The new flexitarian consumer: insights from ProVeg’s Veggie Challenge

Shining a spotlight on the latest data from our Veggie Challenge programme 

In a fast-paced sector like plant-based food, it’s no longer enough to know your core audience; brands must also engage the growing number of consumers who are simply curious. 

ProVeg International’s Veggie Challenge – a 30-day programme inviting individuals to explore a plant-based diet – has provided us with a wealth of data on these curious consumers, or ‘new flexitarians’, the key to expanding your market.

The data from our Veggie Challenge’s digital engagement and advertising efforts has helped us to uncover actionable intelligence that offers valuable insights. This data helps us better understand what interests people who are exploring plant-based food options.

The rise of the reducetarian: a global movement

Our digital engagement from the US, UK, and South Africa versions of the challenge reveals a clear consumer preference: they want to reduce meat, not necessarily eliminate it. A staggering 75.77% of our challenge subscribers identify as omnivores, with a significant portion (44.64%) already eating meat only one to four times a week. This shows that the mainstream consumer is ready to be influenced.

The trend is also visible across Europe, where a recent survey of 7,500 consumers found that 51% of meat-eaters reported reducing their annual meat intake.¹ The report also notes that 27% of Europeans identify as flexitarians, a number that is even higher in Germany (40%) and Austria (37%).²

With this knowledge, brand goals shouldn’t be to serve strict vegans, but to provide compelling, accessible options that fit into a flexitarian lifestyle.

What resonates: taste, health, and affordability

Our advertising, categorised by our ‘5 Pros’ framework (health, environment, animals, taste, and justice), shows that taste-related ads, particularly those featuring vibrant, appealing recipes, are the most effective and cost-efficient way to attract new subscribers. This stands in stark contrast to ads focused on environmental or health benefits, which, while converting, result in much higher costs.

This pattern is echoed in our email engagement. Content focused on taste (recipes) and practicality (money-saving tips) consistently performs the best. We also see a spike in unsubscribes after sending emails with heavy, principle-based content. Emails on the environment and the ‘reasons we eat meat’ both led to increased opt-outs. This suggests that for new consumers, the journey is not about confronting ethical dilemmas but about finding delicious, easy, and affordable ways to incorporate more plants into their diet.

This finding is further supported by the Smart Protein Project’s consumer survey, which cites that when considering plant-based foods, consumers also look for products that are tasty (53%), healthy (46%), and affordable (45%).³

Our most-viewed international recipes confirm this trend. They are a mix of familiar comfort foods (Plant Meatballs with Pasta, Brown Bean Soup) and popular international dishes (Kapsalon Shawarma, Vegan Osso Bucco, Chinese Mung Bean Cake). The pattern is clear: these consumers are looking for plant-based versions of foods they already know and love, or they want exciting, globally inspired recipes that are still approachable.

Demographics

Our data provides a clear picture of the prime target audience for new plant-based products, with additional detail provided by external research:

• Gender: The movement is heavily female-driven. In key markets like Germany, Poland, and South Africa, 81% of our Veggie Challenge reach is women. This is consistent with the Smart Protein survey, which found that females show the highest preference for plant-based proteins.⁴
• Age: The core demographic is 25-34 years old (28% of reach), followed closely by 35-44 year-olds. This confirms that the younger, digitally-native generations are the primary drivers. The Smart Protein survey also found that Gen Z and Millennials show the highest interest in cultivated proteins, while older generations (Gen X and Boomers) are more inclined toward traditional plant-based proteins such as cereals and pulses.⁵

Actionable insights

The insights from our Veggie Challenge and broader consumer trends are clear: flexitarians and reducetarians lead the way, while taste drives appeal. For manufacturers and retailers targeting the growing ‘new flexitarian’ market, consider these actionable steps:

1. Lead with taste, then health, and convenience: Market your products with appealing food photography and easy recipe ideas, focusing on the sensory and practical benefits. This is a more cost-effective strategy than leading with heavy ethical or environmental messages.
2. Focus on ‘flexitarian-friendly’ products: Develop products that can be easily integrated into an omnivore’s diet. Nearly two-thirds of consumers prefer products that are similar to foods they already know,⁶ so focus on familiar offerings and staple ingredients that fit naturally into their everyday cooking routines
3. Create educational content: Support your consumers’ journey with valuable, practical content. This could include recipe blogs, how-to guides for plant-based cooking, or tips for eating out. The Smart Protein survey highlights the need to “enhance physical opportunities” like easy access to products and “provide more educational and accessibility support.”
4. Tailor your messaging to your audience: Refine your ad spend by focusing on the demographics that are most receptive to plant-based messaging. While women are a prime target for traditional plant-based products, there is a growing, male-driven market for high-protein foods and new technologies like cultivated meat.

By leveraging these insights, you can create more effective campaigns and build stronger connections with the next wave of plant-based consumers.

For more support on your plant-based strategy, feel free to contact our experts at [email protected]. Don’t forget to subscribe to our podcast and newsletter!

Interested in getting your colleagues involved and taking part in Veggie Challenge Teams, our company programme?

Joy Aquino

International Digital Marketing Manager

1.  Evolving appetites: an in-depth look at European attitudes towards plant-based eating, (2023). The Smart Protein project. Available at: Evolving appetites: an in-depth look at European attitudes towards plant-based eating – Smart Protein Project. Accessed 2025-08-28.
2.  Evolving appetites: an in-depth look at European attitudes towards plant-based eating, (2023). The Smart Protein project. Available at: Evolving appetites: an in-depth look at European attitudes towards plant-based eating – Smart Protein Project. Accessed 2025-08-28.
3.  Evolving appetites: an in-depth look at European attitudes towards plant-based eating, (2023). The Smart Protein project. Available at: Evolving appetites: an in-depth look at European attitudes towards plant-based eating – Smart Protein Project. Accessed 2025-08-28.
4.  Evolving appetites: an in-depth look at European attitudes towards plant-based eating, (2023). The Smart Protein project. Available at: Evolving appetites: an in-depth look at European attitudes towards plant-based eating – Smart Protein Project. Accessed 2025-08-28.
5.  Evolving appetites: an in-depth look at European attitudes towards plant-based eating, (2023). The Smart Protein project. Available at: Evolving appetites: an in-depth look at European attitudes towards plant-based eating – Smart Protein Project. Accessed 2025-08-28.
6.   Pohjolainen, P., M. Vinnari., & P. Jokinen (2015): Consumers’ perceived barriers to following a plant-based diet, cited in Szejda, K., T. Urbanovich, & M. Wilks (2020): Accelerating Consumer Adoption of Plant-Based Meat. The Good Food Institute. Available at: https://gfi.org/images/uploads/2020/02/nohyperlinkedreferences-final-combined-accelerating-consumer-adoption-ofplant-based-meat.pdf Accessed 2022-10-20.