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CONSUMER BEHAVIOUR TOWARDS PLANT BASED MEAT IN INDIA

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STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS
PLANT BASED MEAT
Author- AMAY BAHETI (MBA Marketing)
Connect with me on LinkedI...
1
The purpose of this study was to understand the- To understand the factors influencing
customers to buy plant based meat...
2
2.1 Chapter 1
1.1.Introduction to the Plant Based Meat Industry
The human population is currently confronting a slew of ...
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CONSUMER BEHAVIOUR TOWARDS PLANT BASED MEAT IN INDIA

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The purpose of this study was to understand the- To understand the factors influencing customers to buy plant based meat, to explore limitations of buying plant based meat. And to suggest marketing strategies to improve sales of plant based meat through HORECA.
This report is based upon the Secondary and Primary research, reports on the same topic.
The worldwide plant-based meat industry was worth USD 5.06 billion in 2021 and is predicted to rise at a compound annual growth rate (CAGR) of 19.3 percent between 2022 and 2030 and India's meat replacement industry i.e. Plant Based Meat industry is expected to develop at a compounded annual growth rate of 7.48 percent between 2021 and 2026, reaching US$ 47.57 million by 2026.
Factors influencing customers to buy plant based meat are
1) Ethical view point
2) sustainability
3) Food safety
Limitations of buying plant based meat are
1) Taste
2) Lack of variety of dishes
3) Meat attachment

India is an evolving market for the Plant Based Meat / Mock Meat industry and there is a lot of potential for the brands entering in this market space. As India is an evolving market, my study was done to find the factors influencing the purchase decision of consumers with respect to Plant Based Meat products. My objectives in this project report is 1) To understand the factors influencing customers to buy plant based meat. There is currently very niche market for Plant based meat / Vegan meat products. My objective 1 is dedicated to find the factors responsible that motivates or stimulates the consumers to buy Plant based meat. 2) To explore limitations of buying plant based meat. Reason to include 2nd objective was to study and find the factors affecting or stopping customers from buying plant based meat. 3) To suggest marketing strategies to improve sales of plant based meat through The hotel/Restaurant/Café (HORECA). While working with GoodDot, I found that The hotel/Restaurant/Café (HORECA) segment led the plant-based meat market and accounted for the largest revenue share of 58.6% in 2021. My reason to include 3rd objective was to suggest ways to further strengthen the sales in hotel/Restaurant/Café (HORECA) segment.

The purpose of this study was to understand the- To understand the factors influencing customers to buy plant based meat, to explore limitations of buying plant based meat. And to suggest marketing strategies to improve sales of plant based meat through HORECA.
This report is based upon the Secondary and Primary research, reports on the same topic.
The worldwide plant-based meat industry was worth USD 5.06 billion in 2021 and is predicted to rise at a compound annual growth rate (CAGR) of 19.3 percent between 2022 and 2030 and India's meat replacement industry i.e. Plant Based Meat industry is expected to develop at a compounded annual growth rate of 7.48 percent between 2021 and 2026, reaching US$ 47.57 million by 2026.
Factors influencing customers to buy plant based meat are
1) Ethical view point
2) sustainability
3) Food safety
Limitations of buying plant based meat are
1) Taste
2) Lack of variety of dishes
3) Meat attachment

India is an evolving market for the Plant Based Meat / Mock Meat industry and there is a lot of potential for the brands entering in this market space. As India is an evolving market, my study was done to find the factors influencing the purchase decision of consumers with respect to Plant Based Meat products. My objectives in this project report is 1) To understand the factors influencing customers to buy plant based meat. There is currently very niche market for Plant based meat / Vegan meat products. My objective 1 is dedicated to find the factors responsible that motivates or stimulates the consumers to buy Plant based meat. 2) To explore limitations of buying plant based meat. Reason to include 2nd objective was to study and find the factors affecting or stopping customers from buying plant based meat. 3) To suggest marketing strategies to improve sales of plant based meat through The hotel/Restaurant/Café (HORECA). While working with GoodDot, I found that The hotel/Restaurant/Café (HORECA) segment led the plant-based meat market and accounted for the largest revenue share of 58.6% in 2021. My reason to include 3rd objective was to suggest ways to further strengthen the sales in hotel/Restaurant/Café (HORECA) segment.

