Although more than half (56%) of all shoppers have prepared meat alternatives in their home in 2019, only one in 10 use plant-based proteins in meals more than once a week, reports the 2020 Power of Meat Report.
The majority of shoppers had prepared plant-based proteins once (13%), once every few months (17%), once a month (8%) or every few weeks (8%). Most consumers used plant-based proteins to replace beef, pork and lamb (56%), although 48% of respondents indicated that they use meat alternatives to replace poultry.
What do plant-based consumers value?
The consumers that prepared plant-based proteins most frequently said that meat alternatives are healthy (50%), a good source of protein (36%), something new to try (29%) or better for the environment (27%).
“Attitudinally, they view themselves as healthy eaters and environmentally/socially conscious, placing an elevated importance of animal welfare on purchase decisions. They value transparency by brands and retailers more than others,” the report said.
These consumers were also likely to purchase value added items (25%), prepare blended meats (17%) and have an above-average weekly spend and trip frequency.
“We found that if we had a look on the scale of how involved people are in meat substitutes, if they're pretty involved in meat alternatives, they tend to be all in,” Tim Taylor, Senior Director of Data Solutions at Catalina Marketing, said. Catalina Marketing recently called plant-based products one of the top hot shopping trends poised for significant growth in the next decade.
Blended meats an opportunity
Interest in blended meats – where animal proteins are combined with plants – exceeded that of plant-based proteins, representing an opportunity for the meat industry, the report found.
“The survey tested interest for having blended items and plant-based meat alternatives available in the self-service case and/or full-service counter among all consumers, regardless of current usage. Not all consumers are interested in either product, but interest is much higher for blended items (77% total interest) than alternatives (62%). For both, interest significantly rises along with usage,” the report said.
The Power of Meat Report is published by the Food Industry Association and the Foundation for Meat and Poultry Research and Education, the foundation for the North American Meat Institute.
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