原文：http://vegnews.com/2019/11/90-percent-of-plant-based-food-consumers-are-not-vegan-or-vegetarian

注：译文谨供参考。

90 PERCENT OF PLANT-BASED FOOD CONSUMERS ARE NOT VEGAN OR VEGETARIAN

植物性食品消费者中的杂食者（非纯素食者和素食者）比例达90%

A new consumer study by The NPD Group finds that vegan food appeals to omnivores looking for variety in their diets.

市场调研机构NPD集团的一项新消费者研究发现，纯素食品对追求饮食多样化的杂食者也具有吸引力。

by ANNA STAROSTINETSKAYA

作者：ANNA STAROSTINETSKAYA

NOVEMBER 16, 2019

2019年11月16日

The majority of consumers (90 percent) that purchase plant-based alternatives to meat and dairy are not vegetarian or vegan, according to a new report published by market research firm The NPD group.

根据市场调研公司NPD集团发表的一项新报告，购买肉类和奶制品的植物性替代品的大部分（90%）消费者不是素食者和纯素食者。

The report found that millennials born between 1981 and 1986 are the top consumers of plant-based alternatives to traditional animal-derived products. Generation Xers (born between 1965 and 1980) are also a core group of plant-based food consumers as many are parents of Generation Zers (born after 1997) who are increasingly more interested in meat- and dairy-free foods.

该报告发现，千禧世代（Millennials）（1981-1986年出生的人员）是传统动物源性产品的植物性替代品的最大消费者群体。X世代（Generation Xers）（1965-1980年出生的人员）也是植物性食品的核心消费者群体；他们当中许多人的孩子，即Z世代（Generation Zers）（1997年后出生的人员），也对无肉食品和无乳食品越来越感兴趣。

“First and foremost, taste is king when considering entering the plant-based foods category,” Darren Seifer, NPD food and beverage industry analyst, said. “Attributes such as health and convenience go far to drive consumption, but if the flavor profile falls below consumers’ expectations, then the product will likely have a short run. Whether it’s marketing a plant-based burger that reproduces the meat-eating experience or a dairy alternative that has the taste and texture of milk, consumers now have substitution without sacrifice.” 

“当考虑进入植物性食品领域的时候，首先要牢记的是‘味道为王’，”NPD集团的食品和饮料行业分析师达伦·塞费尔（Darren Seifer）说道。“（产品具有）健康和方便等优点有助于促进消费，但如果其风味谱（flavor profile）（各种滋味组合）达不到消费者的期望，那么产品也很可能是昙花一现。现在市面上既有重现肉食体验的植物性汉堡，也有牛奶味道和质地的奶类替代品，广大消费者可以享受这些美味的植物性替代食品，并不需要作出什么牺牲。”

In July, The NPD Group reported that US consumers purchased 228 million plant-based burgers at quick-service restaurants in the first half of 2019—representing a 10-percent increase from the same time period last year. According to The NPD Group, most of these consumers (a whopping 95 percent) also purchased beef products during that time period.

NPD集团于今年七月份报告称，2019年上半年美国消费者在快速服务餐厅（quick-service restaurants）购买了2.28亿份植物性汉堡──与去年同期相比，购买数量增加了10%。根据NPD集团报告，其中大多数消费者（95%的庞大消费者人群）在该次调查统计期间也购买了牛肉制品。