A category under construction: ways to unlock the Brazilian plant-based meat market

Despite technological advances and the growing presence of products on shelves since 2019, the plant-based meat category still faces barriers to establishing itself on consumers' plates. The new study “A Category Under Construction”, conducted by the Good Food Institute Brazil (GFI Brazil) in partnership with the consultancy Consumoteca, reveals that the challenge is not just technical or price-related, but cultural and strategic: plant-based meat needs to stop being seen as a restrictive substitute and become a positive and relevant addition to the daily diet of Brazilians.

The research was based on a three-pronged methodology comprising desk research, in-depth interviews with consumers of different profiles, and conversations with experts from categories that have successfully established themselves in the market. The goal was to understand how Brazilians relate to food, what symbols support the centrality of meat on the plate, and how the plant-based meat category can gain relevance without imposing sacrifices.

Main research findings

The diagnosis is clear: in Brazil, eating is an act laden with meaning. More than nutrients, we seek flavor, pleasure, family unity, and substance. Meat, in this context, occupies a prominent place—it's a source of satiety, a status symbol, and an element of social belonging. For many, removing meat from the plate means giving up identity, pleasure, and satiety. This symbolic dimension explains why vegetarianism and veganism face resistance, still perceived as restrictive lifestyles. And, by association, plant-based meats end up being seen as "niche" products, exclusive to those who, for various reasons, reject animal meat, and not because they consider plant-based options better.

The study shows, however, that there's a growing audience that already recognizes the value of plant-based alternatives. These consumers seek health, lightness, and balance in their diet. For them, plant-based meat is a functional ally: it preserves the flavor experience, but with less fat and without the "guilt" associated with excessive red meat. Even so, repurchasing depends on three key factors: surprising flavor, uncomplicated preparation, and competitive price.

Uncovering categories of success

"When we analyze the history of other categories that have successfully overcome cultural resistance, we find common elements: clear benefits, defined consumption occasions, strong market exposure, consistent symbolic narratives, and easy access. Non-alcoholic beers, for example, thrived by resolving the tension between socializing and moderation, communicating pleasure without the hangover. Protein drinks grew by associating convenience with the pursuit of health and performance. Condensed milk gained relevance by becoming part of the emotional repertoire of Brazilian desserts," explains the study's author, Camila Lupetti, Market Intelligence specialist at GFI Brazil.

Strategic directions for the category

Inspired by these cases, GFI Brazil proposes seven strategic directions for plant-based meats. Among them are positioning the products as a response to real tensions—such as the search for guilt-free pleasure—; communicating benefits emotionally, not just technically; expanding the portfolio beyond burgers and nuggets; defining the occasion and consumption format; expanding marketing and distribution; conveying status; and choosing influencers who convey modernity and health rather than ideological radicalism. The category, the authors argue, should be recognized for its benefits, not for representing a restriction or sacrifice in relation to what one desires to eat. 

The report's final recommendations reinforce the need for public policies and strategic investments to accelerate this process. Incentives for domestic production of plant-based proteins, support for scientific innovation, and climate finance are highlighted as ways for Brazil to consolidate its global leadership in the sector.

For Gustavo Guadagnini, CEO of GFI Brazil, the opportunity is unique: "We have biodiversity, production capacity, and geopolitical relevance. Strengthening the alternative protein chain is more than an environmental issue: it's a driver of industrial competitiveness, job creation, and food security."

The study's central message is that the future of plant-based meats in Brazil depends not solely on technology or price, but on cultural relevance and a direct connection with consumer desires. The challenge is to win over these consumers through flavor, convenience, and pleasure—delivering real benefits rather than demanding (or highlighting) sacrifices. Only then can the category move beyond mere promise and consolidate itself as a structuring part of the Brazilian diet and the food industry.

Read the full study.