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CONSUMER BEHAVIOUR TOWARDS PLANT BASED MEAT IN INDIA

  1. 1. STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS PLANT BASED MEAT Author- AMAY BAHETI (MBA Marketing) Connect with me on LinkedIn - www.linkedin.com/in/amaybaheti
  2. 2. 1 The purpose of this study was to understand the- To understand the factors influencing customers to buy plant based meat, to explore limitations of buying plant based meat. And to suggest marketing strategies to improve sales of plant based meat through HORECA. This report is based upon the Secondary and Primary research, reports on the same topic. The worldwide plant-based meat industry was worth USD 5.06 billion in 2021 and is predicted to rise at a compound annual growth rate (CAGR) of 19.3 percent between 2022 and 2030 and India's meat replacement industry i.e. Plant Based Meat industry is expected to develop at a compounded annual growth rate of 7.48 percent between 2021 and 2026, reaching US$ 47.57 million by 2026. Factors influencing customers to buy plant based meat are 1) Ethical view point 2) sustainability 3) Food safety Limitations of buying plant based meat are 1) Taste 2) Lack of variety of dishes 3) Meat attachment Executive Summary
  3. 3. 2 2.1 Chapter 1 1.1.Introduction to the Plant Based Meat Industry The human population is currently confronting a slew of worldwide wars. The issues vary from conflicts and instability in many regions of the world to growing poverty and global warming. While most of the discussion about global warming focuses on the usage of fossil fuels, one of the most significant sources to greenhouse gas emissions is virtually always disregarded. According to the UN (2006), emissions from cow ranching were higher in 2006 than all transportation emissions combined. According to various sources, animal husbandry accounts for between 18% and 35% of total CO2 emissions, and perhaps up to 50%. Furthermore, cow ranching is no longer viable because more than half of the products cultivated are consumed as animal feed. Rainforests are being torn down at an alarming rate to make way for plantations and new cow pastures. All of these facts indicate that a large portion of human food production is no longer sustainable, and alternatives are required to halt the downward spiral of environmental damage. Plant-based meat emits 30%–90% less greenhouse gas than conventional meat Plant-based meats are items that are intended to resemble animal meat. Earlier goods, such as tofu and seitan, were intended to replace animal meat; however, newer ones resemble its flavour, texture, smell, and look. Plant-based foods often contain legumes, soybeans, or lentils, quinoa, vegetable proteins like peas, coconut oil, and essential wheat gluten, also known as seitan. Plant-based meat is considerably more diverse than raw beans, which, although interesting, are not as tempting to the modern omnivore — or, at least, not as appetising as a delicious chicken patty. Plant-based meat is anything that is generated from plants or fungus that is a substitute for the flavours and nutrition of animal meat. Yes, it includes raw legumes, but it also includes much more. In 2021, the global meat market is expected to be worth $1.33 trillion USD. Looking ahead, IMARC Group predicts that the market will reach US$ 1.61 trillion by 2027, growing at a CAGR of 3.10 percent between 2022 and 2027.
  4. 4. 3 Source: www.grandviewresearch.com Meat alternatives have a potential to disrupt the space. The acknowledgment of the same is not just emergence of many new age plant based meat companies but even global leaders in meat processing like Tyson Foods, Cargill, JBS, CP foods etc. The biggest FMCG companies like Unilever, nestle have also launched their own lines of plant based meat products. The worldwide plant-based meat industry was worth USD 5.06 billion in 2021 and is predicted to rise at a compound annual growth rate (CAGR) of 19.3 percent between 2022 and 2030. The market is likely to be driven by growing consumer interest in plant-based diets, as well as increased awareness of animal rights through various welfare groups. Plant-based meat is becoming an essential component of a vegan diet, in which people live a vegetarian lifestyle free of animal-based foods. Celebrity endorsements of vegan/vegetarian diets are expected to boost worldwide demand for meat substitutes. Furthermore, the introduction of new goods by manufacturers that are comparable to meat in terms of flavour, texture, colour, and taste is driving product demand. Plant-based meat is mostly consumed in the Hotel/Restaurant/Café (HORECA) industry. Key industry players are partnering with fast-food restaurants and restaurant chains to increase the acceptance of their goods. Fast-food restaurants such as Burger King, McDonald's, and recently TATA Starbucks has partnered with Imagine meats on a range of vegan menu items to be served at the coffee chain's stores in order to profit on a sector dominated by health- conscious clients. Veganism is becoming more popular for health and ethical reasons, while vegetarian ingredients are becoming more popular to prevent animal cruelty and to consume sustainable food and beverage goods.
  5. 5. 4 Furthermore, soy as a raw material has all of the standard (nine) amino acids that are required for human growth. Its capacity to improve the end product's water absorption, solubility, emulsification, viscosity, anti-oxidation, and texture is expected to promote soy demand in plant-based meat products in the future years. Diverse plant-based meat kinds are becoming increasingly popular, diversifying and expanding the market. In addition to plant-based beef, demand for plant-based poultry, hog, and shellfish is increasing. Over the projection period, the exponential expansion of chilled plant-based meat is expected to continue. It indicates a change in the plant-based industry's product innovation and merchandising methods. According to a Global News Wire analysis, India's meat replacement industry i.e. Plant Based Meat industry is expected to develop at a compounded annual growth rate of 7.48 percent between 2021 and 2026, reaching US$ 47.57 million by 2026. The market is mostly driven by growing health concerns, as well as increased awareness of various ailments caused by protein deficiency. Vegetarian population growth will continue to boost the industry in the coming years. India is the world's greatest producer of pulses, accounting for 25% of total output; nonetheless, more than 70% of the population in India is protein deficient. Deficiency can be caused by a lack of awareness and insufficient protein ingestion on a regular basis. Protein-rich foods found in India include pulses, soybeans, legumes, seeds, nuts, milk, meat, fish, and chicken. However, not all protein sources are accessible to individuals across the country, which might be due to a lack of information, pricing, and availability, or cultural, ethical, and health considerations. Plant-based protein sources can play an important role in correcting deficiency since they not only provide variety but are also cost-effective. Plant-based meat substitutes (also known as mock meats, meat alternatives, and vegan/vegetarian meats) are primarily manufactured in India by processing and combining plant proteins (derived from soybeans, wheat, potato, jackfruit, and pulses), edible oils, starch, vegetable extracts, seasonings, and other additives to mimic the colour, texture, appearance, smell, taste, and flavour of animal-based meat. The Government of India also intends to promote this economic environment by establishing two new research centres for cell-based meat at the Institute of Chemical Technologies (Mumbai) and the Centre for Cellular and Molecular Biology and the National Institute of Biotechnology. The Indian Department of Biotechnology has invested in a meat research centre to boost laboratory-grown foods/cultivated meat research and development. Plant-based meat products have nutritional advantages comparable to animal meat. Manufacturers strive to develop meat replacements that are comparable to meat in texture, colour, flavour, and taste. however, the key challenges are the flavour and diversity of meat alternatives disappoint the majority of consumers. Consumers believe that choosing meat replacements results in a considerable loss of flavour. For
