Good Growth and GFI, 2024
webinar here: https://www.youtube.com/watch?v=sxkb-tr3WOk
6 segments made according to awareness and experience of PB meats:
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Novices
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Curious
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Skeptics
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Rejectors
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Expanders
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Enthusiasts
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High awareness of PB options but under half had tried
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Most of the people who are interested in pb alts are also high meat eaters not looking to switch
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half of todays consumers are millennials
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surprisingly more (I think 38%) said PB alts were tasty compared to less than 10% I think that said they didn't like it
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affordability, health, taste and variety
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Very open to blended products
Health tended to be the most important factor
- 20-25% of people wanted to reduce meat, 25% wanted to increase
- Many are wanting to eat more fish (44%) almost none wanting to reduce fish

- Thailand and Singapore have 16-18% of people looking to reduce chicken
- Malaysia, Singapore, Philippines, and indonesia all have 21-26% of people wanting to reduce non fish seafood
- 33% of Philippinos want to reduce pork
- All countries except Vietnam have groups > 24% wanting to reduce beef