Feature 41 – Category Search
Since the launch of the first plant-based meats in Brazil in 2019, GFI has been producing market and consumer behavior research that has helped alternative protein industry players make decisions based on reliable data and information. With the consolidation of the sector, we identified the need to think holistically about strategies to increase market share in the plant-based meat category in Brazil, which can be implemented by companies operating in the industry. Methodology & Sample: To support us in this mission, we relied on Consumoteca, a consultancy specializing in consumer affairs in Latin America, to develop the research and analysis. Using the results, GFI Brazil experts developed customized recommendations for the Brazilian plant-based meat sector. The methodology was organized in three stages: Desk research: Curation and organization of existing information on the market and consumer behaviors relevant to the proposed analysis. In-depth interviews Nine in-depth interviews were conducted with consumers aged 18 to 45, men and women, from classes A and B, from different regions of Brazil, according to the following consumption profiles: Interviews with experts Interviews with four experts from other food and/or beverage categories that started in the market as innovators and that were successful in adoption and market share, thus serving as a reference and learning for the development of the analog plant-based meat category.
Resource 44 – Consumer Behavior
Resource 43 – Market Data
Appeal 35 – LAMPADA
Since their launch in the Brazilian market in 2019, plant-based analogue products have shown significant growth in the national scenario, reflecting a transformation in consumer food preferences, mainly looking at aspects such as health, flavor, price and convenience. In 2023, the Brazilian market for plant-based meat and seafood substitutes reached R$1,1 billion in retail sales, 38% more than in 2022, maintaining the annual growth level that had already been recorded in previous years (42% in 2022 and 36% in 2021, always compared to the previous year). This movement is driven by a change in consumer behavior, with a growing number of individuals choosing to reduce their consumption of animal products, adopting flexitarian diets, for example. However, despite this promising scenario, the market still faces substantial challenges that may limit its growth potential. Previous research has identified several bottlenecks that limit the full development of the plant-based meat market, both in Brazil and in other countries. Regulatory challenges and the lack of standardization in production processes are frequently mentioned barriers, in addition to inadequate infrastructure for the production and distribution of plant-based products and the difficulty in accessing quality raw materials at competitive prices. Another bottleneck is consumer acceptance. Even with the increased interest in plant-based alternatives, many consumers still highlight important challenges related to taste, price, product composition and nutritional issues. The most recent survey conducted by GFI Brazil on the subject indicated that 41% of respondents who had never consumed plant-based meats cited the high price as the main reason. Next came reasons such as having artificial ingredients (22%), not knowing the ingredients or manufacturing processes (21%) and unpleasant taste (21%). Understanding these bottlenecks is essential for developing effective strategies that foster the sustainable expansion of this market, which is why GFI conducted the Lamp project: Survey and Analysis of Improvements in Alternative Proteins and Development of Actions. The objective was to analyze the obstacles faced by different market players, including issues related to production, distribution and regulation, for example. By providing an in-depth view of these challenges, this study aims to enrich the understanding of the market in order to assist companies, public policy makers and researchers in initiatives capable of mitigating the main barriers of the sector and boosting the alternative proteins market. Enjoy reading!
Resource 25 – The Brazilian consumer and the plant-based market 2024
Carried out thanks to the support of our partners AAK, Incrível!, MrVeggy, NotCo, N.OVO and PlantPlus Foods, this study seeks to deepen knowledge about the consumption of plant-based products that are analogous to meat products of animal origin in Brazil, understand the nuances of eating behavior that influence the population to adopt or reject this type of product and obtain an overview of how the consumption of innovative foods has been treated in digital environments. Below, I highlight some of the main results for you: 26% of Brazilians consume plant-based meats at least once a month. When it comes to plant-based alternatives to milk and dairy products, this number jumps to 48%. 66% define themselves as omnivores, while 34% have some restriction on animal products: 21% are reducing – but not eliminating – their meat consumption (flexitarians) 8% are pescetarians (they only eat fish) 5% declare themselves vegan or vegetarian 36% of Brazilians have reduced their red meat consumption in the last 12 months. Health (38%) and high cost (35%) were the main motivations, followed by improvements in digestion (30%), cholesterol reduction (25%) and weight loss (22%) At home, 81% of women are responsible for choosing the menu, 82% for cooking and 81% for shopping. Among men, these numbers are lower: 56%, 50% and 69%, respectively. 52% consider the idea of plant-based meat analogues good or very good, but only 18% have tried these products. These insights are just a sample of what you will find in the full survey. The conclusions, accompanied by the analyses of our experts, guide the development of products that meet consumer expectations in terms of price, sensory quality and nutritional value. Therefore, we invite you to read it in full.