  6. 6. 5 example, the off-flavour of soy protein renders it unpalatable for human eating. Compounds such as aldehydes, ketones, furans, and alcohols generate the off- flavour. Medium-chain aldehydes are one of the primary causes of soy products' beany and grassy flavour. Soy's great nutritional content, on the other hand, has increased its demand. Growth of India’s plant-based meat industry According to the Annual Survey of Industries (ASI) 2018-19 conducted by the Ministry of Statistics and Programme Implementation (MoSPI), the food processing sector produced approximately US$ 179.9 billion (Rs. 12,76,995 crore), accounting for approximately 12.83 percent of total manufacturing output. During 2019-20, the food processing sector's gross value added (GVA) was roughly US$ 30.0 billion (2.24 lakh crore), contributing 1.69 percent to the overall GVA. According to the ASI, around 20.05 lakh persons worked in the food processing industry during the survey period. The food processing industry is particularly profitable since it allows for 100% FDI through the automated method. However, retail trading and e-commerce for food goods produced in the nation are eligible for 100 percent FDI via the sovereign approval method. Sugar, cereals, edible oils, beverages, dairy products, fruits and vegetables, meat, and seafood are among the primary businesses in this sector. Over the last several years, Indian processors have been pushed to create plant-based replacements due to the built-in capacity and expertise of plant component processing. According to a report published by Global News Wire, India’s meat substitute market is estimated to advance at a compounded annual growth rate of 7.48% during the forecast period of 2021–26, reaching US$ 47.57 million by 2026. The market is largely
  7. 7. 6 driven by rising health concerns, coupled with an increase in awareness of different diseases caused by a deficiency in proteins. Over the next few years, growth in the number of vegetarians will continue to fuel the market. Plant-based meat brief overview Plant-based meat is simply meat that has been derived from plants. It is designed to taste, look, and feel like traditional meat made from animal ingredients. Plant-based meat is healthier than traditional meat since it has less calories and saturated fats. Plant-based meat contains components such as coconut oil, vegetable protein extract, and beet juice. When taken in moderation as part of a balanced diet, plant- based meat is healthier. It also has higher nutritional value than ordinary meat. Source: FoodData Central; Beyond Meat. Drivers of plant-based meat industry According to Forbes, India is the world's greatest producer of pulses, accounting for 25% of total output; nonetheless, more than 70% of Indians are protein deficient. Deficiency can be caused by a lack of awareness and insufficient protein ingestion on a regular basis. Protein-rich foods found in India include pulses, soybeans, legumes, seeds, nuts, milk, meat, fish, and chicken. However, not all protein sources are accessible to individuals across the country, which might be due to a lack of information, pricing, and availability, or cultural, ethical, and health considerations. Plant-based protein sources can play an important role in correcting deficiency since they not only provide variety but are also cost-effective. Protein needs in the human body can be met by a balanced diet that includes two or more kinds of plant-based meals.
  8. 8. 7 Consumers, on the other hand, are quite open to plant-based meat replacements. Many consumers want such items because they offer a variety of health and fitness advantages, such as the avoidance of no communicable illnesses, obesity, and digestive difficulties. During the Covid-19 epidemic, the popularity of these items has increased since they are viewed as immunity-boosting foods. Individuals or groups who are vegetarian but occasionally consume meat and fish might enjoy the taste of animal flesh without eating animal goods. Furthermore, urban consumers are welcoming the idea of plant-based processed food as a rich source of protein. Plant Based Meat Industry Analysis According to an industry analysis from the United States Department of Agriculture (USDA), India appears to be a fledgling market for plant-based meat replacements. For protein, Indians have historically consumed soybeans, jack fruit, dairy, and legumes. According to the UN Livestock Long Shadow Report, eight of the 21 alternative meat start-ups were established in 2019-20, with five foreign and local firms entering the market in 2020-21. With enormous urbanisation and socioeconomic group transitions, India has emerged as the world's largest consumer base. According to a 2019 poll performed by the University of Bath and the Good Food Institute, 63 percent of Indians were either very or extremely inclined to purchase plant-based meat on a regular basis.
  9. 9. 8 The plant-based meat sector in India is gaining international attention, thanks to agreements with large multinational corporations. Archer Daniels Midland (ADM), for example, collaborated with Imagine Meats, an Indian plant-based meat manufacturer. ADM will acquire raw materials and actively participate in a technological relationship for manufacturing goods under the Imagine Meats brand name as part of this strategic agreement. Imagine Meats, an Indian partner, is focusing on generating plant-based versions of traditional Indian dishes like biryani and kebabs, as well as using soy and pea proteins to make curry. Government initiatives Key initiatives and major policy measures undertaken by the government to support the food processing sector include:  the Ministry of Health and Family Welfare (MoHFW) established Eat Right India, which aims to assist people in developing healthy choices and implementing a sustainable diet showcasing plant-based substitutes to combat climate change.  Allowing 100% FDI through the automated route in the food processing sector and 100% FDI through the government route in retail trade and e-commerce for food goods produced and manufactured in India.  A food processing fund of US$ 267.7 million (Rs. 2,000 crores) has been established in collaboration with NABARD to provide affordable financing to encourage investment in mega food parks and processing units. Road Ahead Plant-based meat is currently available at grocery shops, hotels and restaurants, and e-commerce sites in India. Given the increased awareness of such items and the significant expansion in the urban population, these food products are anticipated to gain momentum in India. Celebrities and social media influencers have played a big role in emphasising the relevance of plant-based meat. A surge in health-related issues, as well as the rising popularity of healthier alternatives, are boosting the future of plant-based meat in India. This might lead to significant development in the next years.
