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Insight of the Day: Why do consumers trust – and distrust – meat alternatives?

Findings

  1. Trust Drivers: Consumers trust meat alternatives due to perceived health benefits, environmental sustainability, and positive media coverage of innovations like cultivated meat.

  2. Distrust Factors: Distrust arises from concerns about supply chain transparency, ingredient sourcing, and high prices of plant-based meats.

Key Takeaway

  • Transparency and Cost: Transparency in sourcing and production, along with achieving price parity with traditional meat, are crucial for building consumer trust.

Trends

  1. Innovation and Media Influence: Innovations in cultivated meat and positive media portrayals boost consumer trust.

  2. Health and Sustainability Concerns: Consumers are increasingly driven by health benefits and environmental impacts.

Conclusions

  • Building trust in meat alternatives requires addressing supply chain transparency, obtaining credible certifications, and reducing costs to be competitive with traditional meats.

Implications for Brands

  1. Enhance Transparency: Brands should improve transparency in their supply chains and clearly communicate ingredient sourcing.

  2. Certifications: Obtain credible certifications to assure consumers of product safety and quality.

  3. Cost Reduction: Work towards achieving price parity with traditional meats to make plant-based options more accessible.

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