- A Consumer Perception Survey on plant-based foods was conducted in August-September 2023 with the participation of 508 people from Turkey.
- Most people do not stick 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 increased their consumption of plant-based foods last year. 59% of consumers consume plant-based foods more than once a week, 18% once a week, 13% every few weeks, 7% every few months, and 2% once a year.
- Compared to the previous year (2022), 44% of consumers increased their plant-based food consumption, 17% decreased it, and 38% remained unchanged. 67% consume plant-based foods in food service.
90% like plant-based foods; 9% neither like nor dislike them, and 1% dislike them. - While 56% consume plant-based foods as a supplement to their animal-based diet, 42% consume them as a substitute, and 2% consume them for other reasons.
- Better taste, lower prices, and greater nutritional benefits will 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 fundamental definitions that motivate purchasing are related to nutritional benefits. However, consumers are divided because each individual chooses an average of two different definitions.
- Half of plant-based consumers in Turkey are aware of the nutritional value of food. Consumers expect plant-based foods to contain the same nutrients, but there is a dilemma as to whether they expect them to provide the same type or amount of nutrients.
- 52% of consumers are aware of the nutritional content of plant-based foods.
- 37% expect plant-based foods to provide only the same types of nutrients as animal-based foods; they expect plant-based foods to provide only the same amount of nutrients as animal-based foods. 25% expect plant-based foods to provide the same type and amount of nutrients as animal-based foods.
- Three out of five consumers (62%) believe plant-based foods are better for them than animal-based foods. Consumers particularly believe that they are lower in calories or cholesterol, which contributes to this perception. Plant-based dairy products, in particular, are considered the healthiest alternative to their counterparts when paired with sauces/dressings.
