Plant-Based Meat Marketing Needs A Revamp, Says New Australian Study

Plant-Based Meat Marketing Needs A Revamp, Says New Australian Study

4 Mins Read A new study reveals that meat-eaters in Australia perceive plant-based alternatives as riskier and less valuable, regardless of how they’re marketed, and calls on manufacturers to tailor their messaging to different consumer groups. Existing advertising formats across Australia for plant-based meat fail to move the needle for omnivores, who continue to perceive these products as less valuable than animal proteins. That’s according to…

Research: Meat eaters perceived plant-based meat as riskier and poorer value than conventional meat, reducing purchase and recommendation intentions. Advertising style generally did not alter these views.