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Plant-based meat substitutes are goods that replicate the texture, flavour, as well as appearance of meat using plant-based components. Typically, they are promoted as a replacement for conventional food products like steak, poultry, as well as swine (Hem, 2020). Because more individuals becoming conscious of the benefits to their well-being and to the environment of limiting their intake of conventional processed meat, customer attitudes and beliefs of plant-based meat substitutes have already been shifting in recent times.
The research question related to the selected topic is mentioned below:
1. What are the current consumer attitudes and perception towards plants - based Meat alternatives?
2. What are the various ways to promote plant-based products?
3. What various strategies could be used to influence customer towards plant-based products?
Some of the major variables that affect customer views and attitudes about plant-based meat substitutes includes health issues, environmentally issues, animal protection, Texture and flavour as well as cost (Santo, 2020). Considerations regarding nutrition, the ecology, welfare of animals, texture, as well as cost are leading to a general improvement in consumer attitudes and perceptions of plant-based meat substitutes and due to this reason, it will interest both academically and personally. The market for plant-based meat substitutes is probably going to increase since more people are taught about their advantages. Because plant-based products are viewed as being better as compared to traditional processed meat, numerous customers are intrigued in plant-based meat substitutes. In recent times, plant-based meat substitutes have substantially improved, and many of these items now resemble regular meat products in terms of depth of flavour (Cardello, 2022).
The research will take place in the form of a primary data from friends and elders near my work place.
As plant-based products are considered as pricey as organic food thus in many cases it has been seen that a lot of customers are unable to consumed these items. As a result, these products have got a niche market due to which their reach to the public is very low. As a result, the given study will be carried out with an intention to promote the plant-based products towards customer and also to analyse the consumer perception towards these kinds of items.
The research gap which the intended study rest on is the absence of the experiential test on the actual perception of the clients towards plant-based products that might be promoted to show its various benefits. The suggested study's debate would centre on an examination of the potential benefits of various technologies and knowledge which could be used to promote plant-based products and also to study the consumer attitudes and perception towards plants - based Meat alternatives.
The main aim of this study is to research on ways to promote the plant-based product through which the perception of the clients towards the same can be identified.
The main objectives of the study are listed in detail below:
According to János Szenderák (2022), the readiness to limit or substitute meat consumption is necessary due to the significant environmental impact of rising animal product consumption. Plant-based meat substitute is a potential replacement product that has a comparable impression of events to traditional meat within UK. A study done by Bryant( 2019), showed that throughout the UK market, meat replacements are currently experiencing exponential development. The addressable market was unquestionably great ten years ago, and revenues as well as capital in plant-based products broke records worldwide in 2020. Global retail sales of plant-based meat increased by 24% from 2019 to USD 4.2 billion (Bryant, 2019). Research on customer acceptability of meat consumption has received an increase in focus in recent years. Others are worried about the product's flavour, cost, safety, and naturalness. Even though some customers are pleased about the promise of lowering the health hazards, ecological disasters, as well as animals’ rights issues connected with traditional meat consumption, others are less so (Bryant, 2019). Despite the presently a dearth of quantitative study in Asia and cross-country comparisons on this subject, considerable data proves that adoption of meat production will differ significantly among civilizations. With the anticipated rise in meat consumption in low-income countries, these are probably crucial topics (Szenderák, 2022). Several of the moral, ecological, as well as population health problems currently linked with production of meat will be resolved in the future when it comes to the widespread production of clean meat without the use of animals. Similar to how plant-based meat is improving in flavour and getting more popular, it is evolving into a more and more viable substitute for traditional meat (Mostafa, 2022).
Figure : Leading opinions on plant-based meat alternatives among responding shoppers in Great Britain in 2018,(Mostafa, 2022).
Marketing plant-based goods could be a wonderful approach to nudge people towards leading more environmentally friendly and healthier lives. Foods made from plants hold enormous promise for preserving the environment. It can be challenging to persuade people to eat more plant-based meals, as they frequently view meat eating as socially acceptable, found naturally, and palatable (Rosenfeld, 2022). There are various ways through which plant-based products can be promote which are described in detail below.
