OBJECTIVE: The primary objective of the study is to evaluate attitudes, behaviors and consumption habits of Canadian consumers with regard to plant-based meat products, in particular, focusing on:
- Current consumption patterns and trends
- Category purchase triggers and purchasing habits
- Pricing expectations and likely response to a reduction in price
- Demand drivers and barriers
- Importance of product attributes and claims
- Consumer experience with brands they’ve used
- Brand awareness, usage and purchase intent
- Brand associations
METHODOLOGY:
- The study was conducted online in English and French
- Sample size: N=1,001
- All respondents are: resident in Canada; 18 years or older; primarily, or jointly responsible for grocery purchases
- The sample is demographically balanced by gender, age and region
- Fieldwork was completed in July, 2021 and the report was published in August, 2021
- Approximately 60% of respondents are current consumers of plant-based meat product/s or are open to the idea of eating plant-based meat. The remaining 40% are either non-users or ex-users
Table of Contents
SECTION 1 OVERVIEW
Study details, notices and table of contents
- Notices
- Overview
- Sample structure
- Sig test markers
- Table of contents
SECTION 2 WHO IS THE CONSUMER?
Demographic profiles of users and non-users
- Section summary
- Category awareness
- Category purchase behaviour
- Category consumption habits among users
- Predisposition towards plant-based meat by region
- Demographic profile summary - user vs non-user
SECTION 3 PREFERENCES AND PRACTICES
Dietary preferences, practices and consumption behaviour
- Section summary
- Dietary preferences
- Incidence of dietary practices among consumers
- Meat consumption habits
- Reasons for eating less meat
SECTION 4 PURCHASE TRIGGERS AND FAVOURED FORMATS
Factors prompting category trial and most preferred formats
- Section summary
- Initial purchase triggers
- Appeal of different product formats
- Appeal of different kinds of meat equivalent
- Plant-based meat consumption trend
- Influence of price on the purchase decision
- Price elasticity of demand
SECTION 5 BEHAVIOURAL DRIVERS AND BARRIERS
Behavioural factors that promote or inhibit purchase
- Section summary
- All respondents
- Users
- Potential users
- Ex-users
- Non-users
- Differing perspectives of users and non-users
- Demographic variation in drivers and barriers
SECTION 6 WHAT DRIVES THE USER EXPERIENCE?
What consumers look for and what they experience
- Section summary
- User experience drivers overall
- Driver analysis takeaways
- Driver profile summary
- Driver profiles by age
- Driver profiles of users and ex-users
SECTION 7 BRAND AWARENESS AND USAGE
Consumer awareness and usage of available brands
- Section summary
- Unprompted brand awareness
- Prompted awareness and usage
- Prompted awareness by age
SECTION 8 How consumers rate the brands they know and what they associate with them
BRAND PERCEPTIONS
- Section summary
- Overall brand rating
- Net promoter scores
- Detailed evaluation of the user experience
- Brand associations
SECTION 9 OBSERVATIONS AND CONCLUSIONS
Summary of key findings and their implications
- Consolidation of findings with observations and conclusions
- Four global trends influencing consumer receptiveness
- Three pillars of success
- One factor especially critical to implementation
SECTION 10 APPENDIX
Supplementary tables and contact details
- Tables relating to Section 2:
- Category awareness
- Category purchase behaviour
- Plant-based meat consumption frequency
- Tables relating to Section 3:
- Dietary preferences
- Dietary practices
- Meat consumption frequency
- Meat consumption trend
- Reasons for a decline in meat consumption
- Tables relating to Section 4:
- Initial purchase triggers (category)
- Category consumption trend
- Effect of price on the purchase decision
- Price elasticity
- Table relating to Section 5:
- Attribute classification summary - all segments
- Table relating to Section 6:
- Attribute classification summary - all segments
- Contact details
