Consumers are getting more conscious. They’re mindful of the products they put in and on their bodies, and of the environmental impact they have. As this consciousness increases, manufacturers are taking note. Over the past couple of years, the number of products that include ‘plant-based’ in the item name has increased online. Searches for ‘plant-based’ tripled from 2016 to 2017 during March - July. Consumers have bought 2.7x more plant-based products online than they did in January 2016. It appears that growth really escalated in March 2017, which is when a popular documentary, What the Health, was released.
Plant protein powders generate 78% of sales of all plant-based products online, followed by books, and plant protein liquids, which each generate 5%. It comes as no surprise that 7 of the top 10 plant-based brands online are protein powders. Cookbooks that center on plant-based diets and recipes are also gaining in popularity, led by the Forks Over Knives cookbook, which started as a documentary and ranks as the 7th top selling plant-based item online. While most plant-based products are food, the data shows that personal care products are growing, from mosquito repellant to shampoos and lotions. Compostable plant-based utensils, plates, and cups experienced the most growth with nearly 5x more sales year over year led by the brand Repurpose.
- Searches for plant-based products have increased 3x since 2016
- 78% of plant-based products purchased online are protein powders
- Compostable utensils, plates and cups have grown 5x year over year