Stressed Consumers Are Cutting Back on Expensive Plant-Based Meats

They're ditching old product staples as inflation rises, a study finds

Adaptogen-enhanced water, ashwagandha and booze-free booze is in, while plant-based meat is … out?

A new report from Brightfield Group found that consumers are most concerned with sleep, relaxation and exercise headed into this third year of the pandemic. They’re gravitating toward products like matcha tea, melatonin and ginseng that support those “need states,” while skipping some food, beverages and supplements that were recently staples on their shopping lists. 

Previous drivers like sustainability, mental health and immunity—top of mind during the early lockdown of 2020 and beyond—have become less important in consumer buying decisions, per the data from Brightfield’s Evergi platform that compared Q4 2021 with Q4 2020.

Stress and money—and stress about money—could be key factors in the shift in how consumers are thinking about their health and wellness, with 65% of those polled reporting an anxiety level of 3 or above on a scale of 1-5.

“Priorities

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