Barriers to plant-based diets slow down the global dietary transition

The global dietary transition is at a critical juncture, according to a survey by Trellis data partner GlobeScan and nonprofit EAT: While consumers are eager for change, challenges such as cost, taste and ingrained habits remain significant barriers to overcome. 

Widespread adoption of plant-based foods — defined as foods that come only from plants or beans and are free of meat or dairy — is hindered by economic constraints, taste concerns and difficulty changing familiar habits, the Grains of Truth report found. Although 68 percent of people worldwide express interest in consuming more plant-based foods, only 20 percent do so regularly, down from 23 percent in 2023. This suggests that enthusiasm alone is insufficient to drive a shift to plant-based diets.

Key barriers include:

• Cost (cited by 42 percent of survey respondents)
• Taste (35 percent)
• Making it a habit (30 percent)
• Convenience (23 percent)

What this means

As food prices continue to increase, many consumers have reverted to cheaper, familiar foods. Plant-based options remain inaccessible for many, necessitating a reevaluation of pricing and availability to become mainstream. Subsidies for producers and tax incentives for consumers, especially in regions where cost is the primary barrier, offer a solution moving forward. Investing in research and development while considering cultural food preferences — notably to address the flavor barrier — will also be crucial in creating products that meet consumers’ tastes and expectations.

There’s also a need for greater transparency through clear labeling and third-party certifications, which can help build consumer trust and confidence in the sustainability claims of plant-based products.

Based on a representative online survey of more than 30,000 people across 31 markets, Grains of Truth draws upon a four-year collaboration between GlobeScan and EAT on public views on the food system.