STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS

PLANT BASED MEAT

Author- AMAY BAHETI (MBA Marketing)

Connect with me on LinkedIn - www.linkedin.com/in/amaybaheti

 Executive Summary

The purpose of this study was to understand the- To understand the factors influencing
customers to buy plant based meat, to explore limitations of buying plant based
meat. And to suggest marketing strategies to improve sales of plant based meat
through HORECA.
This report is based upon the Secondary and Primary research, reports on the same
topic.

The worldwide plant-based meat industry was worth USD 5.06 billion in 2021 and is
predicted to rise at a compound annual growth rate (CAGR) of 19.3 percent between
2022 and 2030 and India's meat replacement industry i.e. Plant Based Meat industry
is expected to develop at a compounded annual growth rate of 7.48 percent between
2021 and 2026, reaching US$ 47.57 million by 2026.

Factors influencing customers to buy plant based meat are

1) Ethical view point

2) sustainability
3) Food safety

Limitations of buying plant based meat are

1) Taste
2) Lack of variety of dishes
3) Meat attachment

1
 2.1 Chapter 1
1.1. Introduction to the Plant Based Meat Industry

The human population is currently confronting a slew of worldwide wars. The issues
vary from conflicts and instability in many regions of the world to growing poverty
and global warming. While most of the discussion about global warming focuses on
the usage of fossil fuels, one of the most significant sources to greenhouse gas
emissions is virtually always disregarded.
According to the UN (2006), emissions from cow ranching were higher in 2006 than
all transportation emissions combined. According to various sources, animal
husbandry accounts for between 18% and 35% of total CO2 emissions, and perhaps
up to 50%. Furthermore, cow ranching is no longer viable because more than half of
the products cultivated are consumed as animal feed. Rainforests are being torn
down at an alarming rate to make way for plantations and new cow pastures. All of
these facts indicate that a large portion of human food production is no longer
sustainable, and alternatives are required to halt the downward spiral of
environmental damage. Plant-based meat emits 30%–90% less greenhouse gas than
conventional meat
Plant-based meats are items that are intended to resemble animal meat. Earlier
goods, such as tofu and seitan, were intended to replace animal meat; however,
newer ones resemble its flavour, texture, smell, and look. Plant-based foods often
contain legumes, soybeans, or lentils, quinoa, vegetable proteins like peas, coconut
oil, and essential wheat gluten, also known as seitan.
Plant-based meat is considerably more diverse than raw beans, which, although
interesting, are not as tempting to the modern omnivore — or, at least, not as
appetising as a delicious chicken patty. Plant-based meat is anything that is
generated from plants or fungus that is a substitute for the flavours and nutrition of
animal meat. Yes, it includes raw legumes, but it also includes much more.
In 2021, the global meat market is expected to be worth $1.33 trillion USD. Looking
ahead, IMARC Group predicts that the market will reach US$ 1.61 trillion by 2027,
growing at a CAGR of 3.10 percent between 2022 and 2027.

2
Source: www.grandviewresearch.com

Meat alternatives have a potential to disrupt the space. The acknowledgment of the
same is not just emergence of many new age plant based meat companies but even
global leaders in meat processing like Tyson Foods, Cargill, JBS, CP foods etc. The
biggest FMCG companies like Unilever, nestle have also launched their own lines of
plant based meat products.
The worldwide plant-based meat industry was worth USD 5.06 billion in 2021 and is
predicted to rise at a compound annual growth rate (CAGR) of 19.3 percent between
2022 and 2030. The market is likely to be driven by growing consumer interest in
plant-based diets, as well as increased awareness of animal rights through various
welfare groups. Plant-based meat is becoming an essential component of a vegan
diet, in which people live a vegetarian lifestyle free of animal-based foods.
Celebrity endorsements of vegan/vegetarian diets are expected to boost worldwide
demand for meat substitutes. Furthermore, the introduction of new goods by
manufacturers that are comparable to meat in terms of flavour, texture, colour, and
taste is driving product demand. Plant-based meat is mostly consumed in the
Hotel/Restaurant/Café (HORECA) industry. Key industry players are partnering with
fast-food restaurants and restaurant chains to increase the acceptance of their
goods. Fast-food restaurants such as Burger King, McDonald's, and recently TATA
Starbucks has partnered with Imagine meats on a range of vegan menu items to be
served at the coffee chain's stores in order to profit on a sector dominated by health-
conscious clients.
Veganism is becoming more popular for health and ethical reasons, while vegetarian
ingredients are becoming more popular to prevent animal cruelty and to consume
sustainable food and beverage goods.

