A new report by Food System Innovations (FSI) has outlined the challenges involved in convincing consumers to adopt meat alternatives, and whether “Balanced Proteins” — a combination of meat and plant-based ingredients — could provide the solution.
In partnership with YouGov, FSI surveyed over 2,000 US consumers to gain insights into consumer behavior in the meat alternatives category. The results indicate that the majority of consumers believe conventional meat products meet their needs; when asked about ground beef, 80% of consumers were either indifferent or believed it was already a healthy option. This illustrates why it may be difficult to persuade consumers to switch to plant-based meat.
Furthermore, 55% of consumers prioritize familiar foods when shopping, meaning they may see meat alternatives as disconnected from their regular purchasing habits. Respondents also saw meat and vegetables as serving different functional purposes in their diets, meaning they may be unsure about the role of plant-based meat.
Balanced Proteins — also sometimes called “blended meat” — could provide a solution for those who are unwilling to give up meat entirely. They retain the familiarity and other perceived benefits of conventional meat, bridging the gap between animal-based and plant-based options.
“A practical solution”
A separate report published last year found that 74% of US consumers were interested or extremely interested in blended meat, mainly driven by health and sustainability concerns. A 50/50 mix of plant-based and animal-based ingredients was perceived to be the most appealing.
Blended meat products could help meet the needs of institutional food service providers and retailers who are working toward sustainability goals, which could in turn enable widespread adoption. The products may also appeal to consumers who wish to adopt a more flexitarian diet.
“Consumers aren’t looking for better versions of meat because they believe meat is already meeting their needs,” said Tim Dale, Category Innovation Director at Food System Innovations. “Balanced Protein presents a unique opportunity to impact consumers’ diets by offering new tangible functional benefits they can believe in while also providing businesses with cost savings and supply chain diversification. It’s a practical solution that creates market demands while delivering the sustainability and equity improvements our food system needs.”
