U.S. consumer health perceptions of plant-based meat
Research shows that consumers often view health as a key benefit—and a major driver—of plant-based meat purchases. Yet, “healthy” can mean different things to different people. To explore these nuances, we examined U.S. consumers’ health beliefs, needs, and behaviors, then compared them with verified purchase data to uncover opportunities to strengthen plant-based meat’s value proposition.
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Understanding “health” can strengthen plant-based meat’s value proposition
There is a large market opportunity for plant-based meat. A 2024 GFI study found that over two-thirds of U.S. consumers aged 18 to 59 are open to consuming plant-based meat. To capture this market, plant-based meat manufacturers must meet consumers’ baseline expectations—by closing gaps on product taste and price—and deliver a compelling value proposition to motivate consumers.
Our prior research shows that health is a key benefit consumers associate with plant-based meat, and its nutritional benefits are a top driver of choice for many consumers. To explore U.S. consumers’ plant-based meat health and nutrition attitudes, needs, and behaviors, we:
- Conducted virtual ethnography and focus groups;
- Used those findings to inform a survey of U.S. consumers;
- Used validated purchase data for those consumers to identify significant predictors of purchase behavior.
Consumers see plant-based meat as generally healthy
- Consumers say health drives choice—and it does.
- Healthy eating is both reality and aspiration—not every item in every meal is (or has to be) healthy—but consumers who say they care about health spend less on “unhealthy” foods and spend more on “healthy” foods than others.
- While taste and price are critical to getting into the consideration set, consumers also need compelling reasons to switch to plant-based meat, and for many, that reason is health.
- Those who think plant-based meat is healthy spend more on it than those who don’t.
- Plant-based meat is generally seen as healthy.
- Overall, many consumers view plant-based meat as “somewhat” or “very” healthy. Strong health associations include high protein, low fat and cholesterol, and free of antibiotics/hormones.
- Nutrition labels and ingredients shape perceptions.
- Health cues come from ingredients, processing, and nutrient content, but “freshness” dominates for meat, whether plant-based or conventional. Packaging design and external sources (e.g., social media) are also influential.
- Some consumers feel that plant-based meat is processed, however, those who say they avoid processed foods don’t buy less plant-based meat (but do buy less processed foods like chips and candy).
Improved health perceptions can unlock demand
Boosting consumer health perceptions of plant-based meat appears likely to have the biggest impact on current buyers in the near term.
Plant-based meat buyers report more health-conscious attitudes and info-seeking behaviors than non-buyers. They are more likely to indicate that further improvement on key health attributes would motivate them to eat plant-based meat more often. Current buyers are estimated to eat plant-based meat two to three times a month on average, leaving significant room for growth if their demand is better met.
Non-buyers are much more concerned about taste and price, and improvements on these fundamental attributes are needed to drive trial. However, once those attributes are delivered, non-buyers are interested in many of the same health benefits as current buyers.
Consumer segments provide a framework to prioritize
While health is a key part of the plant-based meat value proposition for many, the specifics vary. For example, some individuals want to manage their long-term health and avoid issues like heart disease, while others closely examine specific nutrients and ingredients, and some prioritize protein. Selecting a target consumer segment can help identify which health attributes might be most effective to address. To learn more, check out our plant-based meat consumer segmentation.
Opportunities to improve health perceptions
Messaging and formulation opportunities exist around key nutrients
Reinforce protein
Protein is the top nutrient consumers seek from meat, and those who believe plant-based meat delivers spend more. Most plant-based meat products contain protein at or above the levels consumers say they want, although there is a perceived gap compared to conventional meat. This creates a messaging opportunity to build credibility as a meat alternative. Further exploration of the impact of increasing protein quantity may also be warranted, particularly if targeting consumer segments that prioritize protein.
Highlight lower saturated fat
Low saturated fat ranks high in importance to consumers and strongly correlates with spending. Many plant-based meat products fall below consumers’ self-described “low” thresholds, unlike conventional meat; however, plant-based meat doesn’t always receive the credit it deserves. This creates an opportunity to highlight differentiation.
Cholesterol is also a nutrient of concern for many consumers and, along with saturated fat, can support messaging around heart health benefits that are important to many consumers.
Elevate fiber
Gut health—for which fiber is a key nutrient—is among consumers’ top health priorities, but it is not always top of mind in this context, as consumers don’t expect this benefit from meat. Some consumers recognize plant-based meat as a better source of fiber than conventional meat, but many plant-based meat products fail to meet consumer expectations for fiber when presented in terms of grams or percent daily value. Messaging on the fiber and gut health benefits of plant-based meat may be effective, as well as evaluating opportunities to increase fiber content.
Evaluate sodium content
Low-sodium has high importance to consumers, and plant-based meat has a large gap between perceived and actual delivery. Consumers often cite high sodium as a barrier to eating more plant-based meat, yet they lack clarity on what a desirable level is, and they often overlook the sodium added when cooking conventional meat. Plant-based meat reformulation (without sacrificing taste), supported with consumer education, could help close this gap.
Ingredients are key, and claims and packaging can also play a role
Ingredient count matters
Consumers draw quick conclusions based on the length of the ingredient list. Ten ingredients appear to be a key threshold—many consumers say they prefer plant-based meat with fewer than ten ingredients, and spending drops off for consumers who prefer much shorter lists. Simplifying formulations can help align with these expectations.
Specific ingredients have an impact
Consumers are positive or neutral about many common plant-based meat ingredients, but a few (e.g., emulsifiers, GMOs) can raise concerns for those reading labels. Ingredients seen as “red flags” by consumers can cast a whole product as unhealthy, while adding ingredients with favorable associations can create a more positive overall perception.
Navigating processing attitudes
Many consumers say they avoid processed foods, but they also find them acceptable in moderation. Those who report avoiding processed foods spend the same on plant-based meat as those who don’t avoid processed foods.
Processing is also about ingredients: consumers often judge whether a food is processed based on the length of the ingredient list and their familiarity with the ingredients, making processing and ingredient concerns intertwined. In addition to evaluating ingredients in reformulations, reframing narratives around processing and educating consumers about how plant-based meat is made can demystify it and may be especially powerful in motivating non-buyers to try it.
Leverage “no hormones/antibiotics”
Antibiotics and hormones are a top consumer concern, and those who believe plant-based meat is free of them spend more than the average consumer. Continuing to leverage this benefit is an opportunity.
Optimizing packaging
Packaging imagery, serving suggestions, and even colors can shape health perceptions. Visual cues of freshness and quality can serve a dual purpose, signaling both health and better taste.
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The nutritional profile of plant-based meat: Strengths and opportunities
The nutritional profile of plant-based meat has several documented advantages over conventional meat. Plant-based meat is associated with positive health outcomes because it is lower in calories and saturated fat, free from cholesterol, and a good source of fiber.
While plant-based meat offers nutritional advantages, its nutritional profile could be further enhanced in certain areas. Additionally, GFI has identified opportunities for consumer education, policy action, and further research around the health benefits of plant-based meat.
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