  10. 10. 9 1.2.Introduction to the GoodDot Enterprises Pvt. Ltd. When a group of friends decided to band together for a shared cause, GoodDot was founded. They wished to make the world a better place for animals. They wanted to establish a solution that was good for everyone after witnessing the incredible suffering inherent in animal agriculture. According to GoodDot, the major reason most people consume meat is for its flavour. People would gladly convert to a product that not only tasted like meat but was also an ethical, healthier, and more environmentally sustainable alternative to animal meat. GoodDot is an Udaipur (Rajasthan) based mock meat / vegan meat company. When a group of friends decided to band together for a shared cause, GoodDot was founded. They wished to make the world a better place for animals. They wanted to establish a solution that was good for everyone after witnessing the incredible suffering inherent in animal agriculture. According to GoodDot, the major reason most people consume meat is for its flavour. People would gladly convert to a product that not only tasted like meat but was also an ethical, healthier, and more environmentally sustainable alternative to animal meat. Since 2013 Founders had been exploring options for developing and bringing plant based meat to the market. The main aim was to provide tastier, healthier & affordable option for meat. It was founded in 2016 with the vision to create a healthy, sustainable and compassionate world by innovating to revolutionize the way we eat. And its key investors include Bhilwara (Rajasthan) based RCM Business House, Mumbai based Sixth Sense Ventures. The company has raised more than $6 Million
  11. 11. 10 in funding and its revenue is $4.5 Million. GoodDot’s brand ambassador is Olympic Gold medalist, Neeraj Chopra. (CEO: Mr. Abhishek Sinha and Brand Ambassador Olympic gold medallist Mr. Neeraj Chopra) People's eating habits have altered as a result of their shifting and fast-paced lifestyle. Many individuals choose to consume meat at least 4-5 times every day, which has a direct impact not only on their bodies but also on our world. It is an endless discussion about how non-vegetarian food is steadily harming our world and will eventually lead to deforestation, overgrazing of lands, soil erosion, and other problems. GoodDot is one such brand that tries to attract people's attention to vegan items that taste like meat but are made entirely of plant-based ingredients. This option is healthier, less expensive, tastier, more ethical, and better for your plant and body. Let's have a look at this ecologically friendly brand. Currently GoodDot Enterprises offers various products like Un-mutton Dhaba Curry- the vegan alternative for Mutton Curry, Meatless Mince is the vegan answer to Beef, Vegicken is the veg substitute for chicken and there are many more meat alternatives available. Apart from these GoodDot also have Sip2Fit Instant Mix – An Immunity booster, Sip2Fit Instant Tea Mix – An replacement for milk tea, GoodDot Noodles are also available. These products are available under its 4 Brands GoodDot Spices Pvt. Ltd., GoodDot Unmylk Ltd., GoodDot Enterprises Pvt. Ltd & including its own vegan restaurant chain Goodoo Pvt. Ltd.
  12. 12. 11 MISSION  Innovating to create delicious, plant-based food better for people, animals, and the planet earth.  Providing compassionate alternatives to animal meat, without sacrificing taste.  Promoting a more sustainable food system for the world.  Revolutionising the future of food with scalable products that are affordable and accessible to all. VISION To create a more compassionate and sustainable world by innovating to revolutionise the way we eat. Tasty & healthy meals that will satisfy everyone. From curries to stir fries to wraps, our plant-based meat products can be used to replace traditional meat in any recipe. GoodDot’s all products are GMO free. What is GMO? GMO is an abbreviation for genetically modified organism. Plant and animal breeders have long sought to manipulate the DNA of living things by selecting breeding the most effective creatures. This is a type of genetic engineering. However, in most situations, GMO refers to modifying an organism's genes in a laboratory setting. GMO product manufacturers, particularly food manufacturers, genetically edit organisms to improve the product or gain a financial advantage. GMO plants, for example, may be simpler to cultivate in big quantities or yield more fruit. GMO meat from genetically modified animals may taste better or differently than conventional meat. GMO goods continue to be contentious, particularly among environmental and natural living organisations. Opponents of genetic modification are concerned that genetic modifications will have unintended consequences for human health. For example, there is fear that the nutrients in these products will cause tissue damage or will not metabolise as well. Furthermore, the long-term implications of ingesting GMO goods are unknown.
