Consumer behavior can be known as the patterns and attitudes that consumers have while purchasing a product or a service. Depending upon the market conditions and the change in the environment, consumer behavior changes. In the present time, most often people are seen to be inclined to vegan objects and avoiding products or services which are made from animals. In the following essay, there would be a discussion regarding Beyond Meat, how it addressed the customer consumption pattern and how the CEO of the company, Ethan Brown found alternatives to meat.
Many customers are moving to goods and services that are more environmentally sustainable and ethically responsible, representing a change in consumer standards that has been witnessed in several nations. By focusing on the impetus behind conventional sustainable consumerism, buyers may integrate ethical practices into their everyday consumption while possessing little knowledge or comprehension of the principles they are investing in. As per the discussion of Guthrie, Mancino, and Lin (2015), ethics is a set of moral standards that affect how individuals and organizations think critically. Ethical behavior refers to the deliberate application of moral principles, or fundamental rights and wrongs, to evaluate the product, actions, and procedures in the company. Any type of unlawful behavior can easily result in failure for businesses trying to boost their brand reputation and establish long-term trust and bonding with consumers. Customers would not want to believe their favorite brands are misleading them. Companies may build a relationship of stability among their consumers by using moral advertising. As per the discussion of Austgulen et. la (2018), if a company makes changes to its promotional promises, it reflects well on the business as a whole. It can give the indication that the company cares about the reliability of its goods and the quality it offers to its users. Any ethical marketing campaign should start with a detailed evaluation of the company, its clients, and the industries in which it operates.
Many consumers were searching for ethical and socially responsible protein sources and also products with high nutritional quality, which was particularly significant until it related to the meat they ate. As a result, many consumers considered a multitude of elements before settling on the meat products they would consume. From summer picnics and festival dinners to the regular readymade foods like hot dogs at sports events and chicken nuggets, meat played an important role in American culture and community. As per the discussion of Kim (2017), Beyond Meat thus decided that it would have to make the plant-based "meat" culturally and economically appealing, suggesting that a meat replacement may be manufactured and sold cost-effectively. It would also involve Beyond Meat to examine how its new substitute compared to animal protein in terms of appearance, smell, taste, presentation, and nutrient benefits, as an experiment. It will also mean assessing whether to include environmental or ethical reasons in advertising, as well as marketing strategies and consumer segments. The CEO of the company leased an extra kitchen area in a cafe, manufactured plant-based protein sources from Asia, and packaged and sold them to Whole Foods Market in 2009 (Walker 2021). To address the problem of producing food environmentally sustainable, he experimented with different meat alternatives, focusing primarily on vegan foods. After meeting with Dr. Fu-Hung Hsieh and Harold Huff, two researchers at the University of Missouri who have been focusing on developing a soy protein separation technique to build meat-like products, he made a major discovery.
According to Sexton (2016), finding a niche market and gaining a powerful position as a competitor in that market is a traditional road to success for several new enterprises. There are always parts of the community with unmet needs for a specific product or service. This is the field where a growing corporation will enter into a business. By delivering a one-of-a-kind good or service that addresses an user's unfulfilled demand. The commodity should be in high enough demand for the company to benefit from it. As per Walker (2021), the business must evaluate the competition and perform a comprehensive market analysis in order to determine competition. Since customer awareness of the brand is poor, marketing is maybe more essential for niche companies than just about every other form of company. Having the right communication with the right form of client or customer and convincing them why they require the product is the difference between success and failure.
As per the discussion of Stubbs, Scott & Duarte (2018), consumer interest was also drawn to studies suggesting that consuming meat was detrimental to both individuals and society. The Double Food and Environmental Pyramid compared the environmental impacts of different food groups to their nutritional content, concluding that vegetables and fruit had the smallest emissions while red meat had the biggest. The corporation's main priority was on this. The manufacturer's philosophy would be to use the plant - based foods as the basis for a commodity that mimicked the main structural integrity of meat products. According to Carfora, Case and Conner (2017), the intention was to produce a final commodity that looked, tasted, and felt like actual meat. Beyond Meat products, on the other hand, offered superior quality, with about the same protein content as traditional meat but with reduced fat. The majority of Beyond Meat's expenditures were for Research and Development and promotion of these fresh, innovative, and healthy foods. The company claimed that R&D gave it a long-term comparative benefit and that this would intend to do just that. Beyond Meat's problems, on the other hand, went beyond commercial advertising. The meat substitute market was rapidly developing due to health and environmental issues. Future customers may be less worried with a product's ability to imitate the texture and taste of meat due to demographic shifts. When developing and selling new items, Beyond Meat will have to address these problems.
