Alternative protein consumer insights

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Plant-based meat consumer segmentation in the US

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A new report by the Good Food Institute (GFI) found that 71% of 3,000 U.S. consumers surveyed (aged 18-59) who had recently consumed conventional or plant-based meat or dairy are at least somewhat likely to choose plant-based alternatives in the future.
These consumers were divided into six distinct segments based on their attitudes toward plant-based meat (see visual below).
Consumers driven by ethics, health, nutrition, or high protein intake represent the most promising near-term targets to increase plant-based meat consumption.
The report offers insights to help brands refine their messaging and product positioning.

**Good Food Institute (see the full report in PDF below)**

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In the US, Price Outweighs Taste for Plant-Based Meat Choices

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A recent study involving over 2,100 American participants revealed consumers are more inclined to choose plant-based meat alternatives when priced lower than conventional meat.
The taste of plant-based alternatives may be less significant than their price.

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GFI and Accenture Release Precision Fermentation Consumer Research Across Five Markets

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