Emerging trends in healthy and sustainable eating: The case of fresh convenience plant-based foods

Food patterns should shift towards greater vegetable consumption to achieve environmental sustainability and promote healthier diets. However, the fast pace of life has reduced the time available for cooking. As a result, plant-based convenience foods have become increasingly important in the diet of modern societies. These foods are now available as fresh products stored in the refrigerated counter and meet the need to consume easy-to-prepare and naturally preserved meals. In this context, the study aimed to provide insights into this emerging food trend. The research aimed to identify the effect of sociodemographics and other individual characteristics on fresh convenience plant-based food (FCPBF) consumption. We surveyed 600 Italian consumers and applied an ordered logit model to assess the effect of sociodemographics, lifestyles and personal traits on FCPBF consumption. We found that involvement in sustainable eating, attention to weight control and time pressure increase the probability of consuming FCPBFs.