A high proportion of US shoppers value reducing animal-based foods in the diet over increasing consumption, though most make no specific effort, according to research from New Hope Network, Boulder,Colo. Older generations are much more active in restricting or reducing animal-based products, specifically red meat. Further, there's a noteworthy decrease in older consumers viewing red meat as being central to the diet."Younger consumers are not as decisive in these behaviors," said Arthi Padmanabhan,market research manager, New Hope Network,during the "Discover Meat & Meat Alternatives:Trends & Innovative Products" session at Natural Products Expo West Virtual on May 24."They have much more similar rates to opting in and opting out of both (plant and animal) relative to older generations."She cites personal health as the driver among older consumers, who grew up with meat being center of plate. Down is the only direction for them to go in an increasingly plant-based world. For younger consumers,they have always had both options."Meat analogs have come a long way," said Adrienne Smith, senior food business reporter at New Hope Network. "They have become so similar to the real thing in taste and texture that they are no longer being purchased and enjoyed only by those who have given up meat."
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