The Good Food Institute India (GFI India) conducted a study on consumer awareness of alternative proteins, revealing that the most experimented-with plant-based meat product is the chicken seekh kabab, followed by popcorn chicken, chicken samosa, and chicken biryani. In the realm of plant-based dairy products, soy milk emerged as the top choice, followed by almond milk and oat milk.
GFI India, in collaboration with Kantar World Panel, has introduced a comprehensive study examining consumer awareness, trial experiences, and purchasing behavior in the realm of plant-based meat and dairy products.
Rapid Growth: GFI India’s Analysis of the Sector
“Coinciding with the global phenomenon of Veganuary, which inspires millions to try plant-based diets every January, the report sheds light on the evolving landscape of consumer adoption of plant-based alternatives to meat and dairy. With 377 products spanning 41 formats and 73 brands, the sector has witnessed rapid growth over the past few years, presenting consumers with an array of choices in plant-based meat, dairy, and egg categories,” said GFI in a media release.
The research indicates that, in terms of taste, plant-based meat still falls short of competing with traditional meat.
“The plant-based meat has ways to go, as taste did not appear as the top driver for consumers to repurchase it. Some consumers who stopped purchasing the category also cited taste as the primary reason for not making repeat purchases. Plant-based dairy, on the other hand, scored well on taste but fell short in terms of versatility,” the study noted.
According to the study, consumers predominantly purchased plant-based dairy and meat from supermarkets, with kirana stores emerging as the second-largest channel for plant-based dairy sales, followed by e-commerce platforms.
“The most common quantities of plant-based milk purchased are 100–200 ml and 900–1000 ml. Soy milk is the most widely consumed plant-based dairy product followed by almond and oat milk. 89% of the users of plant-based dairy have also purchased animal- derived dairy products,” it stated.
Continue Exploring: The Good Food Institute India unveils first comprehensive report on India’s $4.2 Billion smart protein sector
Rajyalakshmi G, Market and Consumer Insights Advisor at The Good Food Institute India said, “To encourage trial and repeat purchases, it is crucial for manufacturers to focus on the trifecta of taste, affordability, and convenience.”
As per the report, consumption patterns indicate that plant-based options are presently consumed in a manner similar to their animal-derived counterparts.
“However, the latter is consumed more regularly, with plant-based options reserved for special occasions. Taste remains a significant driver for conventional meat consumption, highlighting the need to further improve the taste of plant-based meat,” the report stated.
