Research reveals that 79% of Australians are embracing plant-based meals at least once a week, with 6.5 million actively reducing their overall meat consumption. This shift highlights the significant rise in the vegan, vegetarian and flexitarian markets, making it essential for retailers to understand what drives the modern plant-based consumer.
Today’s plant-based shoppers are increasingly looking beyond the pantry to include personal care, beauty and supplements that align with their lifestyle choices. Understanding these consumers and the trends shaping their shopping habits is key to effectively meeting their needs in this evolving market.
Plant-based confectionery
The global vegan confectionery market is on a steady upward trajectory, with its value expected to double over the next ten years. This growth is fueled by lifestyle preferences and health-conscious choices, prompting manufacturers to innovate within this category.
J. Luehders has been a leader in plant-based confectionery since 1909, crafting gummies made with real fruit juice and free from gelatine, artificial colours or flavours. Its vegan-friendly range offers the same chewy texture as traditional gummies.
Vego, a beloved name amongst plant-based chocolate enthusiasts worldwide, crafts indulgent chocolate bars from premium ingredients. Its vegan, organic and fair-trade range appeals to a growing number of conscious consumers.
Plant-based pantry
Sales of healthy pantry staples are growing by 15.1% year-on-year*, making it easier than ever to choose nutritious, plant-based essentials that blend convenience with health benefits.
Nimbus is a proudly Australian-owned brand redefining plant-based pantry staples with its eco-friendly oat milk powder. Offering a long shelf life and convenient just-add-water preparation, it's perfect for busy consumers.
King Soba is also meeting demand, offering convenient, allergen-free and vegan-friendly pantry items. Its range of organic noodles features clean, simple ingredients, appealing to those seeking healthier options.
Plant-based supplements
The Australian vegan supplements market generates over $503 million annually and is projected to reach $990 million by 2030, highlighting an opportunity for retailers to capitalise on this growing demand.
Amazonia, with over 15 years of experience, offers a range of plant-based active-living supplements that are Australian Certified Organic, free from synthetics, GMOs and artificial ingredients, supporting both personal and planetary health.
Ora Health is also recognised for its comprehensive range of plant-based supplements, made with ultra-low excipients. Its small-batch production and eco-conscious packaging set a high standard for consumer and environmental well-being.
Plant-based beauty and personal care
Plant-based choices extend beyond food, with over 63% of consumers increasingly prioritise items with ethical and sustainable credentials.
Faith in Nature crafts award-winning personal care ranges with 100% natural ingredients. Certified by The Vegan Society and Cruelty Free International, it’s a trusted leader in sustainable plant-based beauty.
Ethique offers cruelty-free beauty essentials in plastic-free packaging, using targeted, eco-friendly formulas that reflect a strong commitment to environmental responsibility.
According to the EAT-Lancet Commission report, healthy diets with more plant-based foods will be key to ensuring sustainable food systems and a healthier planet and people.
It's no surprise that we're seeing significant growth in the vegan, vegetarian and flexitarian markets. Understanding the modern plant-based consumer and what is driving their adoption of plant-based diets has never been more important for those in retail and product development.
Who is the plant-based consumer?
Research estimates that 60% of global consumers eat plant-based meals at least once a week.1 Other reports reveal that across the world, there are now more than 65% of consumers who are eating more plant-based food and beverages.2 In Australia, 45% of consumers are actively trying to reduce the number of animal products they eat.3
Despite this increase, there isn't one single definition of a plant-based consumer. Younger people (aged 15-44) are more likely to report that they are trying to follow a plant-based diet.4
According to 2021 consumer research, the most common reason people choose to follow a plant-based diet is that it makes them feel healthier. This is followed by digestive health and fitness. Environmental concerns and animal rights are the sixth and eighth most common reasons.5 This is consistent with other research findings that consumers are generally more focused on adopting healthier lifestyles for the long-term.6
The trends driving plant-based eating
It's important to understand why consumers opt for more flexitarian and plant-based diets. Having a good picture of the trends underpinning the shift is also important.
The simple answer is choice. It is easier than ever before to make healthier and tastier plant-based choices. Half of the Australian restaurants now cater to vegan diets.2 There is also significant innovation in plant-based meat and plant-based pantry staples.
In fact, consumers are demanding new product development and a greater proliferation of plant-based ingredients, with greater interest in areas such as sustainable protein crops.7
Interestingly, according to IRI, mentioning plant ingredients is more appealing to consumers than 'vegan' or 'vegetarian' labels. Packaging and promotions that call out that 'you're getting more plants, more nutrients' are the way forward.2
There is also an element of plant curiosity that is driving the uptick. 41% of consumers report having tried plant-based alternatives because they wanted to try something new.8 Consumers are more adventurous than in the past, seeking out new flavours and ingredients to enhance their diet and lifestyle.
Capitalising on the plant-based trend
Where to next? How can you make the most of the plant-based boom?
First, you must consider the brands you stock on your shelves. Consider some of these leading plant-based brands in your search:
- Energy and snack bars from CLIF Bar with all plant-based ingredients and a priority on supported agriculture.
- Vegan jerky from Noble Jerky with more than 14g of plant-based protein in each packet.
- A range of innovative protein powders, baking mixes and more from Macro Mike, which was founded with the vision of making the best-tasting vegan protein on the planet.
- Easy-to-use and minimally processed vegan sauce alternatives and the top-selling Mac 'n Cheez range from Plantasy Foods.
- Vegan chocolate and chocolate spreads from European chocolatier, Vego.
In the switch to plant-based eating, many consumers also consider their broader lifestyle habits. Adding plant-based home and self-care products, such as Ethique Solid Bars, the Koala Eco cleaning and personal care range or ACURE skincare, broadens your appeal to these consumers.
Cater to your plant-based customers
At Unique Health Products, we're proud to stock many of the leading plant-based brands from within Australia and abroad. We have the brands and products that plant-based consumers search for. You can purchase our range online 24/7, or call our friendly sales team on 1800 787 904. If you don't have a wholesale account with us yet, you can register for one here.
Sources:
1. Innova Market Insights, 2021.
2. IRI, 2022.
3. Inside FMCG, 2022.
4. Euromonitor, 2021.
5. Euromonitor, 2021.
6. FMCG Gurus, 2022.
7. Innova Market Insights, 2021.
8. Specialty Food Association, 2020.
