From “Yucky” to “Yummy”: Drivers and Barriers in the Meat Alternatives Market

Chrysostomos Apostolidis

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Worldwide, a growing range of meat alternative products are being developed and introduced in the market, taking advantage of the increasing health and environmental concerns, technological advances, and the overall rising profile of meat-free diets. This chapter reviews market research and academic literature to identify the market drivers and barriers that will affect the future of new meat alternative products, from a business, consumer, and policy perspective. Key barriers discussed include lower perceived quality, increasing competition, unrealistic consumer expectations, and ineffective marketing strategies. On the other hand, raising the profile of meat alternatives, technological advances, and increasing interest from consumers, investors, and policymakers can support the market success of meat alternatives. The chapter concludes with a discussion on the way forward and the strategies and interventions that can lead to a stronger position of meat alternatives in the food market.
Original languageEnglish
Title of host publicationEnvironmental, Health, and Business Opportunities in the New Meat Alternatives Market
EditorsDiana Bogueva , Dora Marinova, Talia Raphaely, Kurt Schmidinger
Place of PublicationHershey, PA
PublisherIGI Global
Number of pages20
ISBN (Electronic)9781522573517
ISBN (Print)9781522573500, 9781522586579
Publication statusPublished - 28 Dec 2018

Publication series

NameAdvances in Business Strategy and Competitive Advantage
PublisherIGI Global
ISSN (Print)2327-3429
ISSN (Electronic)2327-3437


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