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 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, that number jumps to 48%.
66% define themselves as omnivores, while 34% have some restriction on products of animal origin:
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 consumption of red meat 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 to be 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 research. 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.
