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The Market of Meat Substitutes in Germany: a Qualitative Study

  • A growing population, climate change, animal welfare and health concerns are issues with increasing relevance. They draw attention to new technologies that focus on more sustainable and healthier solutions. This thesis analyses the market of meat substitutes with the aim of getting a deeper understanding of the market drivers, what contributes to consumer acceptance and a successful market positioning. The focus lies on the factors that make meat substitutes successful alternatives in Germany. The research includes previous literature, expert interviews and a marketing mix analysis. The secondary literature is used to introduce the topic, to analyse the market drivers and to gain insights into consumer food choice behaviour, whereas the expert interviews focus on market assessment and effective company positioning. The marketing-mix analysis is conducted on the basis of purchased meat substitute products which are compared to regular meat products. The researcher included a place analysis that takes the entire German market into account, as well as a promotional analysis that highlights effective marketing strategies. Based on the findings of the thesis, it can be concluded that animal welfare, sustainability and health trends are major drivers of meat substitutes. The market is expanding and has great future potential. However, large scale consumer acceptance is highly dependent on the preferred sensory properties such as authentic taste and texture, as well as a product variety that meets German consumer preferences. All in all, the promotion of meat replacement products should focus on a combination of benefits that include both functional and emotional aspects.

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Metadaten
Author:Viola Steinmann
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Language:English
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Date of final exam:2020/02/28
Release Date:2020/03/05
Tag:Marketing; Meat substitutes; Sustainability
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG