Alternative proteins consumer research
How can alternative proteins be marketed to decrease animal product consumption?
This profile is tailored towards students studying business, media and communications, and psychology, however we expect there to be valuable open research questions that could be pursued by students in other disciplines.
Why is this a pressing problem?
There are various reasons why we might consider animal product consumption a serious problem, related to both human and animal welfare. Most of the hundreds of billions of land and aquatic animals used and slaughtered every year for food spend their lives in extreme confinement if they are farmed, and are slaughtered inhumanely whether they are farmed or wild. The animal agricultural sector is also responsible for about 15% of global greenhouse gas emissions, exacerbates antibiotic resistance, and increases the likelihood of pathogens passing from animals to humans and causing pandemics.
Increasing the consumer appeal of alternatives to animal products such as meat, eggs and dairy appears to be an especially promising way of contributing to solving these problems. There are still barriers preventing many consumers from consuming animal product alternatives, and according to this report from the Good Food Institute from 2020, there is only a ‘small body of market and scholarly research [examining] consumer perceptions of such products,’ although plant-based alternatives hold ‘tremendous potential to reduce demand for conventional meat provided they meet consumers’ desired product expectations and are marketed effectively.’
Research in this area could focus on identifying consumer segments who are particularly open to animal product alternatives, identifying the animal-product alternatives most in demand, the most effective marketing strategies and the underlying attitudes and motivations affecting the purchasing of plant-based alternatives.
Watch this panel discussion to learn more about research that could help increase the consumer appeal of alternative proteins.
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Contributors: This profile was last updated 5/12/2022. Thanks to Chris Bryant for helpful feedback on this profile. All mistakes remain our own. Learn more about how we create our profiles.
