Google says 86% of plant based meat is bought by meat eaters
The reference behind that Google statement (assuming the same) is a vegan blog talking about the Beyond brand only, and it’s citing a wordpress site as its source, and the wordpress site has been deleted.
NPD has a study mis-cited by vegnews.com (that MPD doesn’t actually seem to cite), but it includes plant-based milks, and I don’t think that gives meaningful numbers. I’ll drink a soy latte with a steak any day. I’m lactose intolerant.
NIH has the most reliable study, that settled around 2/3 of plant-meat consumers are omnivores. Which is saying something, but is also not surprising from the fact that almost 90% of the world consumes meat. So I think it sorta just runs out to nowhere, with regards to being a demographic thing. Clearly, vegans and vegetarians are more likely to consume plant-based meat than meat-eaters. With 10% of Americans being vegetarian and representing over 30% of plant-based meat consumers, they’re eating that stuff up.