3
Furthermore, soy as a raw material has all of the standard (nine) amino acids that are
required for human growth. Its capacity to improve the end product's water
absorption, solubility, emulsification, viscosity, anti-oxidation, and texture is
expected to promote soy demand in plant-based meat products in the future years.
Diverse plant-based meat kinds are becoming increasingly popular, diversifying and
expanding the market. In addition to plant-based beef, demand for plant-based
poultry, hog, and shellfish is increasing. Over the projection period, the exponential
expansion of chilled plant-based meat is expected to continue. It indicates a change
in the plant-based industry's product innovation and merchandising methods.
According to a Global News Wire analysis, India's meat replacement industry i.e.
Plant Based Meat industry is expected to develop at a compounded annual growth
rate of 7.48 percent between 2021 and 2026, reaching US$ 47.57 million by 2026.
The market is mostly driven by growing health concerns, as well as increased
awareness of various ailments caused by protein deficiency. Vegetarian population
growth will continue to boost the industry in the coming years.
India is the world's greatest producer of pulses, accounting for 25% of total output;
nonetheless, more than 70% of the population in India is protein deficient. Deficiency
can be caused by a lack of awareness and insufficient protein ingestion on a regular
basis. Protein-rich foods found in India include pulses, soybeans, legumes, seeds,
nuts, milk, meat, fish, and chicken. However, not all protein sources are accessible to
individuals across the country, which might be due to a lack of information, pricing,
and availability, or cultural, ethical, and health considerations.
Plant-based protein sources can play an important role in correcting deficiency since
they not only provide variety but are also cost-effective.
Plant-based meat substitutes (also known as mock meats, meat alternatives, and
vegan/vegetarian meats) are primarily manufactured in India by processing and
combining plant proteins (derived from soybeans, wheat, potato, jackfruit, and
pulses), edible oils, starch, vegetable extracts, seasonings, and other additives to
mimic the colour, texture, appearance, smell, taste, and flavour of animal-based
meat.
The Government of India also intends to promote this economic environment by
establishing two new research centres for cell-based meat at the Institute of
Chemical Technologies (Mumbai) and the Centre for Cellular and Molecular Biology
and the National Institute of Biotechnology. The Indian Department of Biotechnology
has invested in a meat research centre to boost laboratory-grown foods/cultivated
meat research and development.
Plant-based meat products have nutritional advantages comparable to animal meat.
Manufacturers strive to develop meat replacements that are comparable to meat in
texture, colour, flavour, and taste. however, the key challenges are the flavour and
diversity of meat alternatives disappoint the majority of consumers. Consumers
believe that choosing meat replacements results in a considerable loss of flavour. For

4
example, the off-flavour of soy protein renders it unpalatable for human eating.
Compounds such as aldehydes, ketones, furans, and alcohols generate the off-
flavour. Medium-chain aldehydes are one of the primary causes of soy products'
beany and grassy flavour. Soy's great nutritional content, on the other hand, has
increased its demand.

Growth of India’s plant-based meat industry

According to the Annual Survey of Industries (ASI) 2018-19 conducted by the Ministry
of Statistics and Programme Implementation (MoSPI), the food processing sector
produced approximately US$ 179.9 billion (Rs. 12,76,995 crore), accounting for
approximately 12.83 percent of total manufacturing output. During 2019-20, the
food processing sector's gross value added (GVA) was roughly US$ 30.0 billion (2.24
lakh crore), contributing 1.69 percent to the overall GVA. According to the ASI,
around 20.05 lakh persons worked in the food processing industry during the survey
period. The food processing industry is particularly profitable since it allows for 100%
FDI through the automated method.
However, retail trading and e-commerce for food goods produced in the nation are
eligible for 100 percent FDI via the sovereign approval method. Sugar, cereals, edible
oils, beverages, dairy products, fruits and vegetables, meat, and seafood are among
the primary businesses in this sector. Over the last several years, Indian processors
have been pushed to create plant-based replacements due to the built-in capacity
and expertise of plant component processing.

According to a report published by Global News Wire, India’s meat substitute market
is estimated to advance at a compounded annual growth rate of 7.48% during the
forecast period of 2021–26, reaching US$ 47.57 million by 2026. The market is largely

5
driven by rising health concerns, coupled with an increase in awareness of different
diseases caused by a deficiency in proteins. Over the next few years, growth in the
number of vegetarians will continue to fuel the market.

Plant-based meat brief overview

Plant-based meat is simply meat that has been derived from plants. It is designed to
taste, look, and feel like traditional meat made from animal ingredients. Plant-based
meat is healthier than traditional meat since it has less calories and saturated fats.
Plant-based meat contains components such as coconut oil, vegetable protein
extract, and beet juice. When taken in moderation as part of a balanced diet, plant-
based meat is healthier. It also has higher nutritional value than ordinary meat.

Source: FoodData Central; Beyond Meat.

Drivers of plant-based meat industry

According to Forbes, India is the world's greatest producer of pulses, accounting for
25% of total output; nonetheless, more than 70% of Indians are protein deficient.
Deficiency can be caused by a lack of awareness and insufficient protein ingestion on
a regular basis. Protein-rich foods found in India include pulses, soybeans, legumes,
seeds, nuts, milk, meat, fish, and chicken. However, not all protein sources are
accessible to individuals across the country, which might be due to a lack of
information, pricing, and availability, or cultural, ethical, and health considerations.

Plant-based protein sources can play an important role in correcting deficiency since
they not only provide variety but are also cost-effective. Protein needs in the human
body can be met by a balanced diet that includes two or more kinds of plant-based
meals.

