Is plant-based meat a growth opportunity?

Judging by the results of our latest market research study on this subject, the plant-based meat market could not be considered to be a strong growth opportunity.

Our research was done in the UK, but we don’t see any reason why the results would not be similar in other markets. If you are interested, we could undertake it in other markets.

Also, this research was only with 50 people, rather than with hundreds or thousands. However, it was qualitative in nature, which means that these people gave considered written answers to our questions.  And in fact, for a qualitative research piece a sample size of 50 is considered pretty large. It is equivalent in size to running 6 focus groups.

So, in our research we asked what people thought about plant-based meat, whether they would be likely or unlikely to try it, and why, and what they thought about the claimed environmental benefits of switching from eating meat to eating plant-based meat.

The results indicated there was very little interest in, or enthusiasm for, plant-based meat. Most people could not see any reason to try it, and many did not believe the claimed environmental benefits of plant-based meat.

Ultimately, these results suggest that most consumers simply do not have a problem with eating meat (which plant-based meat helps resolve).

Anyway, this is just our interpretation of the results. You can read our short summary report, and many of the answers given by the respondents in this article: Outlook for the UK plant-based meat market 2024

If you would like to know exactly how we conducted the research, or if you would like us to conduct it in your market, please do just get in touch.