The majority of Gen Z and Millennials want food brands to create plant-based options—and they’re willing to pay more for it.

The majority of Gen Z and Millennials want food brands to create plant-based options—and they’re willing to pay more for it. A recent study from Swiss chocolatier Barry Callebaut found that 60% of 18-44-year-olds expect plant-based options (compared to 43% of those 45-years-old-and-older), and 42% are prepared to spend more for it. Trends such as plant-based food and zero-waste restaurants have been growing due to the influence of Gen Z and Millennials’ eco-consciousness, and YPulse research shows that climate change is a high priority for young consumers, which is impacting the purchases they make. The Barry Callebaut study also found that young consumers’ interest in plant-based options is driven by health-consciousness, especially in the confectionery space. (Green Queen)