Pulse Forward 14 | USA's big bet on beans

FOOD FORWARD

ONE IN FOUR. When it comes to plant- based meat, 25% of U.S. consumers are “lapsed purchasers”, meaning they buy once but don’t repeat their purchase in the subsequent three months. When asked what would convince them to buy a new plant-based meat product, the top reasons are taste and price followed by health (less fat and cholesterol or more protein than animal meat), and then altruistic (environmental impact or animal welfare) reasons. The research indicates that, to create sustained growth, plant-based products will need to meet or exceed mainstream consumers’ expectations around the three key drivers of price, taste, and convenience.

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