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2026 Plant-Forward Opportunity: New Consumer Perspectives on Value

Consumer openness to plant-forward eating is at four-year highs. But pricing alone won’t drive orders. New research reveals what actually motivates purchase intent—and it’s more nuanced than you think.

Explore the Plant-Forward Opportunity in 2026

The 2026 Datassential Plant-Forward Opportunity Report – produced in partnership with The Culinary Institute of America, BITE: Building Impact Through Eaters, and the Menus of Change University Research Collaborative – offers foodservice operators powerful insights into the evolving world of plant-forward dining.

Each year, this report explores how consumers think about, interact with, and make decisions around plant-forward meals. This year’s report shines a special spotlight on one of the most pressing challenges facing operators today: the plant-forward value equation. While consumer openness to plant-forward eating has rebounded to four-year highs, operators are caught in a paradox. Consumers expect plant-forward dishes to cost less than meat-based options, yet they’re equally motivated by quality, satiety, and indulgence.

So what does “good value” actually mean for plant-forward? We unpack:

  • What consumers prioritize when evaluating plant-forward value across income levels and generations
  • Why quality ingredients and hearty portions often outrank lower pricing in value perception
  • How mixed-protein dishes and combo meals can unlock new plant-forward growth
  • Where the biggest barriers lie (and which ones are worth fixing)
  • Which messaging strategies actually move purchase intent

Whether you’re a foodservice supplier, QSR operator, or independent chef looking to grow plant-forward sales, this report delivers actionable strategies rooted in consumer data and strategies that account for the real economics of today’s restaurant environment.

Ready to unlock the plant-forward opportunity for your business?

Fill out the form at the right to access the full report and discover how to position plant-forward foods as worth ordering.

Highlights from this issue:

  • Consumer openness is at four-year highs: 54% of U.S. consumers are now open to plant-forward eating, with Millennials and Gen Z leading demand
  • The value paradox is real: 64% of consumers think plant-forward dishes are overpriced, yet 67% say taste matters more than price. High-quality ingredients and hearty portions often outweigh lower pricing in value perception
  • Two distinct markets are emerging: The Premium segment (quality-focused, younger, higher-income) and the Price-Conscious segment (affordability-focused, older, lower-income) require completely different messaging strategies
  • Mixed-protein is the gateway: 64% of consumers are open to trying more mixed-protein dishes (blending animal and plant proteins), offering the clearest entry point for plant-forward expansion
  • Combo meals are underutilized: Half of consumers would be more likely to order plant-forward if offered as part of a value meal or combo—yet this lever remains under-deployed
  • Familiar flavors still win: Taste, familiarity, and recognizable formats remain the strongest motivators for plant-forward trial, beating health and sustainability messaging
2026 plant forward opportunity