From Hype to Habit: The Story of Plant-Based Meat Products Unfolds

Abstract

The study found that consumers who try plant-based meat alternatives (PBMAs) are much more likely to buy them again, showing strong habit formation rather than one-time curiosity. However, households that frequently buy ground beef are significantly less likely to purchase PBMAs, indicating limited crossover from loyal meat consumers. The study also found that PBMAs are often purchased alongside meats like ground turkey, suggesting they complement rather than replace traditional meats in many households.