Resource 18 – The Brazilian consumer and the plant-based market 2022
GFI Brazil believes that the development of the alternative protein sector will occur quickly, but we need to be aligned with consumer desires. Therefore, we seek to produce and compile information that helps the private and public sectors, and academia, understand the current scenario of alternative proteins and respond to the main challenges related to consumer behavior. This publication aims to analyze who this consumer is, how they eat, where they shop, and how often they consume plant-based alternatives, as well as to understand more detailed and central issues for the plant-based protein sector, such as motivations for reducing meat consumption, places where it is preferable to consume plant-based alternatives, perceptions about ultra-processed foods, and the environmental impacts of meat production. Based on this information, we analyzed how to impact consumers more effectively and possible directions for the future of the industry and the plant-based products market. Enjoy reading!
Resource 17 – The Brazilian consumer and the plant-based market 2020
The topics of this research were developed in conjunction with the participating companies, with the aim of answering relevant questions related to the development and propagation of plant-based proteins. The research was written by GFI and carried out in partnership with IBOPE. The questionnaire with 17 questions was applied to the IBOPE Inteligência internet user panel and answered by 2000 people. All questions were quantitative, with alternative and self-completion questions. The demographic scope represents men and women, 18 years of age or older, who were intentionally selected by gender, age, metropolitan region or interior and state quotas. It was also possible to obtain information separated by region of the country, being the Central West and North, Northeast, South and Southeast, as well as the social class of the respondents (AB or C). The field research was carried out over 9 days, from May 11 to 20, 2020. This research was made possible through the investment of 11 companies that, from May to November 2020, had exclusive access to this information. As part of GFI’s mission, this data is now being shared with the public to support the evolution of the alternative protein sector.
Resource 15 – 2018 Consumer Survey
The Good Food Institute (GFI) is a team of experts in business, investment, science and public policy who work to generate innovation in the food industry. The goal of this initiative is to promote new sources of protein to complement the global food supply, offering alternatives similar to those of animal origin. GFI believes that the development of the alternative protein sector will occur quickly, but it is necessary to remain attentive to consumer desires. Therefore, we work to unite the industry in search of knowledge and generate research that can respond to the main challenges currently faced in terms of consumer behavior. This research aims to understand the evolution of the alternative protein market in Brazil and also the consumption demands for this type of product. To this end, we seek to understand the profile of consumers in this category, as well as measure the growth in the number of people who reduce their consumption of products of animal origin (flexitarians). The questions also focused on issues such as pricing, nutritional tables and resistance to certain ingredients, such as soy and GMOs. Based on this information, analyses were made on how to impact consumers more effectively and possible directions for the future of the plant-based products industry. It is important to note that there are two types of information in this document: those that are a direct interpretation or reading of the numbers and those that are analyses, suggestions or tips offered by the GFI team. The first group of information can be read in a scientific manner and has statistical validity for the national territory. The GFI contributions should be interpreted as an aid in reading the data and suggestions for action, brought to enrich the reading of this material. These analyses and suggestions do not indicate a path that necessarily needs to be followed and that is valid for all strategies.