  13. 13. 12 The majority of studies on GMO goods finds no indication of danger. The scientific community, however, recognises that available research is neither unanimous nor definitive. Many experts continue to express concerns about the usage of genetically modified organisms (GMOs), for which most studies have not analysed the long-term dangers or benefits. GMO foodsTrusted Source are foods that scientists have genetically modified in a lab. For instance, some GMO potatoes stay fresh longer and do not turn brown. Some types of GMO corn produce a toxin called Bacillus thuringiensis, which is harmless to humans but kills certain insects. What are the health risks of GMO foods?  Toxins in plants: Many plants contain tiny levels of toxins that can be toxic in excessive concentrations. GMO plants may have a different toxic balance, raising the potential of human injury. Although research on the specific hazards of GMO plant toxins is sparse, specific health concerns include an increased risk of cancer and infertility.  Environmental damage can have an impact on human health by hastening climate change, causing food shortages, or damaging local plant and animal species. Genetically changing a creature may alter the behaviour of other species in the wild. Negative effects to the environment Among the potential issues are:  A decrease in insect biodiversity as crops become insect-resistant unforeseen impacts on other crops or animals.  unanticipated effects on other crops or animals  transmission of GMO genes to wild plants and animals
  14. 14. 13 List of all GoodDot’s products used in Modern Retailing in India  Biryani – Veg substitute for Chicken biryani.  Sweet Corn Soup Hot 'n' Sour Soup  Tomato Soup Sip2Fit  Sip2Fit Instant mix - Sip2Fit is an instant herbs & spices instant drink powder which filled with the flavour of lemon and mint also supplemented with Vitamin C, Vitamin B12, VitaminD3 and Zinc, which will keep you fit and boost your immunity.  Sip2Fit Tea - Sip2Fit instant herbal tea is made of Amla, Tulsi, and Black Pepper. A substitute for milk tea with an additional herbal characteristic.  UnMutton Keema - GoodDot UnMutton Keema is a plant-based version of traditional keema (made from animal meat). UnMutton Keema is the best version of keema to date. It also includes many health benefits like boosting one’s immunity and keeping saturated fats low and is low on calories.  Meatless Mince- Vegan substitute for beef meat  Eggless Bhurji- vegan substitute for egg bhurji.
  15. 15. 14 GoodDot’s Strenghts  Its Taste has been closest to real meat.  Its shelve life is 1 year on room temperature whereas meat can get rotten very quickly.  It’s one of the first few Indian plant based meat company and has presence PAN India.  Price parity with meat.  GMO free products GoodDot’s Weakness  Unable to create Brand & Product awareness.  Lack of presence in global arena.  Lack of variety of options as compared to meat dishes.  Communication problem within the organization between departments. GoodDot’s Opportunities  The worldwide plant-based meat industry was worth USD 5.06 billion in 2021 and is predicted to rise at a compound annual growth rate (CAGR) of 19.3 percent between 2022 and 2030.  Rise in adoption towards veganism in the country can be the turning point for GoodDot. GoodDot’s Threats  Biggies entering in the market. Recently ITC has also announced it will enter in the plant based meat market.  Tough competition from Blue tribes another plant based meat company partially owned by Virat Kohli and Anushka Sharma. And Imagine foods which is owned by Bollywood celebrity Ritesh deshmukh and genelia deshmukh.
  16. 16. 15 1.3.Introduction to the Project India is an evolving market for the Plant Based Meat / Mock Meat industry and there is a lot of potential for the brands entering in this market space. As India is an evolving market, my study was done to find the factors influencing the purchase decision of consumers with respect to Plant Based Meat products. My objectives in this project report is 1) To understand the factors influencing customers to buy plant based meat. There is currently very niche market for Plant based meat / Vegan meat products. My objective 1 is dedicated to find the factors responsible that motivates or stimulates the consumers to buy Plant based meat. 2) To explore limitations of buying plant based meat. Reason to include 2nd objective was to study and find the factors affecting or stopping customers from buying plant based meat. 3) To suggest marketing strategies to improve sales of plant based meat through The hotel/Restaurant/Café (HORECA). While working with GoodDot, I found that The hotel/Restaurant/Café (HORECA) segment led the plant-based meat market and accounted for the largest revenue share of 58.6% in 2021. My reason to include 3rd objective was to suggest ways to further strengthen the sales in hotel/Restaurant/Café (HORECA) segment.
  17. 17. 16 My duties in this internship  Achieve desire results in sales.  To educate customers regarding plant based meat through Canopy stores.  POS (purchase orders) from V- Mart & Roots store  Worked on field with area sales manager.  Developing beat plan for sales team.  Developing market strategies for Sip2Fit instant mix. Company is planning to launch Sip2Fit sachets for general trade. Where it is not present.  Involved in customer engagement & sampling campaign done by GoodDot at Udaipur Airport on the occasion of International Yoga Day. Objectives 1) To understand the factors influencing customers to buy plant based meat. 2) To explore limitations of buying plant based meat. 3) To suggest marketing strategies to improve sales of plant based meat through HORECA
  18. 18. 17 Chapter 2 2.1 Literature Review According to Szenderák János, Fróna Dániel and Rákos Mónika, (2022) Plant-based meat substitutes can play a crucial role in reducing the burden on the environment and, thus, in the fight against climate change. More than two-thirds of consumers were usually identified as omnivores, thus meat played an important role in the average diet. One-third (or less) of consumers were identified as vegetarian, vegan, or pescetarians. Omnivores were characterized by higher meat consumption, and frequent meat eaters were less likely to choose plant-based substitutes. Food neophobia and regulatory issues are not expected to be a barrier to market uptake, since plant-based meat alternative ingredients are previously consumed raw materials. According to Cuffey, Joel, Lauren Chenarides, Li Wenying, and Zhao Shuoli (2022). “Consumer Spending Patterns for plant Based Meat Alternatives”. The results of this study have major implications for the food industry as well as food policy in the US. From the industry perspective, this study shows that the majority of consumers have not adopted Plant Based Meat Alternatives products, and those who do try Plant Based Meat Alternatives products are not incorporating Plant Based Meat Alternatives into their regular diet. One potential explanation for this is that their higher prices make Plant Based Meat Alternatives products cost-prohibitive to lower- and medium-income households. According to Kopplin Siegfried Cristopher, Rausch Maria, (2021) consumers’ dietary behaviour only slightly infuences consumers’ attitude towards plant-based food substitutes, and thus, all dietary groups may be targeted by the plant-based food substitute industry. Concerns for animal welfare exhibited the largest efect on consumers’ dietary behavior, whereas environmental concerns and health consciousness did not impact dietary behaviour.
