Our Plant-Based Future: New research reveals consumer demand for smorgasbord of meatless alternatives
Overall, 37% of participants say they would support an extra 10% meat tax to reduce consumption and 51% say the government should subsidize meat alternatives. Gen Z shows much greater interest in these policies, with 62% supporting a meat tax and 71% advocating subsidies to reduce prices and stimulate innovation.
RACHEL McCALLISTER: New behavioral research by consumer insights platform Veylinx reveals what the future holds for plant-based meats and other alternative proteins… The study was conducted in March 2022 among 3,538 U.S. consumers over the age of 18… The comprehensive study shows that opportunities abound for innovative brands to drive plant-based revenue growth. While only 5% of study participants identify as vegan or vegetarian, a vast majority (77%) said they could be convinced to buy meat alternatives more frequently. Greater concern for animals or the environment won’t be the biggest drivers of change. When it comes to purchasing alternative proteins more often, improved taste would convince 35% and a lower price would persuade 28%.
Veylinx, which uses behavioral research to measure consumer purchasing habits, tested seven proteins (meat, plant-based with meatlike properties, conventional plant-based, cultivated meat/fish, mycoprotein, microalgae, and insect) across different categories like burgers, bacon, jerky, lasagna and more. It also measured demand for brands like Amy’s, Beyond Meat and Sweet Earth to determine what consumers value most and what impacts their willingness to pay.
As expected, meat-based proteins drive the most purchase interest, but alternatives trail closely, with consumers expressing varied preferences for substitutes across categories. Cultivated (i.e., lab-grown) meat is the preferred alternative for burgers, jerky, nuggets and filet mignon; plant-based with meatlike properties drives the greatest demand for bacon and lasagna, and microalgae is favored for sushi. While insect protein ranks last for both sushi and jerky, it garners purchase interest from 29% of consumers. Shoppers are also willing to pay extra for plant-based lasagna and plant-based bacon—even more than for beef lasagna and pork bacon…
The study found that consumers tend to buy alternative proteins for personal benefits—notably, because they are “Healthier than meat” (42%) and because they “Prefer the taste” (35%). Less than 30% of participants list “Animal welfare” and “Better for the environment” as purchase reasons. When it comes to changing their habits and buying alternative proteins more often, 23% say that nothing could convince them to purchase meat alternatives more frequently. Gen Z consumers express more willingness to change their diets, with 87% stating that they could be persuaded to buy more meatless products…
The study also examined naming conventions in the hot dog category to uncover whether labeling affects purchase interest. It found that calling a hot dog “Meatless” instead of “Vegan” boosts demand by 16%. “Meatless” drives the greatest demand, followed by “Veggie,” “Plant-based,” “Animal-free,” and finally “Vegan”…
Veylinx also tested the effect of animal welfare, environmental, and health warnings on meat demand. When consumers are presented with statements highlighting the negative effects of meat consumption, demand falls. Animal welfare messaging reduces purchase interest by 7%, while environmental messaging shrinks it by 6%. While consumers may choose meatless alternatives for health reasons, warnings about the negative health effects of meat consumption only drop purchase interest by 2%…
Overall, 37% of participants say they would support an extra 10% meat tax to reduce consumption and 51% say the government should subsidize meat alternatives. Gen Z shows much greater interest in these policies, with 62% supporting a meat tax and 71% advocating subsidies to reduce prices and stimulate innovation. SOURCE…
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