Starbucks Says Plant-Based Is ‘Most Dominant’ Shift In Consumer Behavior

'You see what we've done with things like the Impossible Breakfast Sandwich and you're seeing more and more plant-based proteins in our food menu'


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Starbucks Says Plant-Based Is 'Most Dominant' Shift In Consumer Behavior 'We've introduced all the alternative milks' - Media Credit: Adobe. Do not use without permission.

Starbucks says plant-based is the ‘most dominant’ shift in consumer behavior. 

The coffee giant’s CEO, President, and Director Kevin R. Johnson made the comment during the Q&A part of an earnings conference call.

Johnson was asked by Senior Research Analyst Dennis Geiger how the company is ‘thinking about customer behaviors changing going forward’.

‘This while shift to plant-based’

“Our R&D teams have been very thoughtful about how to have the food menu, be relevant to the day parts and to the beverages that we sell,” Johnson replied.

“If I were to say what is, probably, the most dominant shift in consumer behavior is this whole shift to plant-based. And that is a shift both in beverage and in food.”

‘Number one trend’

He added: “On the beverage side, this is why we’ve introduced all the alternative milks, whether it’s almond milk, soy milk, oat milk, all of that’s important.

“And then on the food side, you see what we’ve done with things like the Impossible Sausage Breakfast Sandwich and you’re seeing more and more plant-based proteins in our food menu.”

Johnson then concluded that, in both beverage and food, the ‘number one trend’ he’d highlight is ‘just a consumer shift in preferences around plant-based’. 

Starbucks vegan options

In the UK, Starbucks launched a new vegan breakfast patty featuring Beyond Meat. The plant-based offering also features tofu ‘egg’ and a slice of dairy-free cheese

In a statement sent to PBN, a Starbucks spokesperson said: “Full of flavor, this menu is here for all your Veganuary needs and for a limited time only, so try them whilst you can. 

“Building on Starbucks sustainability commitment to expand plant-based choices and goal to be a resource positive company, it’s sure to go above and beyond your planet positive new year’s resolutions.”

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