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70 percent of US households will serve at least one plant-based holiday dish


During this holiday season, 70 percent of American households will serve at least one plant-based dish. This is based on research published by OnePoll this week. The survey commissioned by a vegetable company Just eat– 2,000 Americans were evenly divided between two groups of 1,000 Millennials (born between 1981 and 1994) and 1,000 Baby Boomers (born between 1946 and 1964), to find that nearly a third of Americans expect a family member to eat more plant-based foods this holiday season . The survey, conducted between November 23 and November 24, also found that 81 percent of millennials are more open to changing their vacation traditions, compared with 71 percent of baby boomers.

Change traditions
Forty percent of participants in the baby boomer group said their children (who occupy the millennial group) eat much differently than they did when they were younger. On the flip side, 61 percent of millennials said their parents refuse to change their behaviors, especially when it comes to their diet. Seventy percent of millennials expressed concern about their parents’ diet. On the plus side, 70 percent of millennials and 33 percent of baby boomers said they’d be interested in making a holiday meal so it was entirely plant-based. Half of the baby boomer group said they will prepare at least one plant-based version of a holiday dish this year, while 45 percent of millennials plan to serve five to nine plant-based dishes this holiday season.

Healthy vacation
When it comes to eating healthier, 74 percent of millennials try it over the holidays, compared with 49 percent of baby boomers – 39 percent of millennials eat healthier and more vegetable this winter. And while health is a concern during the 2020 holiday season, 70 percent of respondents would like to see traditional dishes on the table, including mashed potatoes (44 percent) and apple pie (39 percent) to sweet potatoes (45 percent). and pecan pie (31 percent).

New traditions begin
With this data Eat Just starts one “Start Your Tradition” Marketing campaign to appear on YouTube, on TV and on multiple social media platforms to help consumers steer the shift towards plant-based foods this holiday season. The campaign focuses on the company’s vegan JUST mung bean-based egg and how it can be used as a one-for-one swap in traditional family recipes to make them plant-based.

Across the pond
American consumers aren’t the only ones planning to change their vacation menus this year. According to a recent survey by cheese brand Applewood, 20 percent of people in the UK plan to cook a fully vegan Christmas dinner, and nearly half (46 percent) of those surveyed expect at least one vegan dinner.



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