What Are Next-Generation Vegetarian Consumers Looking For?
In a rapidly evolving plant-based market, a recent study by the GAIA program from JIVINITI Research delves deeply into the emotional, behavioral, and contextual drivers that influence so-called “next-gen plant-based” consumers.
This approach offers a more nuanced understanding of these consumers’ profiles, going far beyond traditional motivations such as health, ethics, or the environment.
Key Takeaways for Brands
1. Food as a Tool for Resilience
Many perceive plant-based foods not only as beneficial for physical health but also as psychological support tools in a post-crisis context (pandemic, economic instability, etc.).
2. Tailored Communication by Consumer Profile
The study shows that consumers do not all respond the same way to marketing messages. While some seek ethical or environmental validation, others prioritize promises of physical or mental rejuvenation.
3. More Specific Functional Expectations
Brands would benefit from developing products that meet these new expectations: holistic well-being, stress reduction, better sleep, improved energy levels, etc. The line between food, supplementation, and prevention is becoming increasingly blurred.
Strategic Opportunities
For players in the food industry, these insights open up new opportunities for differentiation:
- Create dedicated product lines for “burned-out buyers,” focused on comfort and recovery.
- Better segment marketing campaigns by integrating psychographic behaviors.
- Offer brand experiences aligned with consumers’ emotional needs.
As plant-based consumers become more complex, informed, and emotionally invested, it is crucial for brands to go beyond stereotypes. The GAIA study shows that understanding a consumer’s emotional state has become as important as understanding their taste or dietary preferences.
In a post-pandemic world marked by widespread fatigue and a search for meaning, plant-based brands have a powerful strategic lever to rethink their offerings and messaging.