Brown leased extra wall space in a restaurant, manufactured vegan meat substitutes from Asia, and packaged and marketed them to Whole Foods Market in 2009. Originally, the items were only available at Whole Foods Store, but by 2014, they were available in 5,000 locations throughout the world (Walker 2021). The prices of Beyond Meat items were equivalent to standard roasted chicken strips and crushed beef. Beyond Meat sold to both the commercial and restaurant markets, as well as hotels. Although the retail sector was considerably larger than the business segment, the business planned to develop the latter in the future. The business was mainly focused on the US market, with ambitions to expand internationally into Europe and Asia when the market and timing were necessary. Beyond Meat's potential audience consisted predominantly of vegans and vegetarians; expanding beyond this segment offered another potential for advancement.
The new vegan items are targeted at a far wider audience than the 1990s' emaciated vegan representations. They are targeted at the general public and are motivated by three big value systems consumer patterns. Since meat replacement products have no cholesterol and less unsaturated fats, the latest nutrition and fitness pattern indicates that they are considered healthier. Consumers are increasingly concerned about environmental sustainability, and animal-based food processing uses a lot of resources. People used to turn from wheat flour foods to high-value foods that also included more fish and meat as their incomes increased. . As per the discussion of Sanchez- Sabate and Sabate (2019), many consumers were searching for responsible and ethical protein sources, as well as products with high nutritive quality that were particularly critical when it came to the food they ate. As a result, many consumers considered a variety of characteristics before settling on the products they would consume. Some people have opted to eat more chicken instead of red meat. More consumers (51%) shared an affinity for and willingness to pay a price for companies that promote animal rights by purchasing organic, unrestricted, or vegetation products. Furthermore, there was an increasing commitment among American consumers to be more environmentally conscious and, as a result, consume less animal protein in general (Walker 2021).
The meat substitute industry was also affected by demographic shifts. According to a 2013 Mintel survey, 45 percent of animal flesh consumers aged 18–24 preferred meat substitutes since they liked the taste, relative to just 31% of all consumers (Walker 2021). This indicated that younger customers, who were more likely to have grown up consuming meat substitutes, were less worried about a commodity that tasted and felt like real meat. They increased their research and innovation budget. Consumer awareness was also drawn to studies suggesting that consuming meat was detrimental to both humans and the environment. The Double Food and Environmental Pyramid compared the environmental footprint of different food groups to their nutritional content, concluding that foodstuffs like vegetables had the smallest footprints while animal protein had the biggest. This study showed that there was a clear link between diet and environmental damage: the best healthy products were also one of most ecologically responsible, and vice versa. In addition, according to a 2013 consumer study, only 7% of respondents identified as vegetarians, while 36% said they used meat substitutes. Less than half of the 36 percent who ate meat substitutes did so in place of actual meat, and 16 percent ate meatless dishes in addition to meat (Walker 2021).
Thus from the above discussion it can be concluded that the consumers in the modern times are more health conscious as well as are aware regarding the environmental damage. There have been many studies which state that more number of customers and consumers are getting converted into vegans, by fining substitute and alternatives to the animal proteins in their food, as well as in their use of other products. In the above discussion, thus it has been seen that the Beyond Meat had been a manufacturer of animal protein which through its research and development had effectively found a substitute for the red meat. It has been promoted, distributed and marketed to various places, including Asia and others, only after researching about the market conditions, and the changes in the consumer behavior. Ethical motivation has allowed the people to change their behavior patterns into becoming vegan, so that they can reduce the environmental footprint ad save the livestock, for the future generation.
Austgulen, M.H., Skuland, S.E., Schjøll, A. and Alfnes, F., 2018. Consumer readiness to reduce meat consumption for the purpose of environmental sustainability: insights from Norway. Sustainability, 10(9), p.3058.
Carfora, V., Caso, D. and Conner, M., 2017. Correlational study and randomised controlled trial for understanding and changing red meat consumption: The role of eating identities. Social Science & Medicine, 175, pp.244-252.
Guthrie, J., Mancino, L. and Lin, C.T.J., 2015. Nudging consumers toward better food choices: Policy approaches to changing food consumption behaviors. Psychology & Marketing, 32(5), pp.501-511.
Kim, J.E., 2017. Fostering behaviour change to encourage low-carbon food consumption through community gardens. International Journal of Urban Sciences, 21(3), pp.364-384.
Sanchez-Sabate, R. and Sabaté, J., 2019. Consumer attitudes towards environmental concerns of meat consumption: A systematic review. International journal of environmental research and public health, 16(7), p.1220.
Sexton, A., 2016. Alternative proteins and the (non) stuff of “meat”. Gastronomica, 16(3), pp.66-78.
Stubbs, R.J., Scott, S.E. and Duarte, C., 2018. Responding to food, environment and health challenges by changing meat consumption behaviours in consumers.
Walker, F., 2021. BEYOND MEAT: CHANGING CUSTOMER BEHAVIOUR IN FOOD CONSUMPTION. Ivey Business School Foundation.
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