Plant-Based Meat Marketing Needs A Revamp, Says New Australian Study

Plant-Based Meat Marketing Needs A Revamp, Says New Australian Study

4 Mins Read A new study reveals that meat-eaters in Australia perceive plant-based alternatives as riskier and less valuable, regardless of how they’re marketed, and calls on manufacturers to tailor their messaging to different consumer groups. Existing advertising formats across Australia for plant-based meat fail to move the needle for omnivores, who continue to perceive these products as less valuable than animal proteins. That’s according to…

Research reveals barriers to plant-based meat uptake

Image: ChayTee/stock.adobe.comAccording to research from Adelaide University, meat eaters perceive plant-based meat as riskier and offering less value than conventional meat, regardless of how it is marketed. These perceptions reduce their willingness to buy plant-based meat and recommend it to others. Published in the Journal of Marketing Management, the study surveyed close to 1,000 Australian adults in an online experiment designed to reflect…

Research: Meat eaters perceived plant-based meat as riskier and poorer value than conventional meat, reducing purchase and recommendation intentions. Advertising style generally did not alter these views.