According to Holmgren (2017), The first and the most cost-effective way to promote plant-based products is the use of social media. promoting plant-based products on social media sites like Instagram, Facebook, and Twitter. sharing images and recipes for plant-based meals as well as details on the advantages of eating plants. (Holmgren, 2017). However as pointed out by Driel (2021), working together with celebrities who have a sizable fan base and a passion for plant-based diets is also another great way to promote plant-based products that be identified as influencer advertising. They may educate their followers and
spread the word about plant-based products (Driel, 2021). Product demos are also considered to be as an important way of promoting plant-based product. Offering the item demonstration in shops helps to reach people and educating them regarding the items. This also provides an occasion to taste the item prior to purchase the items too.
As pointed out by Alexandra Alcorta (2021), plant-based diets have gained popularity as a way to improve human health as well as welfare of animals while lowering the environmental impact of the diet. Vegetarian diets make up a smaller proportion of the population than meat eaters, but their proportions have dramatically risen in recent years.
In addition to meat substitutes, the usage of non-animal packaged foods is rising, which presents a new business for the food sector (Alcorta, 2021 ). Regrettably suggested by Beate Gebhardt (2021), not because all alternatives to animal products are environmentally friendly, but some among them are actually overly manufactured. Customers need concrete understanding as well as control and are concerned about their health and labelling. The difficulties in this area are related to perceptual science, nourishment, human nutrition, and food technology and innovation. Also, a proper food choice as well as composition are crucial to gaining consumer approval and avoiding nutritional inadequacies in people who follow this diet (Gebhardt, 2021). Also as pointed out by Federico J.A. Perez-Cueto (2022), some of the major for promoting plant-based meat includes restricted accessibility and easiness, high price, its flavour and texture, ethnic as well as communal norm etc. In some areas, it may be more difficult to locate plant-based items, since not all grocers and eateries may carry them. Consumer access to and use of these items may be problematic due to their limited availability, which may prevent their acceptance. In addition to this, Due to the expense of materials and manufacturing procedures, items made from plants are frequently more expensive than those made from animals. Some consumers, especially those with lower finances, may be discouraged from selecting plant-based products because of this increased cost (Cueto, 2022).
According to Szejda (2020). Customers should initially comprehend the motivating factors for food choice generally and for protein specifically if they are to make a meaningful change away from consumption of meat to towards the healthier, more ecological, and socially conscious plant-based proteins. In order to give consumers more opportunities to select a product that is not only tastier, more affordable, and more convenient but also healthier, more sustainable, and more just, plant-based product development should aim to satisfy these motivations and address the barriers to consumption of plant-based meat (Szejda, 2020).
Also, Daniel L. Rosenfeld (2022), in his study showed some of the best strategy to promote plant-based meat products are providing proper education to the new customers and offer variety of products. It can be seen that though this is not a new concept still a lot of customer segment is not aware of the concept as well as its importance. Thus, it will be important to first educate them about the whole concept so that they can become aware of the product before purchasing it. In addition to this author also explained that Consumers can try out various flavours and sensations by receiving a choice of plant-based items. This may facilitate the switch to a plant-based diet (Rosenfeld, 2022).
On the other had study done by Emma Beacom (2022), revealed that Having plant-based products efficient and accessible may persuade individuals to experiment with them. It might entail placing them in multiple organisations, including grocers, eateries, as well as internet businesses. Products made from plant are frequently extra biodegradable than most of those made from animals. Businesses can attract clients whom is concerned about the
effects of their dietary choices on the environment by highlighting the environmental advantages of plant-based diets (Beacom, 2022).
The structure that can hold or support a research study's theory is known as the theoretical framework. According to Kittichotsatsawat, Jangkrajarng, and Tippayawong (2021), the resource-based perspective is a paradigm for companies that enables the identification and exploitation of a firm's strategic resources in order to enhance comparative benefit. The theoretical framework that has been designated for this given study is the resource-based views. Thus, application of the resource-based view in promotion of plant-based meat products to identify the consumer perception towards this segment would be entrusted with identifying the areas of risks so that the idea behind promoting can be identified in deep detail. Market information is another resource available to plant-based meat products. Thus, client needs could be determined to analyse sales reports, as well as firms should concentrate maintaining prepared marketing plans for these products.
