Appearance of Plant-Based Protein Has Room to Grow to Compete with Beef
In a report written by researchers at Kansas State University and Perdue University, authors noted that “Beef has a good image. Consumers’ perceptions of taste, appearance, price, and naturalness of beef greatly exceed that for plant-based proteins.”
In particular, 57% of consumers rated the appearance of hamburger “better” or “much better” than that of plant-based protein, and 54% rated hamburger’s “naturalness” as “better” or “much better” when compared to plant-based protein.
This indicates a strong opportunity for growth in the plant-based meat segment by creating more visually appealing products, including matching consumers’ preferred pre- and post-cook visual aesthetics.
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