Australians View Plant-Based Meat As Riskier & Less Valuable – Can Tailored Marketing Fix That?

A study conducted in Australia found that meat-eaters perceive plant-based meat alternatives as riskier and less valuable, regardless of how they are marketed. This perception is influenced by concerns about taste, texture, nutritional value, processing methods, and 'naturalness', leading to perceived risks across various dimensions. Additionally, consumers find more value in meat products due to neophobia and taste barriers associated with plant-based alternatives.

The researchers suggest that companies need to tailor marketing strategies for plant-based meat to target different consumer groups. Strategies such as reassuring consumers about taste, health benefits, and convenience, as well as implementing risk-mitigation tactics like product sampling and in-store tastings, can help increase acceptance and adoption of plant-based alternatives. Marketers should focus on rational messaging to communicate product quality and benefits to health, the environment, and animal welfare for younger omnivores and vegetarians, while addressing financial, psychological, and time-related risks to persuade meat-eaters.