Lockdown Fake Meat Buyers Turned Into Full-Blown Plant-Based Converts

ADM study sees more consumers and brands riding the flexitarian wave

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

If you’ve eaten a meatless burger or faux sausage patty for the first time during the global pandemic, you’re not alone. And chances are you’re not a one-and-done consumer in the fast-growing alternative protein category.

According to a recent study, you may become a full-fledged convert to plant-based eating.

Research from Archer Daniels Midland, one of the world’s largest food producers, found that 97% of people who tried their first fake meat products during the Covid-19 public health crisis intend to purchase them again.

U.S.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in