  19. 19. 18 According to Hwang Jihee, You Jihye, Moon Junghoon, and Jeong Jaeseok, (2020) demonstrated that the consumers’ buying intentions concerning cultured meat and plant-based meat alternative are different based on concepts of ambivalence. We identified the positive and negative cognitions depending on their perception of cultured meat and plant-based meat alternative attributes. This is the first time the relationship between consumers’ purchase behaviour and ambivalence towards alternative meat in Korea has been determined. According to Bryant Christopher, (2017) Future research could also address the ways social and policy context might affect consumer attitudes toward clean and plant- based meat. One example is exploring how consumer perceptions change as clean meat products come to market, and come out of the shadows of being perceived as a mysterious future technology. This could also be a fertile area for research exploring what role regulation plays in individuals' judgements of food safety. Research might also explore the extent to which clean meat enthusiasts are “reluctant omnivores”–i.e., consumers who recognize the moral arguments for vegetarianism, but still want to eat meat regardless. Given that clean meat is most appealing to meat-eaters, this may likely be the case. According to Mousel Tania, Tang Xiaoou, (2016) The barriers towards actually buying the meat and dairy replacement products are information and culture. So in an answer to our research question, the drivers towards buying meat and dairy replacements are health, a concern for animal welfare, a concern for the environment, a good taste and getting a good feeling from buying the product. Moreover, a positive attitude from one’s entourage towards these products is important. According to Wansink, (2005) who authored a useful article on the current challenges to the acceptability of soy-based goods. The links may be traced all the way back to World War II. As meat supplies became scarce, governments encouraged people to use protein sources other than meat. People's diets were urged to incorporate soy-based items. However, at the time, soy products were not very tasty. That prejudice towards soy-based goods persists today and is a key impediment to their growing appeal.
  20. 20. 19 3. Chapter 3 3.1 Research Methodology This study is based on both secondary data and primary data. For primary data I have prepared a questionnaire and secondary data was gathered from various websites like GreenQueen, Foodbusinessnews, Peta India, Cbinsights & Vox.com was used The researchers have placed their own observations regarding the same. Sample size: 146 Sampling process: the questionnaire was rolled out in the supermarkets (V-Mart), hypermarkets (Reliance Smart) & standalone modern trade (Roots) in geographical territory of Udaipur and customers were asked to fill responses.
  21. 21. 20 3.2. Limitations This study suffers from some limitation, which could be avenues for further research. 1. This study was done in Udaipur, Rajasthan and hence the customers who filled responses were from Udaipur region which makes this study geographical constraint. 2. The sample size was limited to 146. 3. Another problem in this study was questionnaire, most of the questions are closed ended it limits the respondents answer.
  22. 22. 21 2. Chapter 4 4.1 Data Analysis & Findings Demographics of the respondents Out of the total 146 respondents 89 were Males and 58 were Females AGE GROUP Most of the respondents are between the age group of 26 to 30 (i.e. 67), second dominant age group is people between age 31 to 35 (i.e. 37), respondents between the age group of 21-25 are 27, respondents between age group of 15-20 are 10 and age group of 35 and above are 5 in total. 3% 19% 25% 7% 46% AGE 35 and above 21-25 31-35 15-20 26-30
  23. 23. 22 Family Income per year 63 of the respondents are having family income between 6 lakhs to 8 lakhs, 32 of the respondents are having family income above 10 lakhs while 28 of the respondents have their annual family income in the range of 4 lakhs to 6 lakhs and 23 respondents have it in the range of 8 lakhs to 10 lakhs.  Most dominant income group among respondents are between 6 Lakhs to 8 Lakhs. Getting income data from respondents can help us know respondent’s willingness to opt for plant based meat with respect to their Income 19% 43% 16% 22% 4 lakh - 6 lakh 6 lakh - 8 lakh 8 lakh - 10 lakh Above 10 lakh
  24. 24. 23 People who consume plant based meat with respect to their age Interpretation According to a survey conducted by me, 55 people in the age group of 26-30 have consume plant based meat / meat alternatives, while 12 people in the same age group does not consume plant based meat. This means 61% of the people who consume plant based meat are in the age group of 26 – 30. 64.86% people who are in the age group of 31-35 consume plant based meat. This age group contributed nearly 27% in overall plant based meat consumers (total respondents i.e. 146). 7 22 12 13 3 3 5 55 24 2 0 10 20 30 40 50 60 15-20 21-25 26-30 31-35 35 and above No Yes
  25. 25. 24 People who are aware that meat industry have a considerable negative impact on climate, with respect to their age. Surprisingly, almost 45% of the total respondents didn’t know that meat industry contributes to greenhouse gas emissions and climate change. This means that lack of awareness regarding environmental issues. Age wise data  60% of respondents between age group of 15 to 20 didn’t aware about relation between meat industry and climate change, while 40% were aware.  Almost 52% of the respondents between the age group of 21 to 25 weren’t able to make connection between environment issues and meat industry’s negative contribution.  Age group of 26-30 containing a total of 67 respondents, out of which nearly 37% doesn’t aware about greenhouse gas emissions and climate change and rest 63% were aware.  46% of respondents between age group of 31 to 35 didn’t aware about relation between meat industry and climate change, while 54% were aware.  60% of respondents between age group of 35 and above didn’t aware about relation between meat industry and climate change, while 40% were aware. 6 14 25 17 3 4 13 42 20 2 0 5 10 15 20 25 30 35 40 45 15-20 21-25 26-30 31-35 35 and above
  26. 26. 25 What were the factors that motivated respondents to buy plant based meat?  Love & care for animals is the most dominant factor that influenced respondents to buy plant based meat with over 40% respondents among my sample size selecting it.  Another significant reason among respondents was environmental impact of meat industry. Almost 34% of the respondents selecting it.  Around 26% of the respondents said they opted for plant based meat because they wanted to try something new. Through this chart also, it is proved that consumers are not aware about environmental issues caused by meat industry. (Lack of awareness regarding environmental issues, specifically caused by meat industry). 0 10 20 30 40 50 60 70 Love & Care For Animals Environmental Impact Of Meat Industry Trying Something New other Factors that motivated to buy plant based meat
  27. 27. 26 What were the factors that stopping respondents to buy plant based meat? First, flavor is an integral part of a new category of producers seeking to establish a sustainable market. India has its own meat substitutes, and as claimed, domestic companies that have been offering soy chunks and soy nuggets for decades without actually opening up demand or markets. There are many respondents (39.72%) who feel that the plant-based meat products currently on the market do not taste like real meat. A strong affinity to meat can also explain low intake of plant-based meat alternatives. It is commonly known that meat intake is heavily influenced by emotional and cognitive dissonance, as well as societal variables. By looking at this chart we can derive that meat retains a high social value and 30% of the respondents are attached to it & this attachment is stopping them to opt for plant based meat. 58 43 25 20 Factors stopping respondents to buy plant based meat It's taste is not as close to meat. Attachment to real meat. Higher prices as compared to real meat lack of dishes in plant based meat.
