The Rise of Plant-Based Consumers in 2025
Published: December, 2025
Young people are changing the way the world eats. Their food choices are not random trends, they reflect values, health goals, and a desire to live in a way that matches their identity. Whether they describe themselves as vegan, vegetarian, flexitarian, or simply “trying to eat better,” this generation is reshaping the entire food market.
So, what exactly is behind this plant-powered movement?
How Youth Define Vegan, Vegetarian & Flexitarian
Before diving into the numbers, it is critical to understand how young consumers conceptualise these lifestyles:
Vegan: A fully animal-free lifestyle across food, fashion, and consumption habits. Often tied to ethics, climate responsibility, and social values.
Vegetarian: A plant-forward diet that excludes meat and fish but includes dairy and eggs. For many youth, this is the starting point for a gradually more plant-based lifestyle.
Flexitarian: The fastest-growing and most influential segment. Flexitarians still consume meat but prioritise plant-based meals most of the time. Flexibility, not restriction, defines their behaviour.
And this last group is shaping the plant-based category in 2025.
What We’ve Learned From Thousands of Young Plant-Based Consumers
1. Flexible plant-based eating is the new norm
Strict veganism is a minority stage. Most young people adopt plant-based habits because they support fitness goals, digestion, energy levels, and overall wellness. Many deliberately “mix and match” meals across different lifestyles without adopting a formal label.
2. Plant-based meals are growing even among non-vegans
In our earlier analysis of the Youth Pulse Wave 4 report, we saw that:
Most non-vegetarians consume plant-based meals several times a week.
Plant-based meals help them manage spending during weekdays.
Meat becomes an occasional or “weekend treat.”
3. Health and sustainability are the strongest motivators
When asked why they choose plant-based meals, young consumers consistently highlight:
Cleaner eating
Long-term health benefits
Climate and environmental impact
Reduced processed food intake
Lower red meat consumption
4. Food identity is deeply personal
For youth, food is an extension of self-expression. Plant-based eating represents:
a way to feel “in control.”
alignment with fitness and wellness goals
environmental consciousness
curiosity and willingness to experiment
This emotional connection explains why the category continues to grow.
What This Means for Brands
The expectations are clear: deliver value, transparency, and taste or lose young consumers quickly.
1. Flexitarian is the dominant lifestyle
Most youth want practical, accessible plant-based products, not strict rules or moralising. Brands that celebrate flexibility will outperform those that lean heavily on ideology.
2. Taste comes first
Youth are open to plant-based options, but only if they taste good. If the flavour disappoints, they will quickly switch to a competitor.
3. Natural ingredients matter
Across our earlier food insights, youth consistently said they want:
clean labels
natural sweeteners
fewer additives
ingredients they recognise
If a product looks “too processed,” trust drops immediately.
4. Price is still a major barrier
Young consumers want plant-based, but they also want affordability. If plant-based meals cost too much, flexitarians will just eat meat on that day.
5. Real sustainability beats greenwashing
This generation demands authenticity. They look for:
reduced packaging waste
responsible sourcing
measurable environmental benefits
proof - not slogans
Without transparency, sustainability claims carry little weight.
FAQs
Do young consumers trust brands that offer plant-based products?
They do, but only when brands are transparent. Young people quickly lose trust when products feel “greenwashed.”
How often do flexitarians eat plant-based meals?
Several times a week. Many choose plant-based for breakfasts, snacks, and coffee drinks, and reserve meat for occasional moments.
How important is sustainability?
Extremely. Youth view plant-based eating as a tangible contribution to reducing environmental impact.
Are dairy alternatives still increasing in popularity?
Yes. Oat, soy, coconut, almond, and pea milks are now mainstream among both vegan and non-vegan youth.
What plant-based trends should brands prepare for in 2025?
Expect continued growth in plant-based proteins, gut-health foods, alternative dairy, functional beverages, and low-waste packaged solutions.
How can brands attract flexitarian shoppers?
Offer easy swaps: plant-based snacks, drinks, ready meals, and dairy alternatives that fit into everyday routines without feeling restrictive.
Discover more trends among 15-30 y.o. in Youth Pulse Report
Opeepl Youth Pulse is a bi-annual study that keeps pulse on the latest developments in the youth market. Discover key youth trends in consumer confidence, media habits, attitudes, values, and five major categories: Food, Beverages, Alcohol, Fashion, and Personal Care.