From “Yucky” to “Yummy”: Drivers and Barriers in the Meat Alternatives Market

Apostolidis, Chrysostomos (2018) From “Yucky” to “Yummy”: Drivers and Barriers in the Meat Alternatives Market. In: Environmental, Health, and Business Opportunities in the New Meat Alternatives Market. Advances in Business Strategy and Competitive Advantage . IGI Global, Hershey, PA, pp. 1-19. ISBN 9781522573500

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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.

Item Type: Book Section
Subjects: L900 Others in Social studies
N100 Business studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Paul Burns
Date Deposited: 20 Sep 2019 09:41
Last Modified: 19 Nov 2019 09:46

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