DuPont Nutrition & Health announced the results of a recent study on the eating habits of more than 1,000 US consumers. The latest research adds to a growing body of insight-driven studies that can help today’s food and beverage companies with predictive and forward-thinking analysis. 

The research, conducted with HealthFocus® International, highlights the significant market opportunity in plant-based food and the connection to many of the important trends shaping the American diet. In addition to standard demographic data, the study dives deep into six consumer groups using a proprietary health and wellness segmentation model. 

Learning the needs and demands of these different consumer groups will lead to a deeper understanding of the evolving and fragmented market.

The research reveals that more than half (52%) of US consumers are eating more plant-based foods and beverages, while the number rises to two-thirds (65%) globally. It is important to make a distinction between those also reducing animal protein and those keeping animal protein consumption the same as the market becomes more complex and fragmented. 

“There is a bright immediate future for this megatrend,” says Greg Paul, Ph.D., MBA, marketing leader, Beverage Industry at DuPont Nutrition & Health. “There is a seismic shift occurring in eating habits globally, creating a significant market opportunity. Most important, our research reveals that for most consumers, this has moved beyond experimentation into a permanent change brought on by health, lifestyle and social factors.”

Other important insights from the research include:

•    Almost 60% of respondents said that their change to plant-based food was permanent or they hoped it was permanent.

•    Taste was cited as the top response as a barrier to consuming plant-based food.

•    All consumer segments in the model – Health Helpers, Weight Strugglers, Health Wise, Taste Driven, Good Life and Just Food – cite that eating plant-based food makes them feel healthier.

For brands looking for expertise in the plant space, DuPont Nutrition & Health has a long history with plant-based protein as well as a broad ingredient portfolio that includes probiotics, cultures, fibers, stabilizers, emulsifiers and food protection for a wide variety of industry solutions. The latest additions are the new Danisco® VEGE cultures, specially formulated for a variety of plant-based fermented products. 

“Not only can we help translate these powerful market insights into business strategy, but the combination of our broad portfolio and application expertise makes DuPont Nutrition & Health an ideal partner for successful execution,” Paul adds

Find more plant-based insights, infographics and video at

About DuPont Nutrition & Health

DuPont Nutrition & Health, a DowDuPont Specialty Products Division business, combines in-depth knowledge of food and nutrition with current research and expert science to deliver unmatched value to the food, beverage, pharmaceutical and dietary supplement industries. We are innovative solvers, drawing on deep consumer insights and a broad product portfolio to help our customers turn challenges into high-value business opportunities. 

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About DowDuPont Specialty Products Division

DowDuPont Specialty Products, a division of DowDuPont (NYSE: DWDP), is a global innovation leader with technology-based materials, ingredients and solutions that help transform industries and everyday life. Our employees apply diverse science and expertise to help customers advance their best ideas and deliver essential innovations in key markets including electronics, transportation, building and construction, health and wellness, food and worker safety. DowDuPont intends to separate the Specialty Products Division, which will be called DuPont, into an independent, publicly traded company. 

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