Consumer Preferences and Behaviors in the Plant-Based Meat Substitute Market in Poland

Anna Wójcik

Abstract


Theoretical background: The growing popularity of plant-based diets reflects broader changes in consumer values and priorities, including ethical concerns, environmental sustainability, and health awareness. These shifts have driven the expansion of the plant-based meat substitute market, which challenges traditional food consumption patterns and redefines modern dietary choices.

Purpose of the article: This study aims at analyzing consumer preferences and behaviors in the Polish plant-based meat substitute market. It explores key motivations, barriers, and influencing factors related to purchasing decisions among vegetarian and vegan consumers, while also identifying areas for potential market development.

Research methods: The study employed an exploratory approach and was conducted using an online survey (CAWI method) among 220 respondents following vegetarian or vegan diets. The research tool enabled data collection on shopping habits, motivational factors, and barriers to choosing plant-based meat substitutes.

Main findings: The results suggest that the main factors motivating consumers to choose plant-based alternatives are concerns about animal welfare, ecological factors, and the perception of these products as healthier compared to conventional meat. The study also examined barriers hindering market development, such as high prices, insufficient availability, and differences in the sensory qualities of the products. The findings reveal that consumers most often make purchases in supermarkets and hypermarkets, primarily considering the quality, price and availability of the products. An important conclusion is also the respondents’ identification of shortages in specific product categories, such as plant-based fish substitutes and raw meat alternatives, as well as the need to improve their sensory properties. The conclusions drawn from the study are of significant importance for producers and organizations promoting plant-based diets. They highlight the need to increase product availability and diversity, as well as the necessity to reduce price barriers. The research results may contribute to the popularization of plant-based meat alternatives, which, in turn, supports sustainable development and promotes healthy eating habits.


Keywords


consumer behavior; plant-based meat substitutes; food market; vegetarianism

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References


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DOI: http://dx.doi.org/10.17951/h.2025.59.4.199-216
Date of publication: 2025-12-16 14:35:42
Date of submission: 2025-02-28 20:57:54


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