How do plant-based products compare on taste?

Taste perceptions vary significantly by product and brand. Consumer expectations have risen with improved formulations, making taste parity increasingly important for repeat purchase.

Research Studies

Tag: Plant-Based

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Plant-Based Food Research Studies

The plant-based category has evolved beyond vegans to mainstream flexitarians seeking to reduce animal product consumption. Ditto's Plant-Based research reveals what actually drives trial, repeat purchase, and the barriers that prevent broader adoption.

These studies cover meat alternatives, dairy-free products, plant-based proteins, and the flexitarian consumer mindset. Each study explores the motivations, taste expectations, and trade-offs that define purchase behaviour in this evolving category.

What You'll Discover

What motivates consumers to try plant-based products
Taste and texture expectations vs product reality
Price sensitivity and willingness to pay premiums
Barriers to trial and repeat purchase in plant-based

Explore our plant-based studies below, or book a demo to research your category.

Research Studies

Plant-Based Food Research Studies

Plant-Based Yogurt: What Actually Matters to Consumers

Plant-Based Yogurt: What Actually Matters to Consumers

Rude Health Consumer Study

Plant-Based Snack Consumer Study - Hippeas

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