A survey of 42,000 adults across 14 countries shows that plant-based foods are becoming part of everyday diets, with health and digestive comfort among the main reasons consumers choose them. The findings offer new insight into how people perceive plant-based foods today and where further scientific research could go next.

In recent years and particularly after the COVID-19 pandemic, food consumption patterns worldwide have gone through an incredible transformation, shifting toward healthier and more nutritious diets (Lamy et al., 2022).

The global market for plant-based foods has grown fast. In 2024, it was valued at around USD 34.1 billion- and by 2034, that figure is expected to triple¹. 

Plant-based products are now part of everyday life, and some consumers are choosing them for digestive comfort and health.

From oat latte art to breakfast bowls, plant-based products have become a regular choice for many. Easy to digest and digestive comfort are key drivers behind the adoption of more plant-based products — an insight confirmed by a first-of-its-kind consumer study led by independent international experts and published in a peer-reviewed scientific journal.  

The worldwide survey of perception conducted by market-research company IPSOS, included 42,000 adults from 14 different countries. More than half of respondents reported consuming plant-based foods, including drinks and yogurt alternatives. That scale matters: it offers one of the most comprehensive views of how plant-based fits into modern diets throughout the world.

When consumers were asked about their motivations, health came out on top (42%) followed closely by digestive comfort (32%), a driver that consistently stood out across countries and consumer profiles.

Among consumers who focus specifically on digestion, 35% of them perceived plant‑based products as “not heavy,” while 27% highlighted the fact that they are “naturally lactose‑free,” alongside other digestion‑related benefits.

Routine consumers of plant‑based drinks in several major Western markets overwhelmingly associate these products with digestive comfort, frequently describing them as “easy to digest,” “light” and “gentle on their stomach.” This perception is strong and consistent across countries.

Gen Z and Millenials in the study showed the highest consumption of plant-based products. Health and wellbeing were growing priorities, particularly among this group.

This research captures perceptions. It does not measure clinical outcomes or physiological effects. Nevertheless, experts are starting to explore links to naturally occurring plant-based characteristics, such as the absence of lactose, plant protein digestibility, fat content and composition, and energy density.

Those hypotheses now become questions for future research.

As the global leader and pioneer in plant-based products, and faithful to our mission of bringing health through food to as many people as possible, understanding how people experience food in their everyday lives is key.

By supporting large-scale consumer research and collaborating with international experts, we aim to deepen scientific understanding of plant-based foods and their role in diverse, balanced diets — building on more than 40 years of plant-based nutrition expertise.

These insights help guide future research and innovation, supporting the development of plant-based options that are enjoyable to consume, nutritious, and easy to integrate into everyday life, as more people adopt plant-forward diets.

Learn more about the science on Danone R&I website.