Novelty, curiosity fuel consumer interest in meat alternatives

Consumer interest in trying new foods helped propel the popularity of plant-based proteins last year, according to a survey from the International Food Information Council (IFIC).

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gilaxia | iStock.com
gilaxia | iStock.com

Consumer interest in trying new foods helped propel the popularity of plant-based proteins last year, according to a survey from the International Food Information Council (IFIC).

Nearly half (41%) of respondents gave this response, while 30% said curiosity drove them to try meat alternatives. Other popular responses included trying to eat less meat and that plant-based proteins are healthier or better for the environment than traditional animal products.

Among those who hadn’t eaten a meat alternative, approximately one in ten indicated they planned to try one soon.

Sales of meat alternatives surged in 2019. The plant-based retail market is currently worth $4.5 billion and is currently increasing at a rate five times faster than the total U.S. retail food sales.

Factors associated with plant-based protein consumption

For the study, IFIC surveyed 1,000 U.S. adults in December 2019 on their perceptions of “meatless burgers, chicken, fish, sausages and other ground products that attempt to mimic the flavor and texture of animal protein but are made with only plant products.”

Two-thirds of the respondents identified as omnivores and 49% had tried a meat alternative. The survey identified five factors associated with the likelihood of having eaten a plant-based protein: diet type, income, age, gender and education. Consumers that were male, had a high income or a college education were more likely consumers than other counterparts.

Perceived benefits of plant-based proteins

Based on a comparison of the Nutrition Facts labels, almost half (45%) of the respondents believed a meat alternative product was healthier than traditional meat. However, belief in the perceived healthiness of plant-based proteins decreased if the label included an ingredients list.

Although meat alternatives are typically viewed as healthier than animal products, some dieticians have pointed out that the amounts of sodium and saturated fat found in plant-based burgers are the same as those made of beef.

As far as sustainability, 47% perceived that meat alternatives were better for the environment. In actuality, plant-based proteins produce the same amount of emissions as chicken production.

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