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Motivated by health, Americans turn to plant-based meat alternatives

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Meat alternatives represent one of the fastest growing subcategories in the plant-based segment evidenced by scores of new product activity from both startups and established food companies.

DUPONT NUTRITION & HEALTH: ‘Mainstream interest in plant-based eating is on the rise—more than half (52%) of consumers claim to be eating more plant-based foods, while 63 percent say they are increasing their use of plant-based foods, according to a HealthFocus International study. So, it’s not surprising then that demand for plant-based meats is also trending upward.

In fact, meat alternatives represent one of the fastest growing subcategories in the plant-based segment evidenced by scores of new product activity from both startups and established food companies. In 2018, sales of plant-based meats grew 24 percent compared to an increase of just six percent in 2017, according to Nielsen data from the Plant Based Foods Association.

Flexitarian eating among the general population, rather than an increase in people adopting a vegetarian or vegan dietary pattern, is responsible for the burgeoning market for plant-based food and beverages. Today’s plant-based consumers come from across all demographic groups yet are bound by a common influence. The interest in plant-based eating among Americans is being driven by a desire for overall wellness or healthfulness…

Looking specifically at motivations for consuming meat alternatives, health again is the primary motivator. In a 2018 MarketsandMarkets Meat Alternative survey, 96 percent of respondents chose health as their primary reason for eating meat alternatives. Cost, animal welfare, a sustainable environment and a desire for variety were the other strongest motivators for eating meat alternatives…

While more and more Americans may be interested in plant-based meat alternatives and product development is heating up, certain challenges still remain. Flexitarian consumers are unwilling to compromise on eating quality. People see taste, texture and lack of variety in meat alternatives as barriers to adoption. A 2019 MotiveQuest analysis of three million internet conversations focused on plant-based eating found taste and texture concerns discussed as hurdles to eating meat alternatives’. MORE…

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