FMCG Gurus have revealed to us that their research indicates what they call the beginning of a dietary revolution in the US, one focused on alternative protein sources. American consumers, increasingly concerned over their health, are tempted by the increased availability of meat substitutes in fast food outlets amid a mass move away from meat.
The organisation’s consumer research shows that, of those who eat meat regularly, fewer than half say that they have not considered reducing their meat intake. These consumer insights show that there is a move towards meat alternatives and plant-based proteins, even in the diets of those who eat meat. In total, 29% of consumers actively describe themselves as flexitarian.