Better for you, not best for you: Consumers in South America want products that they deem to be guilt-free and conveniently nutritious

The power of plants: Consumers in South America are switching to plant-based alternatives that are deemed healthier and more sustainable

In recent years, a growing proportion of consumers in South America have looked to reduce or eliminate meat and/or dairy from their diets, which has primarily been done for health and sustainability purposes. Consumers are conscious about the environmental implications of cattle farming and issues such as greenhouse gasses, especially as they become more concerned about the state of the planet in general. Meanwhile, excessive intake of meat (especially red meat) is associated with health problems such as hypertension, whilst excessive dairy is associated with high intake of ‘bad’ ingredients such as fat. In the wake of COVID-19, consumers have also become more conscious about animal welfare issues, especially when it comes to produce imported from certain countries around the world.

The desire to reduce meat and dairy intake has resulted in the growing popularity of plant-based meat and dairy products in the region. Although the market in South America is not as big as markets in North America and Europe, more and more consumers who identify themselves as vegan, vegetarian, or flexitarian are seeking out such products because they are deemed to be environmentally-friendly, healthier, and natural. Like any health and wellness trend, the pandemic has intensified demand for such products.

Despite their best intentions, consumers can often struggle to stick to dietary plans. Better-for-you products can often be associated with compromise and sacrifice, and consumers are unwilling to compromise on sensory appeal. Some consumers in South America can also be conscious about the taste and texture of plant-based products, which will make them reluctant to purchase these, irrespective of their attitudes towards health and the environment. If the plant-based market is to continue to become more mainstream, it is crucial that products are seen to replicate the experience of eating/drinking animal produce from a taste and texture perspective.

When launching plant-based products, it is also important that brands are not seen to be making misleading claims in relation to how healthy or natural products are. As already mentioned, consumers are becoming more sceptical to the practices and policies of brands in general, and are scrutinising claims made by brands with greater intensity. If brands are seen to be making misleading claims, it is something that could potentially result in an industry backlash.

Proportion of consumers who follow a diet around meat avoidance or elimination (2019/2020)

24% 47%

38%

Argentina Brazil

Source: Meat and plant-based protein survey, Q3 2019/Q2 2020 (4,000 respondents)

Chile

Top five reasons for following a diet around meat avoidance (2019/2020) South America Those who follow such a diet

I associate eating less meat with being healthier Environmental concerns

Price of meat is too high Concerns over animal welfare

I believe eating meat leads to weight gain 35% 52%

49%

46% 63%

Source: Meat and plant-based protein survey, Q3 2019/Q2 2020 (4,000 respondents)