TL;DR
A study by the NPD Group found that 95% of plant-based burger buyers also purchased beef burgers within the last year, with plant-based burger sales up 10% from last year. The study suggests that the availability of plant-based options is attracting regular beef-buying consumers who want to mix up their diet.
According to a new study by market research firm the NPD Group, plant-based burger sales were up 10% from last year to hit 228 million orders. But that wasn’t because vegetarians and vegans were flocking to quick-service restaurants—instead, the availability of the option piqued the curiosity of regular beef-buying consumers.
Food Business News notes that during the year ending April 2019, buyers made an average of 18 beef burger purchases and two plant-based burger purchases—in other words, 95% of plant-based buyers have made a beef purchase within the last year.
“Plant-based burgers allow consumers to substitute without sacrifice,” said Darren Seifer, food and beverage analyst at the NPD Group. “They get the ‘burger’ experience while assuaging their need for more protein and social concerns. With that said, U.S. consumers have not given up on beef burgers but are willing to mix things up every now and them.”
In this story
This story was originally published in 1851 Franchise on July 18, 2019. Burnaze summarizes and links to the original reporting.
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