TY - CHAP
T1 - From “Yucky” to “Yummy”
T2 - Drivers and Barriers in the Meat Alternatives Market
AU - Apostolidis, Chrysostomos
PY - 2018/12/28
Y1 - 2018/12/28
N2 - Worldwide, a growing range of meat alternative products are being developed and introduced in the market, taking advantage of the increasing health and environmental concerns, technological advances, and the overall rising profile of meat-free diets. This chapter reviews market research and academic literature to identify the market drivers and barriers that will affect the future of new meat alternative products, from a business, consumer, and policy perspective. Key barriers discussed include lower perceived quality, increasing competition, unrealistic consumer expectations, and ineffective marketing strategies. On the other hand, raising the profile of meat alternatives, technological advances, and increasing interest from consumers, investors, and policymakers can support the market success of meat alternatives. The chapter concludes with a discussion on the way forward and the strategies and interventions that can lead to a stronger position of meat alternatives in the food market.
AB - Worldwide, a growing range of meat alternative products are being developed and introduced in the market, taking advantage of the increasing health and environmental concerns, technological advances, and the overall rising profile of meat-free diets. This chapter reviews market research and academic literature to identify the market drivers and barriers that will affect the future of new meat alternative products, from a business, consumer, and policy perspective. Key barriers discussed include lower perceived quality, increasing competition, unrealistic consumer expectations, and ineffective marketing strategies. On the other hand, raising the profile of meat alternatives, technological advances, and increasing interest from consumers, investors, and policymakers can support the market success of meat alternatives. The chapter concludes with a discussion on the way forward and the strategies and interventions that can lead to a stronger position of meat alternatives in the food market.
U2 - 10.4018/978-1-5225-7350-0
DO - 10.4018/978-1-5225-7350-0
M3 - Chapter
SN - 9781522573500
SN - 9781522586579
T3 - Advances in Business Strategy and Competitive Advantage
SP - 1
EP - 19
BT - Environmental, Health, and Business Opportunities in the New Meat Alternatives Market
A2 - Bogueva , Diana
A2 - Marinova, Dora
A2 - Raphaely, Talia
A2 - Schmidinger, Kurt
PB - IGI Global
CY - Hershey, PA
ER -