Danone Multicultural Plant based Movement Survey Infographic

Danone North America has released new research exploring the relationship between multicultural audiences and plant-based products. While the report is based on a survey of US multicultural communities, , Danone North America embarked on this research to learn from different multicultural communities about their interest in plant-based eating, how younger generations are adopting flexitarian lifestyles, what cultural stigmas they may experience, and how the industry can better reflect their culture in everything from marketing to innovation.

At the Table: The Multicultural Plant-Based Food Perspective, a survey of more than 4,000 adults found that plant-based eating is on the rise among multicultural audiences, especially the younger millennial and Gen-Z populations.

While the popularity of plant-based foods has exploded and multicultural audiences are a driving contributing force to the movement, this research also uncovered gaps in how much multicultural consumers can truly embrace plant-based diets as they feel that plant-based offerings are less attainable due to cultural stigmas and accessibility barriers. 

Key takeaways

Multicultural Consumers Play a Significant Role in Driving the Plant-Based Movement

  • Multicultural audiences are more willing than the total population to add plant-based foods into their diets as a substitution for animal products, with younger millennials and Gen Z consumers leading the charge.
  • 71 per cent of Asian Americans, 55 per cent of Black/African Americans and 61 per cent of Hispanic/Latino respondents say they "strongly" or "somewhat agree" that they are open to substituting the current foods they eat with plant-based alternatives compared to less than half of total population respondents (49 per cent). 
  • Nearly 9 out 10 (84 per cent) multicultural respondents say food is a form of self-expression, compared to 79 per cent of Total Population. (Breakdown: 82 per cent Hispanic/Latino, 80 per cent Black/African American, and 91 per cent Asian American.)
  • Nearly three-quarters of multicultural respondents (73 per cent) say they 'strongly or somewhat agree' that they try to be environmentally friendly with their food choices but sometimes don't have the information they need.  

Multicultural Audiences Report Multiple Barriers to Plant-Based Adoption

  • While multicultural audiences are making up an increasing share of the plant-based market, research revealed that overall, they feel less represented and less engaged by plant-based food brands.
  • More than half of (55%) respondents say their community and culture are "not that well" or "not at all" represented by plant-based food companies and brands including 58 per cent of Hispanic/Latino, 52 per cent of Asian Americans, and 60 per cent African American/Black respondents. The numbers are even higher among the Gen-X and Baby Boomer generations within these communities.  
  • More than half of Hispanic/Latino (56%) and Black/African American (51%) respondents "strongly" or "somewhat agree" there is a stigma in their culture around people who eat plant-based foods.
  • Multicultural respondents feel some healthier or more nutritious foods are less attainable due to barriers of affordability and accessibility. 48 per cent of Asian Americans, 42 per cent of Hispanic/Latino and 40 per cent of Black/African Americans also say they see plant-based foods as more expensive.

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