1、Got coconut milk?FEBRUARY 2024EXPLORING PLANT-BASED FOOD TRENDS WITH VITA COCOThe plant-based alternatives industry is at a crossroads.The popularity of solely plant-based diets(i.e.,veganism,vegetarianism)has been in steady decline since their peak in 2019,prompting some brands to consider“putting

2、meat back on the menu.”At the same time,meat and dairy consumption have also seen steady decline over this same period.Clearly,not just vegans and vegetarians consume meat-free and dairy-free products.BACKGROUND2024,UMONGOUS,INC.ALL RIGHTS RESERVED.STUDY DETAILSOn the menuMETHODOLOGY12-minut?surv?y

3、on th?ytm pl?t?orm fi?l?rom F?ru?ry 812th,2024TARGET AUDIENCEAr?involv?with HH gro?ry shopping Follow?v?g?n,v?g?t?ri?n,p?s?t?ri?n,or fl?xit?ri?n?i?t OR pl?high import?n?on pl?nt-?s?oo?options?or m?ls?n?sn?ks.OBJECTIVEUn?rst?n?m?rk?t s?ntim?nts?roun?pl?nt-?s?oo?n?un?ov?r w?ys to m?ximiz?th?pp?l o?pl?

4、nt-?s?pro?u?ts?yon?th?tr?ition?l v?g?n?n?v?g?t?ri?n?mogr?phi?s.STUDY OVERVIEWServing up fresh insightsConsumer food attitudes,diet,and motivations for prioritizing plant-based foodsPlant-based brand awareness and purchasePlant-based opportunity:Barriers,demand by category,and innovationPlant-based m

5、arket segmentationLearnings and key takeawaysImplications for innovation and brand communicationsFood attitudes and reasons for prioritizing plants2024,UMONGOUS,INC.ALL RIGHTS RESERVED.*Foo?ttitu?s th?t in?x high?mong?onsum?rs who prioritiz?pl?nt-?s?oo?s.Consumers who prioritize plant-based foods be

6、lieve that nutrition plays a key role in their overall healthwith many tracking their nutrient intake and paying attention to what they eat.FOOD AND NUTRITION ATTITUDES*89%83%70%65%51%B?li?v?oo?n?nutrition pl?y?n import?nt rol?in on?s ov?r?ll h?lthEnjoy trying n?w?n?iff?r?nt?oo?sConn?t with oth?rs t