Significant Opportunities for Plant-Based Alternatives to Real Meat, Especially in Asia and Latin America
Preference for Meat vs Plant-based by Country, 2020
(Subsample: Meat eaters, representing 91% of the global population)
Most meat-eaters globally prefer real meat to alternatives made from plants if price and taste remained equal (59% vs 41%). In seven out of the 27 countries surveyed, majorities say they would prefer plant-based to real meat, including in Argentina, Brazil, China, India, Mexico, Thailand, and Vietnam. Younger consumers who eat meat are more inclined to want meat alternatives made from plants, suggesting a growing market plant-based proteins.
- Question wording: Assuming each tasted equally good, had equal nutritional value and cost the same, which one of the following do you prefer?
- Data source: GlobeScan Healthy & Sustainable Living Report 2020 – survey of 27,000 people in the general public in June 2020.