6
Consumers, on the other hand, are quite open to plant-based meat replacements.
Many consumers want such items because they offer a variety of health and fitness
advantages, such as the avoidance of no communicable illnesses, obesity, and
digestive difficulties. During the Covid-19 epidemic, the popularity of these items has
increased since they are viewed as immunity-boosting foods. Individuals or groups
who are vegetarian but occasionally consume meat and fish might enjoy the taste of
animal flesh without eating animal goods.
Furthermore, urban consumers are welcoming the idea of plant-based processed
food as a rich source of protein.

Plant Based Meat Industry Analysis

According to an industry analysis from the United States Department of Agriculture
(USDA), India appears to be a fledgling market for plant-based meat replacements.
For protein, Indians have historically consumed soybeans, jack fruit, dairy, and
legumes. According to the UN Livestock Long Shadow Report, eight of the 21
alternative meat start-ups were established in 2019-20, with five foreign and local
firms entering the market in 2020-21. With enormous urbanisation and
socioeconomic group transitions, India has emerged as the world's largest consumer
base. According to a 2019 poll performed by the University of Bath and the Good
Food Institute, 63 percent of Indians were either very or extremely inclined to
purchase plant-based meat on a regular basis.

7
The plant-based meat sector in India is gaining international attention, thanks to
agreements with large multinational corporations. Archer Daniels Midland (ADM),
for example, collaborated with Imagine Meats, an Indian plant-based meat
manufacturer. ADM will acquire raw materials and actively participate in a
technological relationship for manufacturing goods under the Imagine Meats brand
name as part of this strategic agreement. Imagine Meats, an Indian partner, is
focusing on generating plant-based versions of traditional Indian dishes like biryani
and kebabs, as well as using soy and pea proteins to make curry.

Government initiatives
Key initiatives and major policy measures undertaken by the government to support
the food processing sector include:

 the Ministry of Health and Family Welfare (MoHFW) established Eat Right
India, which aims to assist people in developing healthy choices and
implementing a sustainable diet showcasing plant-based substitutes to
combat climate change.
 Allowing 100% FDI through the automated route in the food processing sector
and 100% FDI through the government route in retail trade and e-commerce
for food goods produced and manufactured in India.
 A food processing fund of US$ 267.7 million (Rs. 2,000 crores) has been
established in collaboration with NABARD to provide affordable financing to
encourage investment in mega food parks and processing units.

Road Ahead

Plant-based meat is currently available at grocery shops, hotels and restaurants,

and e-commerce sites in India. Given the increased awareness of such items and
the significant expansion in the urban population, these food products are
anticipated to gain momentum in India. Celebrities and social media influencers
have played a big role in emphasising the relevance of plant-based meat. A surge
in health-related issues, as well as the rising popularity of healthier alternatives,
are boosting the future of plant-based meat in India. This might lead to significant
development in the next years.

8
 1.2. Introduction to the GoodDot Enterprises Pvt. Ltd.

When a group of friends decided to band together for a shared cause, GoodDot was
founded. They wished to make the world a better place for animals. They wanted to
establish a solution that was good for everyone after witnessing the incredible
suffering inherent in animal agriculture. According to GoodDot, the major reason
most people consume meat is for its flavour. People would gladly convert to a
product that not only tasted like meat but was also an ethical, healthier, and more
environmentally sustainable alternative to animal meat.
GoodDot is an Udaipur (Rajasthan) based mock meat / vegan meat company. When
a group of friends decided to band together for a shared cause, GoodDot was
founded. They wished to make the world a better place for animals. They wanted to
establish a solution that was good for everyone after witnessing the incredible
suffering inherent in animal agriculture.
According to GoodDot, the major reason most people consume meat is for its flavour.
People would gladly convert to a product that not only tasted like meat but was also
an ethical, healthier, and more environmentally sustainable alternative to animal
meat.
Since 2013 Founders had been exploring options for developing and bringing plant
based meat to the market. The main aim was to provide tastier, healthier &
affordable option for meat.
It was founded in 2016 with the vision to create a healthy, sustainable and
compassionate world by innovating to revolutionize the way we eat.
And its key investors include Bhilwara (Rajasthan) based RCM Business House,
Mumbai based Sixth Sense Ventures. The company has raised more than $6 Million

9
in funding and its revenue is $4.5 Million. GoodDot’s brand ambassador is Olympic
Gold medalist, Neeraj Chopra.

(CEO: Mr. Abhishek Sinha and Brand Ambassador Olympic gold medallist Mr. Neeraj
Chopra)

People's eating habits have altered as a result of their shifting and fast-paced
lifestyle. Many individuals choose to consume meat at least 4-5 times every day,
which has a direct impact not only on their bodies but also on our world. It is an
endless discussion about how non-vegetarian food is steadily harming our world and
will eventually lead to deforestation, overgrazing of lands, soil erosion, and other
problems. GoodDot is one such brand that tries to attract people's attention to vegan
items that taste like meat but are made entirely of plant-based ingredients. This
option is healthier, less expensive, tastier, more ethical, and better for your plant and
body. Let's have a look at this ecologically friendly brand.

