What if you could tap into a growing group of consumers that make up about a third of the population? Have I got your attention? Meet the Flexitarian.

From a proprietary online consumer study we conducted in July, 2017 we’ve learned a lot about these people. There is no official definition of Flexitarian, but we consider them to self-define in two ways. First, there are those actively trying to eat less beef, chicken, pork, and dairy. And second, there’s a group that already eats a “mostly vegetarian” diet, with the occasional consumption of beef, chicken, pork, and dairy. Together, these consumers make up about one-third of the population.

READ THE FULL ARTICLE AT: https://www.forbes.com/sites/barbstuckey/2018/01/16/10-macro-trends-driving-food-innovation/#5a62d6675de8