CONSUMER AND CATEGORY
What do Brazilian consumers think about plant-based meat analogs?
Building a food category is a challenge that goes far beyond the product itself. It requires understanding what motivates people, what holds them back, how they think about food, and what cultural tensions shape their food choices.
Since 2018, GFI Brazil has been dedicated to listening to the Brazilian consumer in a deep and continuous way. We conducted pioneering research to map behaviors, perceptions, and barriers. In 2025, we went further: we commissioned a strategic study from the consulting firm Consumoteca to answer a crucial question: How can we increase the market share of plant-based meat analogs in Brazil?
This page brings together the key findings from these investigations — insights that can guide informed decisions by companies, policymakers, and all those working to expand access to alternative proteins in the country.
From innovation to routine: 7 strategic directions
A 2025 survey They identified a double challenge: the strong emotional connection to animal meat and the perception that plant-based meats are a "niche product." The necessary repositioning is clear: Plant-based food is not a sacrifice, it's a gain.
To understand how to overcome these barriers, we studied categories that have moved from niche to mainstream — non-alcoholic beer, protein drinks, condensed milk, infant formula. They all share 7 strategic pillars:
1. Resolving an emerging tension
Successful categories solve real dilemmas. Non-alcoholic beer, for example, allows for hangover-free socialization during times when the focus is on productivity. For plant-based meats: Positioning it as a choice that delivers health with pleasure, satisfaction without sacrifice. It's not a moral choice or ideology — it's a concrete gain.
2. Communicate functional and emotional benefits.
The key duo: flavor + protein. Plant-based meats need to emphasize protein content, highlight satiety, and communicate flavor in sensory terms (juicy, seasoned, delicious). Communicating healthiness doesn't mean explicitly talking about health—as Coca-Cola Zero teaches us, constantly growing without mentioning restriction or sacrifices.
3. Well-defined occasion and consumption format.
Condensed milk became a hit, with recipe books teaching various uses for traditional everyday desserts. For plant-based meats: Teach its use in everyday meals (ground in sauces, shredded in fillings, chopped in farofa). Go beyond snacks and incorporate it into main dishes. Make its preparation familiar in terms of seasoning, cooking, and routine.
4. Marketing and exposure
How consumers report on plant-based meats: "I don't see much advertising." e "Brands lack the effort to explain what the product offers that is good.". The category needs to be viewed in order to be considered. Expand campaigns, conduct tastings focusing on curiosity and flavor, and position the product alongside traditional dishes.
5. Strategic influencers and celebrities
Breaking out of the veganism and healthy living bubble. Partnerships with chefs, food and wellness profiles, and aspirational personalities. Showcasing real, delicious, and easy preparation, avoiding a "militant" or restrictive image.
6. Initial focus on creating status.
New or premium categories start with class A, create a perception of quality, and then democratize access. For plant-based meats: Positioning products with status, quality, and well-being is key. Products need to deliver high-quality sensory performance. Not every product will be premium, but customizing strategies is fundamental.
7. Easy to find and buy
"In the markets I frequent, I don't see these [plant-based] meats.""Consumers report that working on shelf placement alongside traditional meats, distribution in neighborhood markets and large supermarket chains, making the product familiar at first glance, and ensuring availability without stockouts will make repeat purchases possible are crucial."
What motivates and what hinders the Brazilian consumer?
Meat = physical and psychological satiety
In Brazil, meat is seen as the best source of protein. Without it, the perception is that "one feels hungry faster." As one interviewee said: "Meat is a means of satiety for both the body and the mind."This "hunger for meat" is not only physical, psychological, and social.
Flavor and seasoning are non-negotiable.
For Brazilians, flavor is the main attribute sought and is directly related to seasoning. "Seasoning gives food its soul." Plant-based meats need to deliver intense flavor and allow for customization through homemade seasoning.
Rejection of the "vegan/vegetarian" label
It's more about health than about sustainability.
Those who consume plant-based meats are committed to a healthier diet. The motivation is individual, not collective. The environment and animal welfare are bonuses, not the main driving force. As one consumer reported: "I feel like I'm eating junk food, but it's still healthy.".
Price, distribution, and visibility are barriers.
Curiosity opens the door, health maintains the habit.
Those who consume and those who don't consume
Consumers: 26% of Brazilians consume plant-based meats at least once a month.Predominant profile: women, upper class, people with young children. 64% are familiar with the concept, but only 18% have tried it.
Non-consumers: They don't see it as an occasional alternative, but as a definitive replacement for animal meat—a step towards veganism that they don't want to take. The perception persists that they don't provide enough protein and aren't filling.
Dive into the complete data.
These are just a few highlights from research conducted in recent years. There is much more to explore. The full reports offer detailed analyses, methodologies, demographics, consumer quotes, expert opinions, and specific recommendations.
Here you will find studies, research, market analysis and strategic insights about the alternative protein sector in Brazil.
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