Currently GoodDot Enterprises offers various products like Un-mutton Dhaba Curry-
the vegan alternative for Mutton Curry, Meatless Mince is the vegan answer to Beef,
Vegicken is the veg substitute for chicken and there are many more meat alternatives
available. Apart from these GoodDot also have Sip2Fit Instant Mix – An Immunity
booster, Sip2Fit Instant Tea Mix – An replacement for milk tea, GoodDot Noodles are
also available. These products are available under its 4 Brands GoodDot Spices Pvt.
Ltd., GoodDot Unmylk Ltd., GoodDot Enterprises Pvt. Ltd & including its own vegan
restaurant chain Goodoo Pvt. Ltd.

10
MISSION
 Innovating to create delicious, plant-based food better for people, animals,
and the planet earth.

 Providing compassionate alternatives to animal meat, without sacrificing

taste.
 Promoting a more sustainable food system for the world.
 Revolutionising the future of food with scalable products that are affordable
and accessible to all.

VISION
To create a more compassionate and sustainable world by innovating to
revolutionise the way we eat. Tasty & healthy meals that will satisfy everyone.
From curries to stir fries to wraps, our plant-based meat products can be used
to replace traditional meat in any recipe.

GoodDot’s all products are GMO free.

What is GMO?
GMO is an abbreviation for genetically modified organism. Plant and animal breeders
have long sought to manipulate the DNA of living things by selecting breeding the
most effective creatures. This is a type of genetic engineering. However, in most
situations, GMO refers to modifying an organism's genes in a laboratory setting.
GMO product manufacturers, particularly food manufacturers, genetically edit
organisms to improve the product or gain a financial advantage. GMO plants, for
example, may be simpler to cultivate in big quantities or yield more fruit. GMO meat
from genetically modified animals may taste better or differently than conventional
meat.
GMO goods continue to be contentious, particularly among environmental and
natural living organisations. Opponents of genetic modification are concerned that
genetic modifications will have unintended consequences for human health. For
example, there is fear that the nutrients in these products will cause tissue damage
or will not metabolise as well. Furthermore, the long-term implications of ingesting
GMO goods are unknown.

11
The majority of studies on GMO goods finds no indication of danger. The scientific
community, however, recognises that available research is neither unanimous nor
definitive. Many experts continue to express concerns about the usage of genetically
modified organisms (GMOs), for which most studies have not analysed the long-term
dangers or benefits.
GMO foodsTrusted Source are foods that scientists have genetically modified in a lab.
For instance, some GMO potatoes stay fresh longer and do not turn brown. Some
types of GMO corn produce a toxin called Bacillus thuringiensis, which is harmless to
humans but kills certain insects.

What are the health risks of GMO foods?

 Toxins in plants: Many plants contain tiny levels of toxins that can be toxic in
excessive concentrations. GMO plants may have a different toxic balance,
raising the potential of human injury. Although research on the specific
hazards of GMO plant toxins is sparse, specific health concerns include an
increased risk of cancer and infertility.
 Environmental damage can have an impact on human health by hastening
climate change, causing food shortages, or damaging local plant and animal
species. Genetically changing a creature may alter the behaviour of other
species in the wild.

Negative effects to the environment

Among the potential issues are:

 A decrease in insect biodiversity as crops become insect-resistant

unforeseen impacts on other crops or animals.
 unanticipated effects on other crops or animals
 transmission of GMO genes to wild plants and animals

12
List of all GoodDot’s products used in Modern Retailing in India

 Biryani – Veg substitute for Chicken biryani.

 Sweet Corn Soup Hot 'n' Sour Soup
 Tomato Soup Sip2Fit
 Sip2Fit Instant mix - Sip2Fit is an instant herbs & spices instant drink powder
which filled with the flavour of lemon and mint also supplemented with
Vitamin C, Vitamin B12, VitaminD3 and Zinc, which will keep you fit and boost
your immunity.
 Sip2Fit Tea - Sip2Fit instant herbal tea is made of Amla, Tulsi, and Black
Pepper. A substitute for milk tea with an additional herbal characteristic.
 UnMutton Keema - GoodDot UnMutton Keema is a plant-based version of
traditional keema (made from animal meat). UnMutton Keema is the best version of
keema to date. It also includes many health benefits like boosting one’s immunity
and keeping saturated fats low and is low on calories.
 Meatless Mince- Vegan substitute for beef meat
 Eggless Bhurji- vegan substitute for egg bhurji.

13
GoodDot’s Strenghts
 Its Taste has been closest to real meat.
 Its shelve life is 1 year on room temperature whereas meat can get rotten
very quickly.
 It’s one of the first few Indian plant based meat company and has presence
PAN India.
 Price parity with meat.
 GMO free products

GoodDot’s Weakness
 Unable to create Brand & Product awareness.
 Lack of presence in global arena.
 Lack of variety of options as compared to meat dishes.
 Communication problem within the organization between departments.

GoodDot’s Opportunities
 The worldwide plant-based meat industry was worth USD 5.06 billion in 2021
and is predicted to rise at a compound annual growth rate (CAGR) of 19.3
percent between 2022 and 2030.
 Rise in adoption towards veganism in the country can be the turning point for
GoodDot.

GoodDot’s Threats
 Biggies entering in the market. Recently ITC has also announced it will enter
in the plant based meat market.
 Tough competition from Blue tribes another plant based meat company
partially owned by Virat Kohli and Anushka Sharma. And Imagine foods which
is owned by Bollywood celebrity Ritesh deshmukh and genelia deshmukh.

