More than half of Brazilian consumers identify as flexitarians, ADM research highlights

02 Dec 2020 --- ADM’s research on the eating habits of Brazilian consumers has demonstrated a shift in plant-based appetites “from niche to the day-to-day.” According to the survey, 52 percent of these consumers identify as flexitarians – people whose diets comprise a mix of meat- and plant-based proteins.

“This research sheds light on the consumer of alternative proteins and proves how vibrant and promising this market is, in addition to providing insights for the food industry to understand the best way to present its products to this consumer, who is eager for new options [translated from Portuguese],” says Alessandra Mattar, human nutrition marketing manager LATAM at ADM.

In line with Innova Market Insights’ “Plant-Forward” Top Trend of 2021, health is pegged as the main factor that encourages South American consumers to increasingly purchase plant-based.

Brazilian consumers are not only interested in plant-based hamburgers, but are also open to new options, such as premade vegetable-based snacks.Inclination toward plant-based repeat purchases
During the qualitative stage, which took place at the end of July, four discussions were held in specific panels in which the audiences were separated into groups: vegans, vegetarians, flexitarians and rejectors of products derived from plants.

One of the factors discovered by ADM is that consumer interest in alternative proteins is high, reflecting consumer intention to experiment and to return to the product tested. 

More than five in ten respondents have already consumed plant-based products, 32 percent would consume these again, and 18 percent said they consume always or occasionally. 

The data also revealed that 45 percent have never tried products based on vegetable protein, but 42 percent are interested in experimenting with it.

“In relation to plant-based sandwiches, 29 percent of consumers have tried it, 16 percent would consume again, and 11 percent said they consume always or occasionally,” Mattar details.

Barriers to repurchasing
ADM’s research highlights factors that can frustrate plant-based consumers and lead them to reject this type of product.

Even if flexitarians are not familiar with all the plant-based options available, the company underscores they are less inclined toward repurchasing any meat analog if they “feel cheated.” For instance, it is essential for a brand to deliver on its promises of meat-like texture and flavor if that is what is advertised.

“There is a risk of frustration that can impact the decision and choice process. So, if it is not possible to have a product [identical to meat], many flexitarians prefer those that do not intend to imitate [meat], but that have their own identity of flavor and texture,” explains Mattar.

“It is necessary to comply with expectations and bring the consumer closer. There is also plenty of room for innovation by offering different combinations of vegetables, flavors and textures, so there is no need to stick to just one option.”

The main eating occasions plant-based meat substitutes were highlighted as lunch and dinner. Meal occasions for plant-based consumption
In the second quantitative stage, the main eating occasions plant-based meat substitutes were highlighted as lunch and dinner. 

The company highlights that consumers are not only interested in plant-based hamburgers, but are also open to new options, such as premade vegetable-based snacks, bringing a clear association between the search for convenience and indulgent food.

Meanwhile, creating a value proposition through the use of phrases such as “the healthy natural” or “gourmet rustic” is highlighted as an appealing way to showcase aspects such as “healthiness, lightness and tradition.”

“Plant-based products must deliver healthiness, flavor, texture and indulgence. There are many opportunities for companies to communicate better and offer products that are more in line with the expectations of the different consumer profiles of these products,” concludes Mattar.

In recent plant-based NPD, ADM launched two textured pea proteins within its Arcon T portfolio – Prolite MeatTEX textured wheat protein and Prolite MeatXT non-textured wheat protein. 

By Benjamin Ferrer