  28. 28. 27 Most grocery stores and restaurants charge a premium for plant-based meat. Despite being intrinsically more efficient to manufacture (since it is based on plants rather than animals), plant-based meat is frequently more expensive than animal-based meat. Price gap between real meat and their vegan counterpart is there and it is one of the reasons 17% of the respondents are hesitating to opt for plant based meat. While, 13.70% of respondents feel there is lack of variety of dishes that can be made with plant based meat. India is more challenging due to its vastness and the prominence of indigenous cuisines. Every state has its own set of tastes. Platform on which respondents seen most advertisements Youtube was the top platform on which most of the respondents have seen advertisement of plant based meat company. Followed by Instagram and facebook being the second and third most visible platform. While traditional advertisement methods like Television and bill boards, respondents saw Ads comparatively low. This means PLB companies are promoting their products more on Digital media than using Traditional method of advertising.
  29. 29. 28 Respondents prefer plant based meat in Plant-based meat is mostly consumed in the Hotel/Restaurant/Café (HORECA) industry. Key industry players are partnering with fast-food restaurants and restaurant chains to increase the acceptance of their products. Fast-food restaurants such as Burger King, McDonald's, and Subway, for example, are introducing new vegan meat options in order to capitalise on a sector dominated by health-conscious clientele. Other respondents like to use ready-to-cook (RTC) plant based meat products and to cook it in their home.
  30. 30. 29 When it comes to eating meat, customers have contradicting instincts. Meat consumption provokes complicated emotions, as evidenced by the idea of meat paradox. In terms of nutritional properties and health features, for example, it has both advantages and downsides in that it can deliver high-quality protein while also increasing the risk of chronic diseases. Ethical Viewpoint Livestock production raises ethical concerns, such as animal welfare and environmental implications. Cultured meat and plant-based meat substitutes have been created as alternatives to conventional meat to tackle various difficulties associated with conventional meat eating. Furthermore, when customers choose meals, including meat, one of the most significant considerations is ethical consumption. As a result, we judged ethical perspectives to be significant contributors in consumer attitudes toward substitute meat. Plant based meat may be considered a sustainable product from the standpoint of sustainable agriculture. Some say, however, that eating Plant based meat is an unnatural activity that separates us from nature, which is tied to ethical considerations, such as perceived hazards to the intrinsic value of the animals. The category of ethical viewpoint is divided into the concept of sustainability (positive cognitive) and unnaturalness (Negative cognitive).
  31. 31. 30 Sustainability Livestock is currently regarded as a key source of greenhouse gas emissions in terms of sustainability. France has advised consumers on how to recognise the environmental implications of meat consumption and how to choose sustainable cuisine. According to PETA, it is estimated that each year 80 billion land animals are slaughtered for food. Furthermore, factory farms are known to cause stress and lack appropriate sunlight and ventilation, resulting in animals living in deplorable conditions. As a result, several scientists suggest that current livestock systems do not appear to be long-term viable. Alternative meat has been introduced to address several ethical issues associated with regular meat. I discovered that it does not deal with animal slaughter for meat production and is related to eco-friendly products, reducing the carbon footprint from livestock. An increasing amount of evidence, including the demand for animal-friendly food, has shown how much consumers are concerned about animal welfare and environmental pollution these days. Thus I believe Sustainability will positively affect willingness to buy plant-based meat alternatives.
