Cactus Fields

Case study

Alternative Protein Adoption in South Africa

We partnered with Credence Institute (Stellenbosch, South Africa) to conduct a consumer survey. The aim was to assess the adoption potential of alternative proteins in South Africa.

Methods

  • The study included 1,087 participants ages 18-61 and was nationally representative in terms of age, gender, race, and income.

  • For both plant-based and cultivated meat, we segmented our analysis by early adopters (high likelihood of purchasing) and by generational categories.

What is the potential for adoption?

  • Plant-based meat: 67% were highly likely to try, 59% were highly likely to purchase, and 31% were highly likely to pay more.

  • Cultivated meat: 60% were highly likely to try, 53% were highly likely to purchase, and 30% were highly likely to pay more.

  • Younger generations were the most enthusiastic: born-frees and millennials were more likely to try and buy both plant-based and cultivated meat than Gen X.
     

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Who will purchase alternative proteins?

  • Having prior familiarity with the technology was the best predictor of purchase intention

  • Consumers who were highly motivated by health, local food security, and environmental benefits were the most likely to purchase.

  • Generally, sociodemographic characteristics were not important predictors of who will purchase; early adopters were quite similar to the general population.
     

What is the potential market share?

  • When asked to imagine a future in which plant-based, cultivated, and conventional meat were all readily available, consumers estimated their yearly meat intake to be split fairly equally among the three meat types.

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Learn more

The article was published in the peer-reviewed journal, Frontiers in Sustainable Food Systems, and can be freely downloaded.