Marketing strategies used for alternative protein products sold in Australian supermarkets in 2014, 2017, and 2021

Brooker, Paige G; Hendrie, Gilly A.; Anastasiou, Kim; Woodhouse, Rachel; Pham, Theresa; Colgrave, Michelle L.

doi:10.3389/fnut.2022.1087194

Cited by 6 publications

(3 citation statements)

References 47 publications

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“…Another physical opportunity affecting pulse and PBMA consumption was having difficulties in locating these products in a store. Earlier research has noted that more prominent positioning of healthy foods (such as pulses) in grocery stores is related to healthier food choices ( 54 ) and that alternative protein foods are often placed separately from meat equivalents ( 55 ). Thus, with better placement of plant protein foods, grocery stores could advance their consumption.…”

Section: Discussionmentioning

confidence: 99%

Barriers associated with pulse and plant-based meat alternative consumption across sociodemographic groups: a Capability, Opportunity, Motivation, Behaviour model approach

Kuosmanen,

Niva,

Pajari

et al. 2023

Front. Nutr.

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IntroductionTo enhance environmental sustainability and food security, there should be a change in dietary protein consumption. It is suggested that meat consumption should be reduced and that the currently low consumption of pulses and other plant-based proteins should increase. We aimed to examine (1) how sociodemographic factors and perceived barriers are associated with self-reported current and perceived future pulse and other plant-based meat alternative (PBMA) consumption and (2) how sociodemographic factors relate to perceived barriers.MethodsParticipants were 18–75 year-old Finnish adults (n = 1,000). Multivariable logistic regression was used as the main analysis technique. The results were interpreted by employing the Capability, Opportunity, Motivation, Behaviour (COM-B) model.ResultsPulses were consumed more often than PBMAs and lower education level and financial strain were associated with more infrequent pulse and PBMA use. The most common perceived barriers for pulse consumption were unfamiliarity, expensive price, and unpleasant taste, which can be interpreted to represent the capability, opportunity and motivation components of the COM-B model, respectively. Women, the young, and financially strained perceived more barriers limiting their pulse consumption than others.DiscussionTo increase plant-based food consumption, it is important that tasty, easy to use and affordable plant-based foods are available for all. Additionally, we suggest that food services should be encouraged to increase the use of pulses in their dishes and that capabilities, opportunities and motivations are taken into account in intervention measures advancing plant protein consumption.

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Section: Discussionmentioning

confidence: 99%

Barriers associated with pulse and plant-based meat alternative consumption across sociodemographic groups: a Capability, Opportunity, Motivation, Behaviour model approach

Kuosmanen,

Niva,

Pajari

et al. 2023

Front. Nutr.

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“…The marketing mix encompasses a variety of elements that are taken into account during the marketing of a product, such as the assessment of consumer preferences, the perception of the product, and its differentiation from competing products. In the context of food goods, several elements contribute to their marketability, including product descriptors and images shown on the packaging, pricing, as well as in-store placement and promotional strategies (Brooker et al, 2022). Therefore, it is assumed that H8: Promotion strategies of PBMA can positively influence the acceptance of PBMA.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Cultivating a greener plate: understanding consumer choices in the plant-based meat revolution for sustainable diets

Erfanian,

Qin,

Waseem

et al. 2024

Front. Sustain. Food Syst.

