In over half of the conversations, consumers discussed alternatives to meat in general, rather than a specific product. People were much more likely to use the term “fake meat” (20% of total sample) than any other, followed by “meat alternatives” (7%) and “vegan meat” (5%).
25% of the conversations were about burger patties, such as the Impossible Burger which had the most mentions. Consumers talked about the burger after trying it at Burger King for the first time.
Plant-based chicken nuggets were the most popular chicken alternative, followed by tenders and burgers. Plant-based chicken sandwiches were often craved, searched for, or wished for.
Conversation around Greggs’ sausage roll traveled across the globe with it being the most-discussed plant-based sausage product in the US, too.
Cold cuts such as plant-based ham made up the bulk of the ‘other’ category. Fish, duck, or pork were barely mentioned at all, suggesting whitespace opportunities. Plant-based pork, in particular, is likely to be a promising area for innovation, given the popularity of conventional pork.
What about the sensory experience?
Overall, 71% of the mentions regarding sensory experiences around plant-based meat were about the taste, followed by 16% regarding the texture. Appearance (8%) and smell (5%) were the least discussed sensory categories.