March 12, 2025 – Consumer trends research from Innova Market Insights looks at consumer perceptions and attitudes pertaining to plant-based dairy alternatives and plant-based meat substitutes. The category plant-based dairy alternatives incorporate several subcategories, including non-dairy milk, non-dairy milk drinks, non-dairy yogurt, and non-dairy cheese. Plant-based meat substitutes provide alternatives to animal-derived beef, pork, poultry, seafood, and eggs.
This article is based on Innova’s Now & Next for the Plant-Based Consumer in Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Consumers in Canada Do Not Follow a Specific Diet
According to consumer trends research conducted by Innova in Canada, the majority of Canadian consumers do not follow a particular dietary principle. Also, most Canadian consumers describe themselves as meat eaters. Low percentages consider themselves to be vegan or vegetarian.
Plant-based trends show that a higher percentage of Canadian consumers, compared to those from other countries in consumer trend research, perceive plant-based foods as expensive, making cost a key barrier. They also describe plant-based products as not tasting good and being overly processed.
Buying Plant-Based for Health
In consumer trends research, Canadian consumers name perceived health benefits as the main motivation for considering plant-based products in their diet. Many consumers say that they would consider plant-based dairy alternatives and meat substitutes because they are healthy and also have a lower environmental impact. However, other consumers report in consumer trends research that they would not ever consider buying plant-based products. Canadian consumers who buy plant-based dairy alternatives and plant-based meat substitutes buy them most often at a supermarket. Also, they enjoy plant-based meat substitutes away from home, namely in restaurants, cafes, and bars.
Canadian consumers say that plant-based dairy alternatives and meat substitutes have several health benefits. Digestive health, protein source, and naturalness are the leading health benefits named by Canadian consumers for choosing plant-based dairy alternatives and meat substitutes. Canadian consumers also give several reasons for not consuming plant-based dairy or plant-based meat. In consumer trends research, they say that plant-based products are artificial, contain GMOs, and have too much sugar (for dairy alternatives) or too much salt (for meat substitutes).
Consumers Eat Plant-Based Alternatives at Different Times of Day
Plant-based trends show that consumers in Canada associate plant-based dairy alternatives and plant-based meat substitutes with different times of day for consumption. They consume non-dairy milk alternatives more than other plant-based dairy alternatives at breakfast. Plant-based non-dairy yogurt is the most common plant-based dairy alternative consumed for a mid-morning snack. Cheese is the main plant-based non-dairy subcategory eaten at lunch and at dinner. Consumption of meat substitutes follows a different pattern. Canadian consumers say in consumer trends research that they eat plant-based meat substitutes mainly at heavier meals, namely lunch and dinner, and not much at other times during the day.
Buying Plant-Based for Sustainability and Environment
When Canadian consumers were asked in consumer trends research about sustainability and environmental benefits of plant-based products, they said that better animal welfare was a priority and motivator toward purchases. Other factors that might encourage Canadian consumers to purchase plant-based meat substitutes and dairy alternatives are less product waste and lower use of pesticides. Manufacturers are responding with environmental responsibility claims on the packaging of new product launches.
Plant-based trends reveal that sustainability is an important theme. About one-quarter of Canadian consumers chose name plant-based alternatives as among the best ways to be sustainable. They especially view plant-based meat substitutes as being more sustainable than regular meat.
Certain demographic groups attached greater value to sustainability and health. Across generations, Millennials are more driven by sustainability than are other generations. Consumer trends research shows that Millennial consumers in Canada are the most avid label readers, although all generations read labels when purchasing plant-based alternatives. Millennials also are in the generation that pays the most attention to ingredients and lists of ingredients.
Across income groups, higher-income consumers are more willing to pay more for additional health benefits in plant-based dairy alternatives and plant-based meat substitutes, reflecting plant-based trends.
Many consumers always read the ingredient label when buying plant-based alternatives, especially Millennial consumers. Millennials also pay the most attention to what ingredients are in foods.
Opportunities in Plant-Based Dairy Alternatives and Meat Substitutes
The number one opportunity for plant-based dairy and meat in Canada is to create products at a lower price that have improved taste, flavor and texture. However, plant-based trends show that consumers prefer plant-based products to be natural, less synthetic, and less artificial. This demonstrates the importance for manufacturers to be transparent and clear about ingredients so that consumers can choose plant-based products with the features they value.
At the same time, Canadian consumers, especially higher income consumers, demonstrate a desire for premium plant-based products. Manufacturers have the opportunity to create plant-based products for consumers looking for both health and quality.
This article is based on Innova’s Now & Next for the Plant-Based Consumer in Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
