Impossible Foods, the Redwood City, Calif.-based maker of the Impossible Burger, released findings from a white paper exploring generational differences in attitudes toward plant-based foods.
This white paper was commissioned by Impossible Foods and completed by Harman Atchison Research Group, Shawnee Mission, Kan., and shows striking differences among age groups, most notably that younger people are far more likely to eat plant-based meat than older generations. The trend is quickly accelerating as Millennials become parents, thus the plant-based food category is poised for inevitable, long-term growth.
The report shows the rise of Millennial parents who incorporate plant-based foods at family meals, increasing early exposure for the world’s youngest generation, who are developing a lifestyle and palate for plant-based foods much earlier than previous generations. Millennial parents are also more likely than older generations to teach their kids about environmental sustainability, specifically the connection between plate and planet.
Impossible Foods’ report also found that younger generations are more inclined to view climate change and biodiversity as priorities.
“Our latest findings correlate with our global mission to eliminate the need for animal products in our food system by 2035,” says Jessica Appelgren, vice president of communications. “With the help of Millennials and Gen Z consumers who are consuming plant-based meat more than any other generation, we see hope for a future planet where biodiversity can flourish and the Earth can begin to heal itself.”