New research from the Plant Based Products Council (PBPC) shows growing interest in and demand for products made from renewable materials. The report illustrates a growing awareness of and commitment to plant-based product offerings, along with the specific inputs used to create them. The study also underscores consumer interest in supporting companies who produce and innovate plant-based products.
The second annual consumer survey of 1,054 adults, conducted June-July 2021, explores the public’s perception and understanding of renewable and sustainable materials and products.
Are Plant-based Products Top of Mind for Consumers?
- More than 4 in 10 consumers (44%) are committed to using plant-based products in their daily life or see opportunities to integrate them into their lives.
- 57% of consumers reported using plant-based products at least once a week, up from 53% in 2020.
- More than 2 in 3 consumers (65%) reported they sometimes, frequently or always think about products made from plants when making purchasing decisions, ordering takeout delivery, eating at a restaurant, purchasing clothes, or generally shopping.
- 82% of consumers said they are at least somewhat likely to consider purchasing or using products made from plants in the next 3 months, with only 4% of respondents saying they are not at all likely to consider purchasing or using them.
- Awareness of specific inputs used to create plant-based products increased since 2020:
- Familiarity with corn use in plant-based products jumped from 37% to 47%
- Familiarity with bamboo use in plant-based products jumped from 30% to 35%
- Familiarity with soybean use in plant-based products jumped from 26% to 31%
- Familiarity with hemp use in plant-based products jumped from 23% to 33%
The Use or Innovation of Plant-based Products Significantly Drives Consumer Interest.
- 89% of consumers are somewhat, very, or extremely likely to support a company that produces and/or uses products made from plants.
- 61% of consumers are more interested in companies who produce or use plant-based products.
- 62% are more interested in companies who are leading innovations in plant-based products.
“We’re excited by the results of this year’s consumer research study, as it underscores the public’s desire for increased innovation and expansion of plant-based products,” said Jessica Bowman, Executive Director of the Plant Based Products Council. “PBPC and our members are eager to educate consumers on the many benefits of plant-based products as we work with business, science, and government stakeholders to guide the U.S. toward a more sustainable and responsible economy.”
The 2021 PBPC Consumer Research study was conducted by Heart+Mind Strategies and included both a quantitative and qualitative component. A nationally representative sample of 1,054 U.S. consumers responded to an online survey fielded from June-July 2021. Additionally, a nationally representative sample of 36 U.S. consumers participated in 90-minute online focus groups in September 2021.
View the Results
View the public results of the 2021 research study here and the public results of the 2020 research study here. The full results of the studies are accessible only to PBPC members.