70% of 122 participants surveyed in Singapore adopted a plant based diet mainly for health reasons but frequency of adoption is low for the majority at less than once a month. Participants who have not adopted a plant based diet cite poor taste compared to a non-plant based diet as the main barrier for adoption. Short term financial incentives can help boost supply and demand hence reducing cost and improving availability. In the longer term, promoting health benefits and taste of a plant based diet by leveraging existing government and social movements can improve adoption while scaling quickly, save costs and reduce campaign clutter in audiences' mind. This study was done as part of a consulting project with GoodFoodPeople.

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