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The implementation of sustainable food systems on a global scale is of utmost importance in order to effectively achieve sustainable diet goals on a world level. Plant-based meat alternatives offer potential replacements for meals derived from animals and serve as a means to transition toward more environmentally sustainable dietary choices. Therefore, in the quest for sustainable diets, comprehending consumer behavior and preferences within the context of the plant-based meat revolution is crucial. The current study is planned to examine the factors that influence the acceptance of plant-based meat alternatives among Chinese people. For this purpose, data collected from 610 individuals through an online survey was analyzed using the partial least square structural equation model. The findings reveal that consumer perceptions, particularly regarding taste, nutrition values, and texture, were found to have a significant impact on the acceptance of plant-based meat alternatives. Effective promotional strategies, availability, and accessibility also play a vital role in influencing consumer preferences for plant-based meat alternatives. The outcomes regarding the significance of health perception and environmental concern in transforming consumer preferences for plant-based meat alternatives are also highlighted. Consumers prioritize plant-based meat alternatives due to their perceived health benefits and favorable environmental impact. Moreover, consumer satisfaction, rooted in meeting or exceeding expectations, signifies the mediating role in the relationship between consumer perceptions and the acceptance of plant-based meat alternatives, which boosts the plant-based meat alternatives’ acceptance. Furthermore, the findings underline the mediating role of environmental attitude in the relationship between environmental concerns and plant-based meat alternatives’ acceptance, emphasizing the importance of sustainable dietary choices. In general, these findings provide valuable insights into the promotion of sustainable dietary choices, the alignment of consumer behavior with environmentally conscious decisions, and transforming the food systems in light of changing consumer behavior and ecological concerns.

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confidence: 99%

Processed vegan food packaging: influencing vegan diet and lifestyle consumption choices

Johnson,

Batty,

von Hurst

2024

Proc. Nutr. Soc.

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As the demand for plant-based meat analogues (PBMAs) continues to surge globally, understanding the marketing strategies that drive consumer choice becomes imperative(1). This research project, part of a larger study at Massey University, explores the design and packaging of vegan food products, specifically focusing on processed PBMAs and how this influences vegan diet consumption choices in New Zealand vegans. We examined the packaging of vegan processed food available in New Zealand supermarkets and those promoted online, with a focus on processed PBMAs. This informed the development of an online survey including: demographics, motivations for following a vegan diet, and questions related to perceptions and preferences about vegan diets and processed PBMA packaging. The survey was offered to individuals who had previously participated in vegan research at Massey University and followed a strict vegan diet. There were 235 participants of whom 198 completed the survey. This consisted of primarily females (n = 156, 74%) and individuals of New Zealand European descent (n = 159, 71%), aged 18 to 76 years (37.8 ± 12.3). The participants had varying durations of following a vegan diet, with the largest group (n = 87, 42%) adopting it for 5 to 10 years. The primary motivation for following a vegan diet was animal welfare (n = 205), followed by environmental concerns (n = 189) and health (n = 175). Participants were able to select more than one option, suggesting there are often multiple reasons for choosing to follow a vegan diet. Factors influencing purchase decisions for PBMAs included nutrient claims on packaging, with protein having the highest positive influence. Environmental concerns also played a significant role, with eco-friendly packaging and positive environmental claims being important. Packaging images, particularly of the final prepared product, had a significantly positive impact on purchasing decisions (4.12 ± 0.78) where 1 represented a negative influence and 5 represented a positive influence on a Likert Scale. The majority sometimes, or always checked the nutrition information panel (n = 167, 85%) and examined the ingredients (n = 191, 98%). Participants reported concern about the nutritional value of processed PBMAs (n = 94), and reported that they are aware that these foods are classified as ‘ultra-processed (n = 91). This research provides valuable insights into the reasons people choose vegan diets and what influences their choices when it comes to purchasing PBMAs. It highlights the significance of marketing strategies in the plant-based meat alternatives industry. However, to gain a more comprehensive understanding of this evolving market, further research is necessary. Future research should consider a wider range of demographics and regional distinctions to better understand how consumer preferences in plant-based diets are changing. This should also include looking at how the market is maturing, with buyers becoming more aware of things like nutrients and the processing of food, which can impact the sustainable food choices individuals make.

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Marketing strategies used for alternative protein products sold in Australian supermarkets in 2014, 2017, and 2021

Cited by 6 publications

References 47 publications

Barriers associated with pulse and plant-based meat alternative consumption across sociodemographic groups: a Capability, Opportunity, Motivation, Behaviour model approach

Barriers associated with pulse and plant-based meat alternative consumption across sociodemographic groups: a Capability, Opportunity, Motivation, Behaviour model approach

Cultivating a greener plate: understanding consumer choices in the plant-based meat revolution for sustainable diets

Processed vegan food packaging: influencing vegan diet and lifestyle consumption choices

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