UK and USA alternative proteins consumer consumption behaviours and product preferences

Abstract

This study is part of a research programme entitled Unlocking Export Prosperity from the Agri-food Values of Aotearoa New Zealand. It is funded by the Ministry of Business, Innovation and Employment (MBIE) Endeavour Fund for science research programmes. The research aims to provide new knowledge on how local enterprises can achieve higher returns by ensuring global consumers understand the distinctive qualities of the physical, credence and cultural attributes of agri-food products that are “Made in New Zealand”. Food exports are an important contributor to the New Zealand (NZ) economy and both the United Kingdom (UK) and United States of America (US) are established as important destinations for New Zealand's food product exports. It is critically important for NZ exporters to understand export markets and the different cultures and preferences of those consumers to safeguard market access, and for realising potential premiums. Alternative protein products have emerged as a significant alternative to traditional protein sources such as meat or fish, driven in part by changing consumer preferences and the ecological and climate impacts of traditional livestock production systems. While the rise of alternative protein products has been projected to decrease the global market share for traditional meat products into the future, they also represent a significant opportunity for New Zealand producers and exporters to diversify their offerings, capture additional market share, as well as capture potential premiums for the attributes of these products. This report describes the application of a survey of UK and US (Californian) consumers regarding their consumption of alternative protein. While search attributes such as price or colour can be observed directly, and experience attributes such as flavour or texture can be assessed when consumed, credence attributes such as environmental sustainability cannot be immediately seen or experienced at the point of sale. For products promoting credence attributes, the role of verification including labelling is of significant importance.