Which criteria do non-dairy milk drinks, vegetarian meats and cultured
meats have to satisfy before they are accepted by consumers? What
advantages must they offer us in order for them to be a success on
the market?
Taste
Aim: Future Food – must taste better, or at
least as good as meat, dairy products and eggs derived from animals.
To put it in a nut shell: What any form of vegetarian meat, cultured
meat, egg replacement products or non-dairy milk drinks products,
have to do is completely satisfy the taste preferences of the majority
of the population. It is very probable that taste is the most important
key to success, and at the same time, one of the biggest challenges.
Note: It should be pointed out that talking about "taste"
also considers the texture of the product and how filling or satisfying
it is to eat.
Price
Aim: Future Food – must be cheaper than conventional
meat, milk or eggs which are derived from animals.
The wasting of resources inherent in producing animal products makes
them in principle costly. Generous subsidies and reducing the quality
of animal products through the implementation of intensive farming
makes animal products “appear” cheaper. Therefore it stands
to reason that it must be possible to produce animal-free products
at less cost than products from killed animals. This is an essential
criterion: Cheaper than conventional meat!
In the initial stages producing cultured meat is cost intensive. It
would therefore make sense to start with an expensive delicatessen
product such as “foie gras”: this would make it possible
to achieve a competitive price. An in-vitro “foie gras”
would be healthier and without the massive amount of associated animal
cruelty involved in production.
Marketing / Target groups / Advertising
Aim: Future Food – must appeal to the majority!
Until now, animal-free foods have only been aimed at particular target
groups. The existing products have been developed with health-conscious
people or vegetarians in mind. However, it is essential that future
products, which are superior to animal products, have the widest possible
audience as target group, not just a small segment. Advertising and
marketing going into future products should not, under any circumstances,
be geared to the vegetarian market.
Health
Aim: Future Food – will be healthier than
animal products.
Vegetarian meat, non-dairy products, egg replacement products as well
as cultured meat need to be healthier for humans than animal products.
Animal epidemics such as BSE and bird flu (avian influenza) as well
as antibiotic resistance and salmonella should cease to be problems.
It should be possible during production to make it easier to control
the combination of amino acids or fatty acids or for example, to omit
cholesterol. As far as health is concerned, it would be relatively
easy to outperform animal products. Further
information about the health disadvantages of animal products.
Shelf life / Hygiene
Existing animal-free products, such as soya milk drink, tofu or
vegetarian sausages, always have a longer shelf life than their equivalent
animal based products. Due to this fact there are many savings to
be made in production, transport and sales, for example, by making
cold chains unnecessary in many cases. Usually, spoilt animal products
are by far a greater health risk than spoilt animal-free products.
These are weighty advantages for the food industry and the end-user
alike, which have yet to be fully recognised and realised.
Study
on Consumer Acceptance (Dutch PROFETAS-project). Note: On this
site, NPF (Novel Protein Food) is used for vegetarian meat.
Soyfoods -
Sales and Trends (SANA, USA).
Merchandising
Soyfoods (SANA, USA).
Vegetarian
Consumer Trends Reports (Cultivate Research).
Upward
Trend In Meat Substitute Sales (by Lily Naylor, 2012).