Resource 14 – Alternative Proteins in Brazil: A Nomenclature Study
Given the many discussions about alternative proteins, a sector that produces plant-based or cell-based options for animal products, another area that also requires attention is the nomenclature of these technologies, which until now were unknown in the Brazilian market. The Naming Study proposes an adaptation of the words that describe plant-based and cultivated meat technologies and products in Brazil into Brazilian Portuguese. In addition to the direct translation not being able to fully describe these technologies for the country's culture, society, and economy, it can also lead to confusing directions when any interested sector talks about or promotes the topic. Therefore, this study seeks not only to try to translate these words, but also to bring their meaning, effects, and differences to society and the national market. The research tested pre-selected words for both plant-based and cultivated meat technology products. Therefore, it was possible to have precise results for each word, generating knowledge about the positive and negative impact of each of them for the respondents. This resulted in guidance on which words are most widely accepted or rejected, as well as their ability to describe the characteristics of these products, differentiating them from conventional products. In addition to significant new knowledge for the sector, it was also possible to determine the general acceptance of the population regarding plant-based products, as well as products that are yet to reach the market, using cultivated meat technologies. All participants in the survey were Brazilians selected so that the data sample would accurately represent the country's demographics.
Resource 16 – Alternative Protein Industry 2020
The development of the alternative protein sector occurred in a similar way both in Brazil and in other countries where it is now also well established. Innovation took place incipiently through the first generation of products, which sought to offer alternatives to products of animal origin without imitating them, such as soy burgers, textured soy protein (TSP) and vegetable milks. The international market included companies such as Tofurky, founded in 1980, and MorningStar Farms, established in 1975. They were primarily responsible for supplying the North American market with vegetarian products and were known as producers of meat alternatives on retail shelves in the United States. In the Brazilian market there were players that had been established for a significant period of time, such as Superbom, which began its activities in 1944. Reaching consumer groups with different profiles was a turning point in the sector’s evolution. To win over this new segment of consumers, the market has invested in the development of plant-based analogues with a taste, flavor and texture similar to meat. The new products were very well received by the public and the international market received an avalanche of launches in 2017, when the North American company Beyond Meat launched Beyond Sausage, increasing its product portfolio that already included Beyond Chicken and Beyond Burger. Impossible Foods had launched its Impossible Burger shortly before that, in mid-2016. This wave of launches garnered considerable attention from the media and also from renowned investors such as Bill Gates. Noticing this movement, several companies directed resources towards research and production of plant-based products similar to eggs, milk, dairy products and fish. Focusing on the final experience of a larger group of consumers, combined with the consequent abundance of investment that this generated, enabled a major advance in the technologies involved in the production of alternative proteins. At the same time, cultivated meat startups like Memphis Meats were launching early prototypes of the first lab-grown meat without the need to slaughter any animals. In the national context, the process of market development and consumer acceptance was similar. Initially, there was an established industry catering to the vegetarian public with products that did not claim to simulate the characteristics of meat. It was already possible to feel a growth in demand for this type of food, but almost all the players at that time were small companies with little distribution. Due to cultural globalization, news about new technological solutions for the category from foreign companies reached the country. The local industry quickly began to move towards developing this new type of product. This moment marked the beginning of experimentation with similar products, since such alternatives did not yet exist here. For Brazil, 2019 was the year in which major changes took place. Fazenda Futuro began its activities in May and just three months later, it was already valued at 100 million dollars by Monashees, one of the most respected investment funds in Brazil. An investment of this size makes clear the enormous potential of this market, which is still little explored in the country, in addition to adding value to the sector as a whole. Almost at the same time, the startup Behind The Foods began its activities in the sector. Superbom, which already operated in the market, increased its product portfolio and began offering a line of plant-based products similar to traditional ones. Continuing this expansion movement, shortly afterward, Seara Alimentos' Incrível Burger was launched – which soon became an entire line of products, the Incrível line. Also in 2019, Marfrig launched a plant-based burger in partnership with the fast food chain Burger King and later announced an increase in its offering of plant-based products through the Revolution brand. This series of launches proves that Brazil is capable of offering solutions in the sector in a fast and diversified manner.