Starbucks says plant-based is top trend

n an investor-earnings call in January, the CEO, President and Director of Starbucks , Kevin R. Johnson, stated that plant-based is the number one trend in consumer behaviour. Answering a question from Senior Research Analyst Dennis Geiger, Johnson said: “If I think about both beverage and food, the number one trend that I would highlight there is just the consumer shift and consumer preferences around plant-based.” He went on to say: “…probably the most dominant shift in consumer behaviour is this whole shift to plant-based.”