For alternative protein products it’s all about πππ¬ππ, πππ¬ππ, πππ¬ππ! Like real estate has the top three of location, location, location, for food it’s all about the taste. Yet another study, this time from Sweden’s UmeΓ₯ University, shows that at 87% taste of alternative proteins is the prime factor driving food choices.
ππ°π¨ π¨ππ‘ππ« π€ππ² ππ’π§ππ’π§π π¬
1. Price parity could be more successful in driving adoption of alternative protein products than being cheaper. From my perspective it’s about a staged pricing approach. The first is a premium, the second being cost competitive, and the third is being cheaper once trust in the products has been achieved. Until then, as the study says, it’s about perceived value. From a consumer perspective, if it’s cheaper then how can it be as good?
2. Consumers want easy to use products. They need to be drop in or “plug and play” alternatives to what people are familiar with cooking. Again it’s a staged approach. Once people are familiar with a product they’re more likely to experiment.
Get these three attributes right and you have a successful product.
Some companies, who shall not be named, need to just make tasty products people want to eat rather than banging on about the healthiness and sustainability of their products.
