A recent study by the Good Food Institute India (GFI India) highlights the growing popularity of plant-based meat and dairy products, with chicken Seekh kabab and soy milk emerging as the most tried alternatives. The report, conducted in collaboration with the Kantar World Panel, delves into consumer awareness, trial experiences, and purchasing behaviours in the alternative protein sector.
According to the report, chicken Seekh kabab stands out as the most tried plant-based meat product, followed by other favourites such as popcorn chicken, chicken samosa, and chicken biryani. In the realm of plant-based dairy, soy milk takes the lead, followed by almond milk and oat milk.
GFI India, recognized as the central expert organization in the alternative protein sector, has closely examined the evolving landscape of consumer adoption of plant-based alternatives to traditional meat and dairy. The study covers 377 products across 41 formats and 73 brands, showcasing the rapid growth in the sector over the past few years and presenting consumers with an extensive array of choices in plant-based meat, dairy, and egg categories.
The report also sheds light on consumer preferences and challenges faced by the industry. It notes that, despite the increasing popularity of plant-based options, taste remains a critical factor, with traditional meat consumption still holding a regular edge. The study emphasizes the need for continued efforts to enhance the taste of plant-based meat to bridge the gap.
The study further reveals that consumers predominantly purchase plant-based dairy and meat from supermarkets, with kirana stores being the second-largest channel for plant-based dairy sales, followed by e-commerce platforms. Soy milk emerges as the most widely consumed plant-based dairy product, with 89% of users also purchasing animal-derived dairy products.
Rajyalakshmi G, Market and Consumer Insights Advisor at The Good Food Institute India, emphasized, “To encourage trial and repeat purchases, it is crucial for manufacturers to focus on the trifecta of taste, affordability, and convenience.”
The report concludes by highlighting the current consumption patterns, indicating that plant-based options are consumed similarly to their animal-derived counterparts but are often reserved for special occasions, emphasizing the need for ongoing improvements in taste to further drive the adoption of plant-based alternatives in the mainstream market.