A study of 2,100 US consumers found that price is the most important factor in acceptance of plant-based meat alternatives, not similarity to real meat. When priced equally, most preferred real meat. However, if alternatives were significantly cheaper (around half the price), sales could double. Men were surprisingly more price-sensitive than women. Only about 1/3 of respondents completely refused plant-based options. The findings suggest offering a variety of alternatives at lower prices could increase sales.
Source: People prefer meat alternatives if they are significantly cheaper than real meat, study shows