Plant-based Product Rollout Guides

Key Insights

Young (25-44)

Higher income (MHI of INR 50,000+)

Well Educated (Graduates and Above)

Living in urban areas

Omnivores

• Younger (25-44), higher income (MHI of INR 50,000+), well-educated (graduates and above) people, those living in urban areas, and omnivores are the early adopters of plant-based meat in India. This cohort has a higher intent to purchase plant-based meats regularly (73% of them) and is willing to pay a price premium for plant-based meat over conventional meat (53% of them).
• Since the primary target audience comprises omnivores, the parameters for choosing plant-based meat would be similar to those of meat.
• When innovating within the smart protein segment, prioritizing the multi-sensorial experience the dish promises is key, rather than just focusing on just what the dish is. For example, while launching plant-based meat products one should ask, “What is the experience I am creating? What role does conventional meat play in this experience?” rather than, “What part of animal meat do I need to replace?” Think about fragrance, touch, and feel.
• Looking at case studies from across the globe, marketing is extremely important when it comes to driving plant-based meat consumption, and taste has to be the primary message within marketing campaigns and product promotions. Positioning plant-based chicken as flavourful and indulgent, emphasizing its meaty flavor and protein content has worked well.