Investigating the motivations driving meat analogue purchase among middle-income consumers in Mbombela, South Africa

Meat analogues are becoming widely accepted in high-income countries as substitutes for meat. As consumer acceptance of faux meat is beginning to follow a similar trend in South Africa, this study investigated the aspects of the product’s positioning that could be used to further grow the product’s market. Using data collected from 130 middle-income consumers in Mbombela, the study determined consumer perceptions of meat analogues. These were measured using composite indices extracted using principal component analysis, and these indices were regressed against the consumers’ purchase probability of meat alternatives. The study’s results showed that meat alternatives were perceived as a pricey symbol of class and status. This was found to have a two-sided effect on consumer behaviour. On one hand, the products' position encouraged purchase among the survey respondents and encouraged them to recommend the products to their peers and on the other, it discouraged consumption with their families. As this finding shows that meat analogues remain niche products in the study area, the study offers recommendations on ways to improve product performance in the niche market. It also suggests changes in the products’ marketing that could assist in launching them into the mainstream food market of South Africa.