Since the launch of the first plant-based meats in Brazil in 2019, GFI has produced 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 count on consumer library, a consultancy specializing in Latin American consumption, to develop the research and analysis. Based on the results, GFI Brazil experts developed customized recommendations for the Brazilian plant-based meat sector.
The work methodology was organized in three stages:
Desk research
Curation and organization of existing information about the market and consumer behaviors that are 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:
- 1 Profile: Consumers of plant-based meat, whether vegetarian or not. Frequency of consumption: weekly/fortnightly.
- 2 Profile: Consumers who want to try plant-based meat analogues.
- 3 Profile: Consumers heavy users of animal meat and who did not think of trying analogous vegetable meat.
Interviews with experts
Interviews with four experts from other food and/or beverage categories that started in the market as innovators and were successful in adoption and market share, thus serving as a reference and learning experience for the development of the plant-based meat analogue category.