14
 1.3. Introduction to the Project

India is an evolving market for the Plant Based Meat / Mock Meat industry and there
is a lot of potential for the brands entering in this market space. As India is an evolving
market, my study was done to find the factors influencing the purchase decision of
consumers with respect to Plant Based Meat products. My objectives in this project
report is 1) To understand the factors influencing customers to buy plant based meat.
There is currently very niche market for Plant based meat / Vegan meat products. My
objective 1 is dedicated to find the factors responsible that motivates or stimulates
the consumers to buy Plant based meat. 2) To explore limitations of buying plant
based meat. Reason to include 2nd objective was to study and find the factors
affecting or stopping customers from buying plant based meat. 3) To suggest
marketing strategies to improve sales of plant based meat through The
hotel/Restaurant/Café (HORECA). While working with GoodDot, I found that The
hotel/Restaurant/Café (HORECA) segment led the plant-based meat market and
accounted for the largest revenue share of 58.6% in 2021. My reason to include 3rd
objective was to suggest ways to further strengthen the sales in
hotel/Restaurant/Café (HORECA) segment.

15
My duties in this internship

 Achieve desire results in sales.

 To educate customers regarding plant based meat through Canopy stores.
 POS (purchase orders) from V- Mart & Roots store
 Worked on field with area sales manager.
 Developing beat plan for sales team.
 Developing market strategies for Sip2Fit instant mix. Company is planning to
launch Sip2Fit sachets for general trade. Where it is not present.
 Involved in customer engagement & sampling campaign done by GoodDot at
Udaipur Airport on the occasion of International Yoga Day.

Objectives
1) To understand the factors influencing customers to buy plant based meat.
2) To explore limitations of buying plant based meat.
3) To suggest marketing strategies to improve sales of plant based meat through
HORECA

16
 Chapter 2
2.1 Literature Review

According to Szenderák János, Fróna Dániel and Rákos Mónika, (2022) Plant-based meat
substitutes can play a crucial role in reducing the burden on the environment and,
thus, in the fight against climate change. More than two-thirds of consumers were
usually identified as omnivores, thus meat played an important role in the average
diet. One-third (or less) of consumers were identified as vegetarian, vegan, or
pescetarians. Omnivores were characterized by higher meat consumption, and
frequent meat eaters were less likely to choose plant-based substitutes. Food
neophobia and regulatory issues are not expected to be a barrier to market uptake,
since plant-based meat alternative ingredients are previously consumed raw
materials.

According to Cuffey, Joel, Lauren Chenarides, Li Wenying, and Zhao Shuoli (2022).
“Consumer Spending Patterns for plant Based Meat Alternatives”. The results of this
study have major implications for the food industry as well as food policy in the US.
From the industry perspective, this study shows that the majority of consumers have
not adopted Plant Based Meat Alternatives products, and those who do try Plant
Based Meat Alternatives products are not incorporating Plant Based Meat
Alternatives into their regular diet. One potential explanation for this is that their
higher prices make Plant Based Meat Alternatives products cost-prohibitive to lower-
and medium-income households.

According to Kopplin Siegfried Cristopher, Rausch Maria, (2021) consumers’

dietary behaviour only slightly infuences consumers’ attitude towards plant-based
food substitutes, and thus, all dietary groups may be targeted by the plant-based food
substitute industry. Concerns for animal welfare exhibited the largest efect on
consumers’ dietary behavior, whereas environmental concerns and health
consciousness did not impact dietary behaviour.

17
According to Hwang Jihee, You Jihye, Moon Junghoon, and Jeong Jaeseok,
(2020) demonstrated that the consumers’ buying intentions concerning cultured
meat and plant-based meat alternative are different based on concepts of
ambivalence. We identified the positive and negative cognitions depending on their
perception of cultured meat and plant-based meat alternative attributes. This is the
first time the relationship between consumers’ purchase behaviour and ambivalence
towards alternative meat in Korea has been determined.

According to Bryant Christopher, (2017) Future research could also address the ways
social and policy context might affect consumer attitudes toward clean and plant-
based meat. One example is exploring how consumer perceptions change as clean
meat products come to market, and come out of the shadows of being perceived as
a mysterious future technology. This could also be a fertile area for research
exploring what role regulation plays in individuals' judgements of food safety.
Research might also explore the extent to which clean meat enthusiasts are
“reluctant omnivores”–i.e., consumers who recognize the moral arguments for
vegetarianism, but still want to eat meat regardless. Given that clean meat is most
appealing to meat-eaters, this may likely be the case.

According to Mousel Tania, Tang Xiaoou, (2016) The barriers towards actually buying
the meat and dairy replacement products are information and culture. So in an
answer to our research question, the drivers towards buying meat and dairy
replacements are health, a concern for animal welfare, a concern for the
environment, a good taste and getting a good feeling from buying the product.
Moreover, a positive attitude from one’s entourage towards these products is
important.

