Real plants, please: Japanese consumers shunned plant-based meats for ‘real’ vegetables
Consumers in Japan expressed reluctance to shift to plant-based meats even as meat and fish consumption rates fall in the country, opting for ‘real’ vegetables instead.
According to research from insights firm FMCG Gurus, just 20% of Japanese consumers had opted to eat meat alternatives even when they actively attempted to reduce their meat intake, whereas the rest mostly opted to avoid this.
“In many instances, consumers would rather opt to avoid meat products completely as opposed to turn to meat substitutes,” FMCG Gurus Head of Research and Insight Mike Hughes told FoodNavigator-Asia.
“It is important to remember that the move to vegan, vegetarian and flexitarian diets is not being driven by the growth of meat substitutes - some consumers have concerns about such products, especially when it comes to taste and health (as well as affordability).”