Kite Hill, Hayward, Calif., commissioned YouGov, Redwood City, Calif., to conduct a survey uncovering consumers' health goals in the New Year and their perceptions of plant-based products.
The survey of over 1,200 U.S. adults suggests that improved health and wellness is a concern for many consumers, with 40% feeling motivated to make a diet or lifestyle change after the holidays in light of overindulging. The pursuit of wellness was a clear indicator of consumer mindset, with the survey revealing that roughly a third (34%) of Americans would consider incorporating plant-based foods into their diet as a viable option for achieving their New Year's health goals.
Additional survey findings include:
- 80% of Americans indicated that flavor is an important factor in their decision as to whether to try plant-based foods.
- 51% of Americans indicated they were interested in trying a product made from almondmilk, revealing further shifting behaviors.
- Over 44% of Americans said they found specifically the concept of yogurt or cream cheese made from almond milk appealing.
About the survey
Total sample size was 1,232 adults. Fieldwork was done online between Nov. 28-29, 2018. The figures have been weighted and are representative of all U.S. adults (aged 18 and over).