IFF: In the case of alternative proteins, we know from all the market research and consumer research that the main driver is health
It should go without saying, but putting out a product that is not as good as the product it is trying to replicate, and then charging a premium for it, arguably where meat alternative companies are right now, is not a winning business strategy, observed IFF product marketing lead Cintia Nishiyama, who noted that “For any product launch, what I would be thinking about first of all, is what is driving consumer demand?
“And in the case of alternative proteins we know from all the market research and consumer research that the main driver is health. And they are not willing to sacrifice taste and texture, and there must be value for money, which doesn’t necessarily mean price parity.”
While the long-term rationale behind making meat without animals is pretty clear from an environmental perspective, she said, firms need to think much more about immediate consumer purchase drivers for products.
Image credit: Kroger
