So what does the plant-based consumer landscape look like?
US consumers embrace the vegan lifestyle. The US vegan following is double the global average and looking at dairy-free specifically – every 10th American lives dairy-free, and even more so millennials and centennials standing at 15%. This is also reflected in new product launches: Vegan launches surpass vegetarian launches at this point.
Vegan claims in food, drink, vitamins and dietary supplements have grown rapidly over the last five years. However, there is certainly a range of vegan followers, from strict following to consumers who would just like to cut back on animal products.