Plant Based Meat Is Too Generic, Says Study on How Culture Shapes Eating Habits

A new study about consumers in Singapore and the UK illustrates the importance of culture when assessing people’s motivations for eating plant-based meat, with clues for brands on how to leverage the cultural contrast.

Plant-based meat had a strange year in 2024. There’s no denying that it was a tough landscape for this group of products, which received heightened criticism for being ultra-processed and were the subject of an anti-vegan, pro-meat backlash in several parts of the world.

Several manufacturers were forced to make cutbacks in staff, retool their business focus, or even shut down, while others consolidated their operations through mergers and acquisitions.

Despite these setbacks, however, on a global level, retail sales of plant-based meat jumped by 4% in 2024, totalling $6.1 billion. That was dominated by Europe, which made up over half of all purchases of meat alternatives. Asia-Pacific, however, only accounted for 6% of sales.

That contrast is highlighted in a new study led by the Singapore Institute of Food and Biotechnology Innovation, which found that “consumers in Singapore, despite having similar consumption as those in the UK, may be experiencing more barriers in sustaining plant-based meat alternatives” in their diets.

How do cultures affect plant-based consumption?

In the study, published in the Future Foods journal, researchers asked frequent consumers of plant-based meat (those who eat them at least once a week) about what drives or stops them from eating it, their satisfaction with such products, and their attachment to conventional meat.

While the consumption levels between Brits and Singaporeans were similar, the patterns and motivations were vastly different. For example, participants in the UK ate plant-based meat more than once a week on average, compared to less than once every week in Singapore.

Further, Brits mostly purchased plant-based meat in supermarkets, while restaurants were the most common points of sale for these products in Singapore.

There were even more significant differences when it came to the motives and barriers of eating meat analogues. People in the UK were more likely to show higher agreement with motivational statements suggesting that they know how to cook these products, can find them conveniently, have other members in the family who eat them, and crucially, could afford them.

Singaporean consumers showed greater alignment with barriers. They were more likely to say plant-based meat was too costly and difficult to prepare, and to cite a lack of variety and information about these products.

The flavour of meat alternatives was the most important product attribute in both countries; this was followed by sustainability and affordability in the UK, while in Singapore, price and ingredients mattered most. Consumers in the latter also valued the impact of nutrition and health much more.

“Consumers in the UK placed more importance on ecological welfare and political values when making food choices while consumers in Singapore were less concerned about the background of food and valued the impact of food on their body (e.g., health) more,” the researchers stated.

“Additionally, consumers in Singapore also placed more importance on familiarity and alignment with religious values when making food decisions, as compared to Western countries.”

How brands can tailor plant-based meat to meet cultural differences

So how can plant-based meat brands leverage these preferences to attract consumers across different cultures? For starters, they must tailor their offerings to local palates and demand.

In both countries, vegan chicken is the most consumed meat analogue, but in the UK, plant-based beef is highly popular too, while seafood alternatives are not. This is because while Brits want more vegan seafood options like crab and prawns, they don’t think these alternatives have “nailed the fishy flavour or texture” so far.

In Singapore, the consumption levels of beef, pork, and seafood analogues are middling, showcasing locals’ affinity for plant-based chicken over the rest. In addition, they’re on the lookout for more whole-cut meat alternatives.

The results suggest that brands should target the supermarket route in the UK (and highlight environmental claims more prominently on packaging), as this is where consumers are most likely to buy plant-based meat. In Singapore, the major focus should be on foodservice instead, while packaged products should emphasise the health benefits.

Participants from both countries bemoaned the price gap between plant-based and conventional meat, highlighting an immediate point of action for manufacturers and retailers. Singaporeans were additionally concerned about the lack of micronutrient fortification in certain products, and some Brits complained of the taste and texture of products like seafood and bacon (partly due to a freezer burn effect when they’re in stock for too long).

At the same time, some consumers who don’t eat meat dislike the fact that most vegan alternatives are too realistic, prompting the need for brand to diversify their offerings to spotlight whole foods more. This is already happening in the UK, with new-format plant proteins like Oh So Wholesome’s Veg’chop and the Super Superfood by meat alternative brand THIS.

This dovetails with concerns about ultra-processing, which are prevalent in both Singapore and the UK. Respondents felt that this makes plant-based meat unhealthy, thanks in part to the use of additives and high levels of fat, sodium, and salt – this has led many to “balance” meals containing these alternatives with “other nutritious accompaniments”.

The authors make an “urgent call” to stakeholders to reformulate meat analogues to support regular consumption and increase scientific research to provide clear evidence on their health benefits.

Meanwhile, greater availability and affordability, as well as a wider variety of options, are key areas for improvement. “Effective communication strategies and educational interventions could be useful in building trust with consumers while enabling them to make informed choices on their plant-based meat alternative purchases,” the study said.