Key Insights

Young (25-44)
Higher income (MHI of INR 50,000+)
Well Educated (Graduates and Above)
Living in urban areas
  • 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.

These insights are shaped by pairing qualitative and quantitative consumer research done by India by GFI along with the learnings, we’ve seen from market rollouts in the plant-based seafood space, both in India and other countries.

Plant-based Seafood Guide
Plant-based Chicken Guide
Plant-based Mutton Guide