Dublin, Nov. 04, 2021 (GLOBE NEWSWIRE) -- The "Consumer Perspectives on Plant-based Meat in Canada and the US: 2021" report has been added to ResearchAndMarkets.com's offering.
In North America, the plant-based meat category is no longer being driven solely by vegetarian demand and is stimulating interest in a far broader base of consumers than the vegetarian spectrum alone.
Although most North Americans still eat meat multiple times per week, many are currently eating it less than before or have stopped eating meat altogether. Health concerns are the most prominent driver in the reduction of meat consumption, but cost, animal welfare and global warming also feature prominently.
Demographically, the consumer's attitude towards plant-based meat varies largely according to age and region while some differences are also observed in relation to education and employment status.
Consumer opinion about plant-based meat is still in the formative stage due to the newness of the category. So far, trial has been driven largely by curiosity while convenience also seems to have played a role. Purchase drivers and barriers vary significantly between category users and non-users. Prominent considerations include the degree of similarity to real meat, health considerations as well as environmental and animal welfare concerns.
Each report evaluates twenty-two attributes that have the potential to affect the consumer experience, falling into four distinct categories: table stakes, key drivers, hidden drivers and 'nice-to-haves'. This analysis highlights significant variation in the way different groups (for example users and ex-users) relate to the category.
Together, the reports include user assessments of twenty-five brands of plant-based meat currently available in Canada and the US, including Beyond Meat, Morningstar Farms, Gardein, Yves, President's Choice and Impossible, among others. Overall user ratings and Net Promoter Scores are provided for all 25 brands. Perceptual maps indicating the extent to which consumers associate fifteen distinct attributes with the most prominent brands are also included.
When the study's findings are distilled in context with relevant global tends, three main criteria for success are identified. These, along with a fourth, 'enabling' factor, provide brand managers with clear direction on how to gain and defend a dominant position in the market for their brands.
The primary objective of these two studies is to evaluate attitudes, behaviors and consumption habits of consumers in Canada and the US with regard to plant-based meat products, in particular, focusing on:
Current consumption patterns and trends
Category purchase triggers and purchasing habits
Pricing expectations and likely response to a reduction in price
Demand drivers and barriers
Importance of product attributes and claims
Consumer experience with brands they've used
Brand awareness, usage and purchase intent
Key Topics Covered:
SECTION 1 OVERVIEW
Study details, notices and table of contents
Sig test markers
Table of contents
SECTION 2 WHO IS THE CONSUMER?
Demographic profiles of users and non-users
Category purchase behaviour
Category consumption habits among users
Predisposition towards plant-based meat by region
Demographic profile summary - user vs non-user
SECTION 3 PREFERENCES AND PRACTICES
Dietary preferences, practices and consumption behaviour
Incidence of dietary practices among consumers
Meat consumption habits
Reasons for eating less meat
SECTION 4 PURCHASE TRIGGERS AND FAVOURED FORMATS
Factors prompting category trial and most preferred formats
Initial purchase triggers
Appeal of different product formats
Appeal of different kinds of meat equivalent
Plant-based meat consumption trend
Influence of price on the purchase decision
Price elasticity of demand
SECTION 5 BEHAVIOURAL DRIVERS AND BARRIERS
Behavioural factors that promote or inhibit purchase
Differing perspectives of users and non-users
Demographic variation in drivers and barriers
SECTION 6 WHAT DRIVES THE USER EXPERIENCE?
What consumers look for and what they experience
User experience drivers overall
Driver analysis takeaways
Driver profile summary
Driver profiles by age
Driver profiles of users and ex-users
SECTION 7 BRAND AWARENESS AND USAGE
Consumer awareness and usage of available brands
Unprompted brand awareness
Prompted awareness and usage
Prompted awareness by age
SECTION 8 BRAND PERCEPTIONS
How consumers rate the brands they know and what they associate with them
Overall brand rating
Net promoter scores
Detailed evaluation of the user experience
SECTION 9 OBSERVATIONS AND CONCLUSIONS
Summary of key findings and their implications
Consolidation of findings with observations and conclusions
Four global trends influencing consumer receptiveness
Three pillars of success
One factor especially critical to implementation
SECTION 10 APPENDIX
Supplementary tables and contact details
Category purchase behaviour
Plant-based meat consumption frequency
Meat consumption frequency
Meat consumption trend
Reasons for a decline in meat consumption
Category consumption trend
Effect of price on the purchase decision
Raised & Rooted
The Very Good Butchers
For more information about this report visit https://www.researchandmarkets.com/r/y019lb
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