Insights on awareness, trial, and purchase behavior – plant-based meat and dairy, India 


India’s smart protein sector has witnessed a remarkable surge, evidenced by the introduction of an array of innovative products. The market now boasts 377 products across 41 formats and 73 brands in categories like meat, eggs, and dairy, reflecting a significant expansion in consumer choices. These include diverse plant-based meat options like kebabs, nuggets, patties, and a range of ethnic delicacies, along with a variety of plant-based milk and dairy alternatives.

These products, spanning from traditional to modern choices, are widely accessible in major urban centers through direct-to-consumer channels, e-commerce platforms, the HoReCa industry, and brick-and-mortar stores. This growth signifies not just increased availability but also a shift in consumer preferences and lifestyle choices.

In response to this dynamic market, our study gathered insights on awareness, trial, and purchase behavior, aimed at empowering manufacturers and industry stakeholders, providing them with the necessary data to further innovate and enhance the smart protein landscape in India.

Key insights from the report

  • 30% of the early adopters were familiar with plant-based meat and 50% with plant-based dairy
  • Of all the consumers who were familiar with the category, 11% tried plant-based meat, and 23% tried plant-based dairy.
  • Though the trials were relatively low, the category exhibited high repeat purchase intent, with 72% of the consumers who bought plant-based meat in the last 6 months considering buying it again in the future, and 82% of consumers willing to purchase plant-based dairy again.
  • Protein content, health, and convenience were some of the reasons consumers cited for trial and repeat purchases of plant-based meat and dairy.
  • Dual usage between plant-based and animal-derived products was common among consumers. Though both  plant-based meat and dairy are consumed in similar ways to conventional meat and dairy, conventional animal products are consumed more regularly while  plant-based options are reserved for special occasions.
  • Of the households that tried plant-based meat, 40% of them also purchased plant-based dairy, indicating a higher probability of trials for adjacent categories among users of plant-based foods. 
  • Lack of relevance, taste, and accessibility (affordability and reach)  are some of the key reasons for consumers for not trying/regularly using plant-based meat and dairy products 

Download the report