Food production is projected to grow 70% by 2050, when the world population reaches 9.7 billion. Fish consumption alone will rise 58%. The agricultural expansion required to meet the world's hunger will increase deforestation and biodiversity loss, and accelerate climate change by increasing the release of carbon into the atmosphere.

To meet this global challenge, XPRIZE is designing a prize competition that will incentivize solutions which create white meat alternatives that replicate or outperform conventional meat in cost and access, environmental sustainability and animal welfare, nutrition and health, and taste and texture — ultimately leading to a future in which both people and the environment thrive.

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Customer Adoption Challenges

What customer adoption challenges do innovators face when placing alternative meat products in the market?

Comments

  • NickOttensNickOttens Barcelona, SpainPosts: 403 admin
    @sandrodemaio, @benhammersley, @Thunksalot, you might be able to help us answer this question. What do you think are the biggest challenges?
  • NickOttensNickOttens Barcelona, SpainPosts: 403 admin
    @CKent, you may also be interested in this issue, given your experience in global consumer insights.
  • benhammersleybenhammersley Posts: 1
    Anecdotally, the tensions don't necessarily seem to be in the minds of the consumers - the reaction to, say, the BK Impossible Whopper, or the Beyond Meat products in the supermarkets, or the Greggs Vegan Sausage Roll (which has to be made of purest deliciousonium) seem to have been overwhelmingly keen, to the point of bringing in new customers to previously avoided stores or restaurants. For me, the challenges are
    1. Shelving - where does it go in the store? Next to the meat, or in a wholly separate vegetarian ghetto?
    2. Entering markets where Meat is a cultural marker of other qualities. Manliness, or a sign of wealth or status, and so on.

    These are all contextual. I've seen every approach, even with the same products, across the US. Beyond Meat sits in the (relatively small) meat freezer in Venice, California; it is nowhere to be seen in the (proportionally half the store) meat kingdom in a supermarket outside of San Antonio, Texas. So I suspect that the challenge more a set of localized ones, rather than two or three grand issues. They might just feel like that, because no one can imagine that other people actaully really do eat differently, or conceive the semantic values of their menu choices differently.

    Either way, no one should ever lie, and try to pass off something as animal-based when it isn't. For the market, that would be as equally as bad as the opposite.

    tl;dr: It depends.
  • NickOttensNickOttens Barcelona, SpainPosts: 403 admin
    @J_D, you might have insight here as well. How does product placement and packaging affect whether or not people buy alternative meat products?
  • @benhammersley thank you for your insight regarding customer adoption challenges. You bring up interesting points - some of which have been echoed by other experts during interviews.

    You mentioned meat as a cultural marker, and you also cited the relevance of attending to local challenges. As we consider the design, what recommendations do you have for our team in terms of adopting a culturally sensitive or "versatile" approach?

    Your question around shelving is interesting. To prove a bit further: what is the optimal shelf life for an alternative meat product, given global differences in distribution process?

    My colleague @cnatan may have additional questions for you on this matter.
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