CONSUMER RESEARCH EXPLORES PERSPECTIVES, PURCHASING BEHAVIORS FOR PLANT-BASED MEAT ALTERNATIVES

In just a few years’ time, plant-based meat alternatives (PBMAs) have immensely grown in popularity, even among those who don’t necessarily follow a plant-based diet (e.g., flexitarian, vegetarian, and vegan). These products, which are designed to mimic the flavor and texture of animal protein (many using soy as a primary ingredient), have expanded the variety of protein options available to people in the U.S. and across the globe. But just how prevalent are they in the diets of U.S. consumers, and what are the reasons for putting them on our plates?

Soy Nutrition Institute (SNI) Global and the United Soybean Board recently collaborated with the International Food Information Council on a survey assessing consumption trends and perspectives on PBMAs among 1,001 U.S. adults.¹ Here are some key takeaways, along with suggestions on how to integrate the findings into your practice.

1. Recognize that while PBMAs are newer products on the market, they may already be a regular part of your patient or client’s diet. Knowing whether they consume these products can lead to more personalized dietary recommendations.
   1. 22% say they consume PBMAs daily, and another 20% say they consume them weekly.
   2. Of those who have consumed or would consider trying PBMAs, 75% say they have (or would) consume them at home.
2. Educate patients or clients on the nutritional aspects of PBMAs, as perceived healthfulness and protein content are top-of-mind for many.
   1. The most common reasons for consuming PBMAs were healthfulness (39% ranked in top 3), being a source of high-quality protein (34%), and liking the taste (33%).
   2. Of those who consume PBMAs for their healthfulness, the top benefits they seek from these products were: high quality/complete protein (43%), heart health (41%), and protein content (40%).
3. Inform patients or clients about the ingredients in PBMAs and refer to them with specificity, because transparency is valuable when it comes to food options.
   1. When shown an image of a PBMA burger and told that it was made without animal meat, the most popular descriptions for the product were “plant-based burger” (39% included in their top 3 choices), “veggie burger” (35%), and “meatless burger” (35%).
   2. However, when told that the product was made primarily from soy protein, the top-ranked descriptions became more soy-specific, with “soy burger” (42%), “soy-based burger” (39%), and “soy patty” (34%) rising to the top.

These results make clear that PBMAs are now a common part of Americans’ diets, which offers an opportunity to talk about the nutritional aspects of soy-based products using terminology that resonates with your patients and clients. 

REFERENCE

1. International Food Information Council. “Consumption Trends, Preferred Names and Perceptions of Plant-Based Meat Alternatives.” November 2021.