How Plant-Based Meat Can Win People Over, According To A New Report

A new market report suggests that the plant-based meat sector should focus on creating convenient and “clean-label” products to attract more buyers in the US. Companies like Beyond Meat are shifting towards products with fewer ingredients that people can easily recognize, aiming to address concerns about “ultra-processed” foods. Transparency and simplicity around ingredients, as well as partnerships with trusted associations, can help change consumer perceptions about plant-based alternatives.

Convenience is a key factor in driving sales in the plant-based meat sector, with frozen products accounting for 70% of sales. Brands need to highlight the value for money of their products, emphasizing taste, convenience, and nutritional benefits to show consumers that they are getting more for their money. The report also recommends targeting higher-income Asian and Black millennials, along with Gen X, as they make up a significant part of the consumer base for plant-based meat and are receptive to inspiration in their cooking and shopping habits.