There was a 21% quarter-on-quarter surge in the number of discussions around ‘plant-based products’ on Twitter among Health & Wellness experts during the third quarter (Q3) of 2019, according to GlobalData, a leading data and analytics company.

An analysis of GlobalData’s Health & Wellness Influencer Platform, which tracks the industry experts and their discussions around emerging trends, insights and overviews, new fields of innovation and technology, and other popular areas on Twitter, reveals that plant-based products are gaining traction in the market. The market revolves around plant-based food followed by dairy substitutes and plant-based medicines.

Amandeep Gill, Influencer Research Head at GlobalData, says: “Growing awareness of health and wellness among consumers is driving the adoption of plant-based products. Consumers are looking for products that are less processed and more natural to maintain balanced health. Due to the growing demand for plant-based products, companies are accelerating their investments in these products.”

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Plant-based Food and Dairy & Milk alternatives have been the major trends among industry experts, featuring 25% and 17% in volume of discussions, respectively. Plant-based Food discussions have been predominantly on meat substitutes and necessary nutrients and protein for optimal health. In addition, alternatives to animal-based dairy products such as tofu, almond milk and lab grown milks are being discussed for their beneficial factors on both human health and the environment.

Gill concludes: “Although the demand of plant-based products is growing, the industry experts warn about the food being ultra-processed and low in nutritional value contrary to the consumer’s belief that plant-based products are pure, natural and healthy with zero side effects.”