Existing Products, New Developments, and Consumer Perspective

Motivation. Innovation in the food industry never stops, and meat alternatives are no exception. Designed to mimic conventional meat in taste, texture, and other sensory aspects, these products face persistent challenges: what is technically possible is not always what consumers want. Price and taste remain two of the biggest barriers to mainstream adoption, making it essential to understand both consumer demand and market dynamics.

​

What we do. We study the market for meat alternatives from both the demand and supply side. On the demand side, we developed the first study of consumer preferences for plant-based and lab-grown burgers, designing experimental contexts that have since been replicated internationally. We estimate price elasticities to assess whether meat alternatives act as substitutes or complements to traditional meat. On the supply side, we analyze how shifts in consumer demand affect livestock and poultry sectors and how the entry of new brands influences incumbents.