According to Wansink, (2005) who authored a useful article on the current

challenges to the acceptability of soy-based goods. The links may be traced all the
way back to World War II. As meat supplies became scarce, governments encouraged
people to use protein sources other than meat. People's diets were urged to
incorporate soy-based items. However, at the time, soy products were not very tasty.
That prejudice towards soy-based goods persists today and is a key impediment to
their growing appeal.

18
 3. Chapter 3

3.1 Research Methodology

This study is based on both secondary data and primary data. For primary data I have
prepared a questionnaire and secondary data was gathered from various websites like
GreenQueen, Foodbusinessnews, Peta India, Cbinsights & Vox.com was used The
researchers have placed their own observations regarding the same.

Sample size: 146

Sampling process: the questionnaire was rolled out in the supermarkets (V-Mart),
hypermarkets (Reliance Smart) & standalone modern trade (Roots) in geographical
territory of Udaipur and customers were asked to fill responses.

19
 3.2. Limitations

This study suffers from some limitation, which could be avenues for further research.

1. This study was done in Udaipur, Rajasthan and hence the customers who
filled responses were from Udaipur region which makes this study
geographical constraint.
2. The sample size was limited to 146.
3. Another problem in this study was questionnaire, most of the questions are
closed ended it limits the respondents answer.

20
 2. Chapter 4

4.1 Data Analysis & Findings

Demographics of the respondents

Out of the total 146 respondents 89 were Males and 58 were Females

AGE GROUP

AGE
35 and above 21-25 31-35 15-20 26-30

3%
19%

46%

25%

7%

Most of the respondents are between the age group of 26 to 30 (i.e. 67), second
dominant age group is people between age 31 to 35 (i.e. 37), respondents between
the age group of 21-25 are 27, respondents between age group of 15-20 are 10 and
age group of 35 and above are 5 in total.

21
Family Income per year

22% 19%

4 lakh - 6 lakh

16% 6 lakh - 8 lakh

8 lakh - 10 lakh
43%
Above 10 lakh

63 of the respondents are having family income between 6 lakhs to 8 lakhs, 32 of the
respondents are having family income above 10 lakhs while 28 of the respondents
have their annual family income in the range of 4 lakhs to 6 lakhs and 23 respondents
have it in the range of 8 lakhs to 10 lakhs.

 Most dominant income group among respondents are between 6 Lakhs to 8

Lakhs.

Getting income data from respondents can help us know respondent’s willingness to
opt for plant based meat with respect to their Income

22
People who consume plant based meat with respect to their age

60
55

50

40

30 No

24 Yes
22
20

12 13

10 7
5
3 3 2
0
15-20 21-25 26-30 31-35 35 and above

Interpretation

According to a survey conducted by me, 55 people in the age group of 26-30 have
consume plant based meat / meat alternatives, while 12 people in the same age group
does not consume plant based meat. This means 61% of the people who consume
plant based meat are in the age group of 26 – 30.

64.86% people who are in the age group of 31-35 consume plant based meat. This age
group contributed nearly 27% in overall plant based meat consumers (total
respondents i.e. 146).

23
People who are aware that meat industry have a considerable
negative impact on climate, with respect to their age.

45 42
40

35

30
25
25
20
20 17
14 13
15

10
6
4 3
5 2
0
15-20 21-25 26-30 31-35 35 and above

Surprisingly, almost 45% of the total respondents didn’t know that meat industry
contributes to greenhouse gas emissions and climate change. This means that lack of
awareness regarding environmental issues.

Age wise data

 60% of respondents between age group of 15 to 20 didn’t aware about relation

between meat industry and climate change, while 40% were aware.
 Almost 52% of the respondents between the age group of 21 to 25 weren’t able
to make connection between environment issues and meat industry’s negative
contribution.
 Age group of 26-30 containing a total of 67 respondents, out of which nearly
37% doesn’t aware about greenhouse gas emissions and climate change and
rest 63% were aware.
 46% of respondents between age group of 31 to 35 didn’t aware about relation
between meat industry and climate change, while 54% were aware.
 60% of respondents between age group of 35 and above didn’t aware about
relation between meat industry and climate change, while 40% were aware.

24
What were the factors that motivated respondents to buy plant
based meat?

Factors that motivated to buy plant based meat

other

Trying Something New

Environmental Impact Of Meat Industry

Love & Care For Animals

0 10 20 30 40 50 60 70

 Love & care for animals is the most dominant factor that influenced
respondents to buy plant based meat with over 40% respondents among my
sample size selecting it.
 Another significant reason among respondents was environmental impact of
meat industry. Almost 34% of the respondents selecting it.
 Around 26% of the respondents said they opted for plant based meat because
they wanted to try something new.

Through this chart also, it is proved that consumers are not aware about environmental
issues caused by meat industry. (Lack of awareness regarding environmental issues,
specifically caused by meat industry).

25
What were the factors that stopping respondents to buy plant based
meat?

Factors stopping respondents to buy plant based meat

20

58

25
It's taste is not as close to meat.

Attachment to real meat.

Higher prices as compared to real

meat
lack of dishes in plant based meat.
43

First, flavor is an integral part of a new category of producers seeking to establish a

sustainable market. India has its own meat substitutes, and as claimed, domestic
companies that have been offering soy chunks and soy nuggets for decades without
actually opening up demand or markets. There are many respondents (39.72%) who
feel that the plant-based meat products currently on the market do not taste like real
meat.

