Not all consumers seek burgers that taste like meat but need them to cost less than beef burgers

What is it about?

We analyze which types of plant-based alternatives resonate most with consumers and how pricing dynamics influence demand. We have conducted two studies in the United States with four different burger types, one from beef and the others from different plant-based sources. Importantly, we examine the influence of price on choosing a burger option but also on the likelihood that a burger option is even considered. We find that the consumption of plant-based alternatives could increase over-proportionally if costs and prices were further reduced.

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Photo by sheri silver on Unsplash

Photo by sheri silver on Unsplash

Why is it important?

Diminishing meat intake in wealthier nations is crucial for environmental preservation and public health. Plant-based meat alternatives (PBMAs) can help accomplish this goal, yet they need to be marketed correctly. As expected, we find that the beef burger is preferred by most, but we also identify interesting differences. For example, females preferred the veggie burger, and males preferred the plant-based burger that tastes more like meat. This means that consumers have varying preferences that need to be met by different products. Our finding that plant-based alternatives need to cost less than their meat counterparts is important, because many plant-based alternatives tend to cost more than meat.

Perspectives