FMCG Gurus

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sixth Might 2021
Understanding Flexitarian Attitudes In the direction of Meat Analogues

Introduction
The recognition of the plant-based market being positioned
round excessive protein and wholesome residing continues to develop with increasingly
customers turning to those merchandise. While these merchandise are primarily
related to these following diets round moderation and avoidance, even
these customers who eat and drink animal produce regularly may be
susceptible to consuming these merchandise.
The expansion of plant-based reputation has additionally resulted in customers adopting a flexitarian way of life from a distinct segment to a mainstream dietary behavior. This want for more healthy plant-based merchandise has been pushed by two key elements, environmental points and customers trying to lead a more healthy way of life within the wake of COVID-19. So how do shopper attitudes adjustments throughout totally different shopper teams when addressing meat substitutes?

Meat Avoidance
FMCG Gurus shopper insights present {that a} excessive proportion of
customers following a flexitarian weight loss plan have solely been doing so for the final 12 months.
When requested in the event that they eat meat regularly, 93% of flexitarians say that
they solely eat meat often. This exhibits that solely a small proportion of
customers classify themselves as flexitarian as a result of they’ve opted to
cut back/eradicate dairy consumption while sustaining their meat-eating habits.
The analysis additionally exhibits that 56% of flexitarians have made
makes an attempt to cut back meat consumption within the final 12 months. This implies it’s
essential that plant-based alternate options are usually not seen as a compromise, as many
newly declared flexitarians could battle to cut back meat consumption over an extended
time frame.
So why are flexitarians trying to cut back their meat consumption?
The primary causes for this are as a consequence of 75% of flexitarians associating consuming
much less meat with main a more healthy way of life. That is one thing of excessive
significance as customers look to undertake a more healthy way of living in an effort to fight
and vulnerability to illness and sickness in a while in life. This want has additionally
been heightened by the COVID-19 pandemic as customers at the moment are greater than ever trying
to handle their dietary habits.  
Meat Substitutes
As flexitarians look to cut back their meat consumption, they’re turning to meat substitutes greater than every other shopper group. That is highlighted as 55% of flexitarians state that they eat meat substitutes. Though meat substitutes are sometimes related to being higher for you additionally it is essential that they’re made out of pure merchandise. FMCG Gurus analysis exhibits that 83% of flexitarians say it will be significant that meat substitutes are 100% pure. Shoppers have been extra attentive to the elements utilized in product formulation, wanting reassurance that these used are actual and genuine. This exhibits the significance of making certain that plant-based meat merchandise have as few elements as attainable, particularly in an effort to maximize attraction amongst flexitarians.
Though customers need more healthy merchandise, taste holds a
key position inside the meat substitutes market. Shoppers can typically affiliate plant-based
merchandise with being bland and boring, highlighting the significance of taste
innovation inside the market. In the case of preferable flavors, 68% of
flexitarians discover meaty flavors interesting. This implies that customers need
meat substitutes to copy and mimic the expertise of consuming actual meat
merchandise.
Suggestions
Because the flexitarian dietary plan turns into extra mainstream with not 1in 4 customers stating this, it is very important perceive why they need to cut back meat from their diets. Many flexitarians have adopted this dietary plan inside the final twelve months and should battle to observe this for an extended time frame. Due to this fact, it will be significant that manufacturers place meat substitute merchandise as compromise-free, the introduction of latest taste improvements, and that they’re 100% pure.

This text relies on FMCG Gurus: Plant-Based mostly Attitudes & Behaviors: How Do They Differ Throughout Shopper Segments – International Report 2021. For extra info, please click on right here.

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