Close your eyes and picture a customer who demands plant-based options on your menu. Did you see a militant hippie who’s wearing hemp and looking angry? A new study by Datassential on plant-based eating challenges that image, identifying the new, more fluid definitions and the spectrum of how and when consumers are choosing plant-based food. The study questioned 1,500 consumers from all generations and retail and foodservice operators, and revealed that the definitions of how we eat
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