Understanding the Indian consumer
This report lays out an overview of India’s smart protein consumer landscape with insights on consumer profiles, behaviours and attitudes, and their consumption.
A deep dive into the early adopters of plant-based meat
This report identifies the profile of the early adopters of plant-based meat in India along with their usage and attitudes towards conventional meat.
Overview
Consumer segmentation is a critical first step in the category and brand’s journey which helps divide the consumers into smaller sub-sections depending on their demographics, needs, values, etc., by identifying the populations that are most interested in a specific product. Grounded in the diffusion of innovation theory, this report tries to identify the profile of the early adopters of plant-based meat. Due to their likelihood of consuming and purchasing a new category sooner than other consumer segments, appealing to early adopters will be the most strategic entry point for any new category, such as smart protein. Once we identify the profile of early adopters, it is important to study their usage and attitudes towards conventional meat to develop plant-based products that meet their needs and also create targeted go-to-market strategies. This report focuses on identifying the early adopters of plant-based meat and delving deeper into the usage and attitudes of early adopters towards conventional meat to identify opportunities for plant-based meat.
Key insights from the report
Profile of early adopters
- Early adopters of plant-based meat are young (25-44) graduates with higher incomes, living in urban areas. They are also omnivores who consume conventional meat almost daily. They are identified using the parameters “consumers who are willing to pay more for plant-based meat than they would for conventional meat and consumers who are willing to purchase the category regularly.”
Usage and attitude towards conventional meat
- Conventional meat has moved beyond special occasions and entered weekday menus for early adopters. They consume meat on a day-to-day basis and for special occasions like get-togethers with friends/family, Sunday/weekend special meals, birthdays, anniversaries, parties at home, marriages, festivals, etc.
- Lunch and dinner are key parts of the day. However, consumers are more open to experimentation in the snack category. Plant-based meats can explore this space with indulgent and ‘easy to make’ snack options.
- Poultry dominates the share of occasions, followed by mutton and fish. Weekday lunch and dinner have the highest proportion of chicken and fish-consuming occasions. Mutton and shellfish take a higher share when it comes to special occasions.
- Fresh meat dominates across occasions. However, formats like marinated/chilled/frozen/ready to heat are making inroads for ‘special meal’ occasions, signalling a need for convenience and easy cooking.
- Taste is the primary driver for the consumption of meat, followed by convenience. Along with the taste, the entire gastronomical experience of juiciness, aroma, and bones is also important. Unlike the majority demographic, meat consumption among early adopters is also driven by health and their daily protein requirements. While ‘price’ might not appear in the top-stated drivers, it is critical in driving the wider diffusion of the category.
- 1 in 4 early adopters are looking at reducing their consumption of conventional meat in the future. They have a high positive disposition toward plant-based meat, with 77% of them willing to try the category.
- Plant-based meat manufacturers have an opportunity to work across protein formats (chicken, mutton, fish, etc.) targeting the main meal and snacking occasions. Products can be developed targeting special occasions and can be in marinated/chilled/frozen/ready-to-heat formats to start with. Manufacturers must recreate not only the taste but also the other sensorial aspects of conventional meat, such as aroma, juiciness, texture, sizzle, and more, to be able to get a share of the plate. Though early adopters are willing to pay a price premium, it is important to improve affordability and also work on availability for wider diffusion of the category.
