Media Centre
2019/11/14

Americans Embrace the Plant-Based Movement: Ligthlife Finds 71% Believe Plant-Based Meat is Becoming More Mainstream

CHICAGO, IL (November 14, 2019) – The majority of Americans (71%) believe plant-based meats are becoming more mainstream according to new survey data released by Greenleaf Foods, SPC, and its category-leading brand Lightlife® (“Lightlife”).

Even carnivores (62%) agree that plant-based eating has gone mainstream, according to the survey results1 released in celebration of Lightlife’s 40 years pioneering the category. The online survey of 1,000 Americans was fielded by in September 2019 by Edelman Intelligence for Lightlife to measure perspectives on the plant-based category. 

Lightlife analyzed demand and found that 31% of Americans expect to try a flexitarian diet in the future. Within the next year, 22% of Americans see themselves eating more plant-based protein alternatives and currently, 62% of people say they expect to see plant-based protein alternatives in restaurants.

Interestingly, nearly half (49%) of carnivores said in survey responses that they eat traditional meat four times a week or less. The reasons why Americans say they aren’t eating traditional meat more often include:

  • 74% seek variety in their diet
  • 73% believe they can get protein from other food sources
  • 58% of parents want to set a “good example” for their kids
  • 55% of all Americans say there’s a wide variety of meat alternatives to choose from
  • 40% of Americans believe that eating less traditional meat is better for the environment

Lightlife offers a wide portfolio of products at retail and foodservice, including a recent partnership with Dave & Buster’s in which the restaurant chain replaced the Impossible Burger with the Lightlife Burger. The growing demand for plant-based meat presents an enormous opportunity to provide consumers with innovative products. Lightlife’s new plant-based meat line—including the Lightlife Burger, Ground, Italian Sausage and Bratwurst Sausage—has seen success this year.

Lightlife’s broad portfolio appeals to a wide range of consumers with plant-based protein products that fit all meal occasions. Lightlife Smart Dogs® are the #1 plant-based hot dog in U.S. retail2 and Lightlife Original Tempeh is also currently positioned #1 in retail locations nationwide2. All Lightlife products are seeing growth among a cross section of consumers with a range of diet, in part because of their versatility.

“Lightlife has been pioneering the plant-based evolution for four decades and is dedicated to delivering options for all occasions across our broad portfolio of delicious products,” said Dan Curtin, President and CEO of Greenleaf Foods. “The survey results are powerful and affirm what we have long held to be true: that America is joining us in seeing the power of plant-based eating now and into the future.”

The Lightlife Burger, Ground, Italian Sausage and Bratwurst Sausage can be found in over 12,000 retail stores across the U.S., including Acme, Albertsons, Fresh Thyme, Haggen, Jewel, Kroger, Pavilions, Publix, Safeway, Sprouts, Stop & Shop, Target, Vons, Wegmans and many more. For more information on Lightlife, visit lightlife.com and follow @LightlifeFoods on Facebook, Instagram and YouTube.

1 Greenleaf Foods, SPC, owner of Lightlife and Field Roast Grain Meat Co.TM brands commissioned a 10-minute online survey among a nationally representative sample of 1,000 U.S. adults. The margin of error for this sample is +/- 3.1% at the 95% confidence level. The survey was fielded by Edelman Intelligence between September 23-26, 2019.

2 Based on unit sales L52 WE 10/06/19, SPINS MULO + Natural Channel, excluding Whole Foods Market.

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 About Greenleaf Foods, SPC 

 Greenleaf Foods, SPC, is transforming plant-based protein with a wide array of delicious and innovative products that satisfy consumers interested in adding protein variety to their diets. Our leading brands include Lightlife® (“Lightlife”) and Field Roast Grain Meat Co.™ (“Field Roast”). Together, these brands are delighting loyal, longtime fans and enticing new ones who never knew plant-based protein could taste so good. The Lightlife and Field Roast portfolios feature nearly 50 products and represent a leading market position in the refrigerated, plant-based protein category in the U.S. Greenleaf Foods, SPC is a wholly owned, independent subsidiary of Maple Leaf Foods Inc. (TSX:MFI).


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