Page through a magazine, open a newspaper, or browse online and it quickly becomes clear: plant-based eating is on the rise. Across the globe, an increasing number of consumers are choosing alternative protein products: meat, egg, or dairy products made from plant ingredients.
In North America and many Western European countries, plant-based milk sales now account for 10-15% of the total fluid milk market. Sales of plant-based meat products, while smaller, are growing quickly—rising 10-25% year over a year in a variety of countries around the world. All projections suggest that the alternative protein market will continue to grow quickly, with some research agencies projecting it will take up to one-third of the total global protein market by the middle of the 21st Century.
But just who are these consumers choosing plant-based burgers or non-dairy yogurt over the conventional animal product equivalent? What drives their consumer purchasing decisions? What alternative protein products do they enjoy most? What barriers prevent them from picking up these products, and what benefits drive them to seek out these products in the market?
Nick Cooney’s book Veganomics is a data-based deep-dive into heavy and moderate consumers of alternative protein products. It combs through hundreds of peer-reviewed academic studies, marketing research reports, and other quantitative and qualitative studies to look at what drives people to purchase alternative protein products.
Veganomics is intended as a textbook meant to give entrepreneurs, advocates, and others in the industry comprehensive, data-based insight into heavy consumers of alternative protein products, as well as insight into how to increase the proliferation of these products in the marketplace.
You can see more about Veganomics on its Amazon.com page
Below are downloads to free content from Veganomics (downloads are in PDF format)
- Chapter Eleven — Meat 2.0: What Vegetarians and Meat-Eaters Really Think of Vegetarian Meats
- Works Cited
You can also view more content from Veganomics on its Google Books page.
Nick Cooney is also the author of Change of Heart: What Psychology Can Teach Us About Spreading Social Change (2011) and How To Be Great At Doing Good: Why Results Are What Count and How Smart Charity Can Change The World (Wiley, 2015).
You can learn more about Nick’s books on the following sites:
Sample Media Articles and Links On Veganomics and Nick’s Work On Plant-Based Foods