A strong affinity to meat can also explain low intake of plant-based meat alternatives.
It is commonly known that meat intake is heavily influenced by emotional and
cognitive dissonance, as well as societal variables. By looking at this chart we can
derive that meat retains a high social value and 30% of the respondents are attached to
it & this attachment is stopping them to opt for plant based meat.

26
Most grocery stores and restaurants charge a premium for plant-based meat. Despite
being intrinsically more efficient to manufacture (since it is based on plants rather than
animals), plant-based meat is frequently more expensive than animal-based meat.
Price gap between real meat and their vegan counterpart is there and it is one of the
reasons 17% of the respondents are hesitating to opt for plant based meat.

While, 13.70% of respondents feel there is lack of variety of dishes that can be made
with plant based meat. India is more challenging due to its vastness and the
prominence of indigenous cuisines. Every state has its own set of tastes.

Platform on which respondents seen most advertisements

Youtube was the top platform on which most of the respondents have seen
advertisement of plant based meat company. Followed by Instagram and facebook
being the second and third most visible platform. While traditional advertisement
methods like Television and bill boards, respondents saw Ads comparatively low.

This means PLB companies are promoting their products more on Digital media than
using Traditional method of advertising.

27
Respondents prefer plant based meat in

Plant-based meat is mostly consumed in the Hotel/Restaurant/Café (HORECA)

industry. Key industry players are partnering with fast-food restaurants and restaurant
chains to increase the acceptance of their products. Fast-food restaurants such as
Burger King, McDonald's, and Subway, for example, are introducing new vegan meat
options in order to capitalise on a sector dominated by health-conscious clientele.
Other respondents like to use ready-to-cook (RTC) plant based meat products and to
cook it in their home.

28
When it comes to eating meat, customers have contradicting instincts. Meat
consumption provokes complicated emotions, as evidenced by the idea of meat
paradox.

In terms of nutritional properties and health features, for example, it has both
advantages and downsides in that it can deliver high-quality protein while also
increasing the risk of chronic diseases.

Ethical Viewpoint

Livestock production raises ethical concerns, such as animal welfare and

environmental implications. Cultured meat and plant-based meat substitutes have been
created as alternatives to conventional meat to tackle various difficulties associated
with conventional meat eating. Furthermore, when customers choose meals, including
meat, one of the most significant considerations is ethical consumption. As a result,
we judged ethical perspectives to be significant contributors in consumer attitudes
toward substitute meat. Plant based meat may be considered a sustainable product
from the standpoint of sustainable agriculture. Some say, however, that eating Plant
based meat is an unnatural activity that separates us from nature, which is tied to
ethical considerations, such as perceived hazards to the intrinsic value of the animals.
The category of ethical viewpoint is divided into the concept of sustainability (positive
cognitive) and unnaturalness (Negative cognitive).

29
Sustainability

Livestock is currently regarded as a key source of greenhouse gas emissions in terms

of sustainability. France has advised consumers on how to recognise the
environmental implications of meat consumption and how to choose sustainable
cuisine. According to PETA, it is estimated that each year 80 billion land animals are
slaughtered for food. Furthermore, factory farms are known to cause stress and lack
appropriate sunlight and ventilation, resulting in animals living in deplorable
conditions. As a result, several scientists suggest that current livestock systems do not
appear to be long-term viable. Alternative meat has been introduced to address several
ethical issues associated with regular meat. I discovered that it does not deal with
animal slaughter for meat production and is related to eco-friendly products, reducing
the carbon footprint from livestock. An increasing amount of evidence, including the
demand for animal-friendly food, has shown how much consumers are concerned
about animal welfare and environmental pollution these days. Thus I believe
Sustainability will positively affect willingness to buy plant-based meat
alternatives.

30
Food Safety

Because of technical and environmental developments, there are many different types
of food, and consumers can eat whatever they want within certain restrictions,
including food safety. studied whether food safety issues could influence consumer
purchases of beef, pig, and poultry. Food safety is one of the most significant issues
in farming practises, particularly in livestock production. Synthetic insecticides,
antibiotics, and growth hormones are commonly used in livestock production.
Antibiotic use may result in a variety of issues, including the transmission and spread
of disease epidemics and swine influenza, both of which pose severe concerns to
global health. health. As customers become more aware of how traditional meat is
produced, they want to buy meat without worrying about the various medications
injected into animals or the adverse effects of standard agricultural procedures. In
general, chemicals such as pesticides and hormones, as well as food technology, are
intimately tied to food safety issues, which can have a direct impact on people's health.
Thus, in this study, we divide food safety concerns into two categories: drug-free
cleanness (positive cognition) and fear of biotechnology (negative cognitive).

According to the Veylinx research (2016), customers over the age of 18 who do at
least some of their household's grocery shopping pick Plant based meat for personal
reasons. 42 percent of those who stated they buy plant-based proteins said they do so
because they are "healthier than meat." Surprisingly 58 percent did not know that Plant
based meat is rich in protein and also has less fats compared to real meat.