Method: This section should provide an explanation and justification of the chosen research method to the topic. Please make sure that you include details of:
The research text that will be support the work will include the following:
The underlying principle that will be selected further to do the study will include the following:
It is essential to guarantee that the exploration is led in a moral way, regarding the privileges and protection of examination members and complying with moral rules and standards.
References
Alcorta, A. (2021 ). Foods for Plant-Based Diets: Challenges and Innovations. MDPI.
Beacom, E. (2022). Consumer motivations and desired product attributes for 2.0 plant-based products: a conceptual model of consumer insight for market-oriented product development and marketing. NIH, 2(8).
Bryant, C. (2019). A Survey of Consumer Perceptions of Plant-Based and Clean Meat in the USA, UK, and China. University of Bath.
Cardello, A. V. (2022). Plant-based alternatives vs dairy milk: Consumer segments and their sensory, emotional, cognitive and situational use responses to tasted products. Food Quality and Preference.
Cueto, F. J. (2022). How barriers towards plant-based food consumption differ according to dietary lifestyle: Findings from a consumer survey in 10 EU countries. International Journal of Gastronomy and Food Science.
Driel, J. v. (2021). The Effectiveness of Influencer Marketing on Intentions to Adopt a Plant-Based Diet. Tilburg University.
Gebhardt, B. (2021). Plant-based foods: The product-related potential and challenges to the European food industry. University of Hohenheim.
Hem, J. ( 2020). A review of research on plant?based meat alternatives: Driving forces, history, manufacturing, and consumer attitudes. Comprehensive Reviews in Food Science and Food Safety , 19(1).
Alcorta, A. (2021 ). Foods for Plant-Based Diets: Challenges and Innovations. MDPI.
Beacom, E. (2022). Consumer motivations and desired product attributes for 2.0 plant-based products: a conceptual model of consumer insight for market-oriented product development and marketing. NIH, 2(8).
Bryant, C. (2019). A Survey of Consumer Perceptions of Plant-Based and Clean Meat in the USA, UK, and China. University of Bath.
Cardello, A. V. (2022). Plant-based alternatives vs dairy milk: Consumer segments and their sensory, emotional, cognitive and situational use responses to tasted products. Food Quality and Preference.
Cueto, F. J. (2022). How barriers towards plant-based food consumption differ according to dietary lifestyle: Findings from a consumer survey in 10 EU countries. International Journal of Gastronomy and Food Science.
Driel, J. v. (2021). The Effectiveness of Influencer Marketing on Intentions to Adopt a Plant-Based Diet. Tilburg University.
Gebhardt, B. (2021). Plant-based foods: The product-related potential and challenges to the European food industry. University of Hohenheim.
Hem, J. ( 2020). A review of research on plant?based meat alternatives: Driving forces, history, manufacturing, and consumer attitudes. Comprehensive Reviews in Food Science and Food Safety , 19(1).
Holmgren, H. (2017). Plant-based diets on social media. JÖNKÖPING UNIVERSITY.
Mostafa, M. (2022). Consumer Intention to Buy Plant-Based Meat Alternatives: A Cross-Cultural Analysis.
Rosenfeld, D. L. (2022). Promoting plant-based food choices: Findings from a field experiment with over 150,000 consumer decisions. Journal of Environmental Psychology, 81(2).
Rosenfeld, D. L. (2022). Promoting plant-based food choices: Findings from a field experiment with over 150,000 consumer decisions. Journal of Environmental Psychology, 81.
Santo, R. E. (2020). Considering Plant-Based Meat Substitutes and Cell-Based Meats: A Public Health and Food Systems Perspective. Johns Hopkins Bloomberg School of Public Health.
Szejda, K. (2020). Strategies to Accelerate Consumer Adoption of Plant-Based Meat. The Good Food Institute.
Szenderák, J. (2022). Consumer Acceptance of Plant-Based Meat Substitutes: A Narrative Review. MDPI.
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