What do consumers see in the plant-based trend today and what are some of the ways we see this halo manifesting throughout the food and wellness industries? The halo around the plant-based term draws its strength from its relevance to four key motivations that guide consumers’ eating choices: health and wellness, taste and discovery, cost and convenience, and ethics and beliefs. That is, what’s best to eat, what’s good to eat, what’s possible to eat, and what’s right to eat.

Buy Report: Food & Technology 2019: From Plant-based to Lab-grown