According to P. hjolainen et al. (2016) came out with an interesting addition to the
behavioral intention gap, concentrated on meat production. They question, whether
most customers even bring meat in relation to climate change and rising greenhouse
gas emissions. The study was done by survey of about 40000 people across asia. The
result is that only about 36% of respondents made the connection between the
sustainability issue and meat. Interestingly, 47% were neutral, they did not know.

I believe lack of awareness is one of the main reason behind this.

31
Limitations of buying Plant based meat

Lack of variety of dishes

Firstly, Taste is an essential component for producers in every new category seeking
to establish a sustainable market. India, has a history of its own form of meat-
alternative products, with a variety of domestic enterprises offering soy chunks and
soy nuggets for decades but, it is claimed, without actually developing demand or a
market. Many people feel the taste of current plant based meat offerings available in
the market is not as closed to real meat.

Secondly, Because of the country's size and the importance of local cuisines, India is
more complicated. Every state has different taste preferences. Consumers in the
northern city of Lucknow may favour the subtlety of galouti kebabs, but complex
chicken chettinad is preferred throughout most of southern India. "It is critical that the
product fit into the available space."

So I believe Lack of variety of dishes suiting the taste of each state and culture is one
of the major limitations.

Meat Attachment

Meat attachment refers to a positive bond towards meat consumption. Consumers

higher in meat attachment (MA) are less inclined to change eating habits. higher the
meat attachment, the less the number of consumers changes in purchasing behavior
with substitute meat.

Meat attachment of consumers will negatively impact plant based meat.

32
Marketing strategies to improve sales of PLB in HORECA

1) Awareness Advertising –

After doing in depth desk research for this report, I realized one of the major
problem with the product is Lack of awareness among customers. Many customers
still don’t know what plant based meat alternatives are. So, for solving this issue
Continuous media scheduling should be followed and advertisements should be
aired throughout the year especially on the digital media as majority of the target
audience is there.

2) Salesman should be given big screen tablets, as mentioned majority of the

people still don’t know what plant based meat is. Tablet with visual interacting
presentations can help the sales professionals to explain the product to
prospects in detail. It will be more useful in general trade, because through
interacting presentations local kirana store owners can easily understand the
product, after which they can effortlessly promote the product to end
consumers.
3) Tie-up with restaurant chains – Plant based meat company can tie up with
restaurant chains like MacDonald’s, Dominos & also with local restaurant
chains. This will increase our sales indirectly.
4) Introducing plant based sea food products.
5) Sampling should be done extensively.
6) Value endorsement cobranding
Joining hands with NGOs that share same values for example, PETA INDIA.

33
 5. Chapter 5
5.1 Conclusions

 61% of the people who consume plant based meat are in the age group of 26-
30.
 45% of the total respondents didn’t know that meat industry contributes to
greenhouse gas emissions and climate change.
 40% of the respondents selected Love & care for animals as the most dominant
factor that motivated people to buy plant based meat. Followed by environment
impact of meat industry and trying something new were second and third
significant factors.
 Around 39% of the respondents feel that Plant based meat’s taste is not as close
to meat and hence it is the top factor which stops costumer to buy PLB
alternative. Followed by attachment to real meat as the second significant
factor.
 PLB companies are promoting their products more on Digital media than using
Traditional method of advertising.
 Plant-based meat is mostly consumed in the Hotel/Restaurant/Café
(HORECA) industry.

34
 5.2 Recommendations

1. Companies should focus on customer feedbacks so that companies can get

the idea of consumer preference and factors influencing their buying
behaviour.
2. Limitations such as Taste factor & meat attachment can be solved if
companies continue to innovate and invest in Research & development to
create taste and texture of plant based meat close to real meat.
3. PLB companies should collaborate with existing restaurant, fast food giant
chains such as Mcdonald’s, Domino's Pizza and introduce vegan products in
their menu which will significantly improve sales in HORECA.
4. PLB companies should target all Non- vegetarians, rather than targeting
Vegans.
5. Companies should educate the customers regarding impact of meet on
climate change and its relation with increase in greenhouse gas emissions.
6. Companies can educate customers through various campaigns or by
collaborating with several Non-profit organizations such as PETA INDIA,
People for animal.
7. Companies should introduce different dishes especially which suites the
taste of all the states in india.
8. Sampling activities should be done extensively, which in-turn will create
product and brand awareness.
9. Continuous scheduling of advertisements on television should be done on
channels such as Star Sports, Sony Sab and National Geographic, which will
let the masses know about your brand.

35
 6. References

Research paper

1. Analysis of Consumer Behavior Towards PlantBased Meat and Dairy Alternatives

Market in Sweden – by Xiaoou Tang & Tania Mousel, MIEX program.
2. Consumer Acceptance of Plant-Based Meat Substitutes: A Narrative Review – by
János Szenderák.
3. New Meat on the Block: Factors Influencing India’s Gen Z’s Decision to Purchase
Plant-based Meat – by Nikita Dhawan & K.Y choo.

Articles

1. Plant-Based Meats, Human Health, and Climate Change – by Stephan Van &
Scott l. kronberg.
2. Factors Affecting Consumers’ Alternative Meats Buying Intentions: Plant-Based
Meat Alternative and Cultured Meat – by Jihee Hwang.

36