The social value of meat in the midst of the rise of plant-based alternatives

Our global meat consumption is increasing at a time when all the indicators are in the red. What does this say about us as a society? What opportunities are left for plant-based alternatives?

For a long time reserved for Western countries, the meat diet has gradually spread thanks to the growth in the world’s population and the development of emerging countries. Meat consumption has doubled in fifty years and is expected to rise by a further 14% worldwide by 2030 (10,000kg of meat is consumed every second worldwide). Having become a symbol of prosperity and a post-war legacy when public authorities decided to promote agricultural production, meat has become an accessible product that was previously reserved for the very rich.

At a time when sustainable development has become an unavoidable topic in the news, the meat market has been singled out as one of the most polluting in the food sector, and the negative effects of the industry are much wider than we think.

The meat market raises many other issues, such as the living conditions of animals. Excessive meat consumption has also been linked to various health issues, including heart disease, cancer, and obesity. It should be noted that the risk mainly concerns grilled meat and so-called “processed” meat, i.e. meat that has been reconstituted or smoked.

Although meat alternatives such as tofu have been around for a long time and even if the environmental context mentioned above has led to a significant growth in demand (the market for plant-based meat substitutes is projected to reach $140 billion by 2030, according to a recent report by Barclays), there are still many challenges for the plant-based market.

According to Attila Pohlmann, professor of consumer behaviour, the taste perception of plant-based foods is a major obstacle that cannot be overcome by the potential ethical satisfaction felt when meat is not consumed. Vegetarian, vegan and vegan diets are often described as strict or as lifestyles that place moral values above the taste of food. Conversely, people who eat meat regularly are said to be able to make “peace with their minds” thanks to the taste of meat products, which is considered to be superior to what plant-based foods have to offer. It is therefore vital to act on people’s perceptions to speed up the transition and the new players on the market have understood the assignment!

As well as working hard on texture, taste and appearance to recruit more consumers to take advantage of the flexitarian trend, brands have come up with new, funnier, more attractive visual identities.

La Vie, for example, is a French start-up seeking to democratise plant-based bacon: they are currently the only ones to ‘reproduce’ this type of product.

Their packaging is colourful and easy to spot, and the brand’s main aim is to get closer to consumers by organising tastings or competitions to help them discover their range. Their communication strategy is highly humorous, particularly thanks to their slogan “Tout est bon sans le cochon” (Everything’s good without the pig), which is a reference to a well-known French expression.

These developments have enabled Credoc (Centre de Recherche pour l’Etude et l’Observation des Conditions de Vie) to note a 12% drop in meat consumption among the French between 2007 and 2017.

However, research suggests that there is a trend of reduced meat consumption in higher-income groups compared to lower-income groups.

Psychologist Catherine Grangeard refers to this phenomenon as “food-reward”, a mechanism common among the lower classes to compensate for a general feeling of dissatisfaction with life. There is also a certain appetite for ‘good food’, in large quantities and too rich, which is why the working classes are often singled out as the first victims of junk food. The level of education on the subject is mentioned as a differentiating criterion between individuals, in place of income level. Reducing these inequalities is also one of the biggest challenges for communication strategies.

Conclusion

The rise of plant-based alternatives to meat presents both challenges and opportunities for the food industry. While there are still significant barriers to the adoption of meat alternatives, the growing demand for sustainable and ethical food products is driving innovation and investment in this sector. As consumers become more aware of the environmental and health impacts of meat production and consumption, the demand for plant-based alternatives is likely to continue to grow if, however, we manage to correct the imbalance of information on the subject between different social categories.

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