- A Consumer Perception Survey on Plant-Based Foods was conducted with the participation of 508 people from Turkey between August and September 2023.
- Most people do not adhere to a single diet or approach and acknowledge the need for flexibility.
- Consumers who purchase plant-based foods regularly incorporate them into their diets, and more than half of them increased their consumption of plant-based foods last year. 59% of consumers consume plant-based foods multiple times a week, 18% once a week, 13% a few times a month, 7% a few times a year, and 2% once a year.
- Compared to the previous year (2022), 44% of consumers increased their plant-based food consumption, while 17% decreased it, and 38% saw no change in their consumption. 67% of consumers consume plant-based foods when dining out.
- While 90% of consumers like plant-based foods, 9% are neutral, neither liking nor disliking them, and 1% do not like them.
- While 56% of consumers eat plant-based foods as a supplement to their animal-based diet, 42% consume them as a replacement, and 2% do so for other reasons.
- Better taste/flavors, lower prices, and more nutritional benefits would motivate consumers in Turkey to eat more plant-based foods. The perception that plant-based foods are healthier than animal-based foods also influences purchasing decisions.
- The key motivations for purchasing are related to nutritional benefits. However, consumers are scattered, as each individual typically selects two different motivations on average.
- In Turkey, half of plant-based consumers are aware of the nutritional value of the food. Consumers expect plant-based foods to contain the same nutrients, but they are uncertain whether these foods should provide the same types or amounts of nutrients.
- 52% of consumers are aware of the nutritional content of plant-based foods.
- While 37% of consumers expect plant-based foods to provide the same types of nutrients as animal-based foods, 25% expect plant-based foods to provide both the same types and amounts of nutrients. The remaining consumers expect plant-based foods to provide the same amount of nutrients as animal-based foods.
- Three out of five consumers () believe that plant-based foods are better for them than animal-based foods. Consumers particularly believe that plant-based foods are lower in calorie density or cholesterol, which contributes to this perception. Specifically, plant-based dairy products are considered the healthiest alternative to their counterparts when paired with sauces or seasonings.
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