  32. 32. 31 Food Safety Because of technical and environmental developments, there are many different types of food, and consumers can eat whatever they want within certain restrictions, including food safety. studied whether food safety issues could influence consumer purchases of beef, pig, and poultry. Food safety is one of the most significant issues in farming practises, particularly in livestock production. Synthetic insecticides, antibiotics, and growth hormones are commonly used in livestock production. Antibiotic use may result in a variety of issues, including the transmission and spread of disease epidemics and swine influenza, both of which pose severe concerns to global health. health. As customers become more aware of how traditional meat is produced, they want to buy meat without worrying about the various medications injected into animals or the adverse effects of standard agricultural procedures. In general, chemicals such as pesticides and hormones, as well as food technology, are intimately tied to food safety issues, which can have a direct impact on people's health. Thus, in this study, we divide food safety concerns into two categories: drug-free cleanness (positive cognition) and fear of biotechnology (negative cognitive). According to the Veylinx research (2016), customers over the age of 18 who do at least some of their household's grocery shopping pick Plant based meat for personal reasons. 42 percent of those who stated they buy plant-based proteins said they do so because they are "healthier than meat." Surprisingly 58 percent did not know that Plant based meat is rich in protein and also has less fats compared to real meat. According to P. hjolainen et al. (2016) came out with an interesting addition to the behavioral intention gap, concentrated on meat production. They question, whether most customers even bring meat in relation to climate change and rising greenhouse gas emissions. The study was done by survey of about 40000 people across asia. The result is that only about 36% of respondents made the connection between the sustainability issue and meat. Interestingly, 47% were neutral, they did not know. I believe lack of awareness is one of the main reason behind this.
  33. 33. 32 Limitations of buying Plant based meat Lack of variety of dishes Firstly, Taste is an essential component for producers in every new category seeking to establish a sustainable market. India, has a history of its own form of meat- alternative products, with a variety of domestic enterprises offering soy chunks and soy nuggets for decades but, it is claimed, without actually developing demand or a market. Many people feel the taste of current plant based meat offerings available in the market is not as closed to real meat. Secondly, Because of the country's size and the importance of local cuisines, India is more complicated. Every state has different taste preferences. Consumers in the northern city of Lucknow may favour the subtlety of galouti kebabs, but complex chicken chettinad is preferred throughout most of southern India. "It is critical that the product fit into the available space." So I believe Lack of variety of dishes suiting the taste of each state and culture is one of the major limitations. Meat Attachment Meat attachment refers to a positive bond towards meat consumption. Consumers higher in meat attachment (MA) are less inclined to change eating habits. higher the meat attachment, the less the number of consumers changes in purchasing behavior with substitute meat. Meat attachment of consumers will negatively impact plant based meat.
  34. 34. 33 Marketing strategies to improve sales of PLB in HORECA 1) Awareness Advertising – After doing in depth desk research for this report, I realized one of the major problem with the product is Lack of awareness among customers. Many customers still don’t know what plant based meat alternatives are. So, for solving this issue Continuous media scheduling should be followed and advertisements should be aired throughout the year especially on the digital media as majority of the target audience is there. 2) Salesman should be given big screen tablets, as mentioned majority of the people still don’t know what plant based meat is. Tablet with visual interacting presentations can help the sales professionals to explain the product to prospects in detail. It will be more useful in general trade, because through interacting presentations local kirana store owners can easily understand the product, after which they can effortlessly promote the product to end consumers. 3) Tie-up with restaurant chains – Plant based meat company can tie up with restaurant chains like MacDonald’s, Dominos & also with local restaurant chains. This will increase our sales indirectly. 4) Introducing plant based sea food products. 5) Sampling should be done extensively. 6) Value endorsement cobranding Joining hands with NGOs that share same values for example, PETA INDIA.
  35. 35. 34 5. Chapter 5 5.1 Conclusions  61% of the people who consume plant based meat are in the age group of 26- 30.  45% of the total respondents didn’t know that meat industry contributes to greenhouse gas emissions and climate change.  40% of the respondents selected Love & care for animals as the most dominant factor that motivated people to buy plant based meat. Followed by environment impact of meat industry and trying something new were second and third significant factors.  Around 39% of the respondents feel that Plant based meat’s taste is not as close to meat and hence it is the top factor which stops costumer to buy PLB alternative. Followed by attachment to real meat as the second significant factor.  PLB companies are promoting their products more on Digital media than using Traditional method of advertising.  Plant-based meat is mostly consumed in the Hotel/Restaurant/Café (HORECA) industry.
  36. 36. 35 5.2 Recommendations 1. Companies should focus on customer feedbacks so that companies can get the idea of consumer preference and factors influencing their buying behaviour. 2. Limitations such as Taste factor & meat attachment can be solved if companies continue to innovate and invest in Research & development to create taste and texture of plant based meat close to real meat. 3. PLB companies should collaborate with existing restaurant, fast food giant chains such as Mcdonald’s, Domino's Pizza and introduce vegan products in their menu which will significantly improve sales in HORECA. 4. PLB companies should target all Non- vegetarians, rather than targeting Vegans. 5. Companies should educate the customers regarding impact of meet on climate change and its relation with increase in greenhouse gas emissions. 6. Companies can educate customers through various campaigns or by collaborating with several Non-profit organizations such as PETA INDIA, People for animal. 7. Companies should introduce different dishes especially which suites the taste of all the states in india. 8. Sampling activities should be done extensively, which in-turn will create product and brand awareness. 9. Continuous scheduling of advertisements on television should be done on channels such as Star Sports, Sony Sab and National Geographic, which will let the masses know about your brand.
  37. 37. 36 6. References Research paper 1. Analysis of Consumer Behavior Towards PlantBased Meat and Dairy Alternatives Market in Sweden – by Xiaoou Tang & Tania Mousel, MIEX program. 2. Consumer Acceptance of Plant-Based Meat Substitutes: A Narrative Review – by János Szenderák. 3. New Meat on the Block: Factors Influencing India’s Gen Z’s Decision to Purchase Plant-based Meat – by Nikita Dhawan & K.Y choo. Articles 1. Plant-Based Meats, Human Health, and Climate Change – by Stephan Van & Scott l. kronberg. 2. Factors Affecting Consumers’ Alternative Meats Buying Intentions: Plant-Based Meat Alternative and Cultured Meat – by Jihee Hwang.

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