The World Meatless Day, which appeared in 1985 in the United States with the NGO FARM, is already a consecrated date in the vegetarian movement calendar and is celebrated on March 20th.

All over the world, groups carry out actions to raise awareness about the impacts that meat consumption brings and the various benefits of a diet based on fruits, vegetables, grains and vegetables.

Here in Brazil, the Flexitarian movement – ​​focused on a reduced diet of animal foods – has opened up opportunities in several segments, including the meat market. It is a real option to increase the food pattern.


Market Numbers

Market research by Euromonitor has shown that demand for plant-based meats continues to grow, with this market valued at US$20.7 billion in 2020 and expected to grow by US$23.2 billion by 2024.


Obstacles and challenges for the expanding market

Among the main challenges for the global expansion of the plant-based meat market are:


  • Cultural barriers;
  • Objections from the meat industry;
  • Price/availability of consumer products.


Cultural barriers

According to a survey by the Organization for Economic Cooperation and Development – ​​OECD, Brazil is the third largest beef consumer market on the planet. But, according to a survey carried out by The Good Food Institute Brasil (GFI) and Ibope, half of Brazilians reduced their meat consumption in 2020.


The result shows that cultural barriers have been overcome and the plant-based protein market is gaining more traction in the country.


Objections to the Herbal Meat Market

With regard to objections from the meat industry, the Brazilian scenario follows the trend of the United States and Europe and revolves around product labeling. The use of terms such as “meat” and “milk” has heated debates among lawmakers.


Price/availability to the consumer

According to a study released by the company Ingredion in partnership with the consultancy firm Opinaia, the main factor for refusing to buy plant-based food is related to the high prices, compared to products of animal origin.


In this context, the price seems to be the biggest obstacle to the expansion of the consumption of plant-based meat.


In addition, distribution is limited, compromising availability to consumers and highlighting that we still have a long time to go before the vegetable meat market approaches that of animal meat, in terms of price and availability.


MasterSense has a portfolio of ingredient solutions aimed at the Plant-Based market. Talk to our team and find out how we can help.


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