Wellness In Action

Why people are eating more plants, and how it's only going to keep growing.

Friday, 25 October, 2019

Nestlé consumer research reveals 1 in 4 Aussies are actively pursuing a plant-based eating style [1]. But like many lifestyle choices, there are multiple reasons people might choose to follow a plant-based diet.

Understanding these reasons can help you connect with your customers and shape your menu around their preferences.

Plant-based Eating, Vegan, Wellness, Plants, Veganism, Flexitarian

Lets get into some of the main reasons behind this dietary change...



Plant-based foods can be a good source of vitamins, minerals, dietary fibre, and even healthy oils and protein. Some people reduce or eliminate animal products from their diet because of dietary intolerances (like dairy), cardiovascular health, or general well-being. What’s more, those who eat more plant-based foods as part of a healthy diet have lower risks for a range of chronic diseases[2].




Another factor for some who choose to eat less meat is cost. For example, dried beans and rice are a cost-effective alternative to high-priced meat products, and they are also a good source of protein. The watch point here is lab based meat substitutes are likely to be priced at a premium once they are commercially available.



Others choose not to eat meat because of ethical reasons and their interest in animal welfare. A common consumer concern is about the uncontrolled use of antibiotics and their health implications.

Many are also concerned about the living conditions and general treatment of animals themselves[3]. And some don’t believe that humans have the right to kill animals for food[4].



Several religions advise their followers to avoid eating meat or animal-based products. For example, Hindus and Buddhists have a strong tradition of vegetarianism, Jainists follow a vegan diet, and Seventh-Day Adventists promote lacto-ovo-vegetarianism.



The Environment

Still another reason that people limit meat from their diets is concern about environmental impact. With 30 percent of the earth’s entire land surface covered with livestock, raising cattle generates more of the greenhouse gases responsible for global warming than transportation[5].



Sensory and Preference

Finally, there are some people who simply don’t enjoy eating animal products due to their characteristic taste, texture, or smell.






[1]Nestlé consumer research n=600, 2019


[2] Medawar et al. Translational Psychiatry (2019) 9:226

[3] FAIRR Sustainable Protein DD09, Feb. 2018.

[4] Lea, E., & Worsley, A., 2001. Influences on meat consumption in Australia. Appetite, 36, 127–136.

[5] 2006 UN Food and Agriculture Organization study. https://news.un.org