The company finding answers to big alt-protein questions - Bryant Research
Oct 31, 2023
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Chris Bryant, founder of Bryant Research, a leader in alt-protein research, dives into the evolving trends in alternative proteins. He discusses consumer motivations behind plant-based diets, from animal welfare to environmental concerns. Bryant sheds light on Brexit's repercussions for the UK meat industry and changing consumer attitudes. He emphasizes the importance of unbiased market research and innovative strategies for promoting plant-based alternatives. The conversation also touches on transparency in labeling and the role of public policy in fostering a sustainable food future.
Bryant Research focuses on supporting animal welfare through alternative protein solutions without prioritizing profit maximization, emphasizing ethical considerations in market strategies.
Recent consumer trends in the UK show a significant shift towards plant-based diets driven by factors like animal welfare awareness and improved alternative protein options.
Brexit has created both challenges and opportunities for the UK food industry, particularly affecting labor supply and regulatory processes in alternative protein approval.
Deep dives
The Philosophy of Bryant Research
Bryant Research was established by Chris Bryant as he completed his PhD in 2020, initially consulting for alternative protein companies and animal welfare organizations. The organization's philosophy emphasizes advancing the protein transition without the primary aim to maximize profit, instead focusing on supporting models beneficial to animal welfare. They conduct extensive consumer and market research to understand and encourage consumer acceptance of alternative proteins. Their goal aligns closely with assisting companies in effectively marketing these products and positioning them to appeal more positively to consumers.
Consumer Shifts in Dietary Habits
Recent trends indicate a significant shift in eating habits in the UK, with a growing number of people adopting plant-based diets. Events like the introduction of the Greg sausage roll have been crucial tipping points that prompted food service establishments to introduce more plant-based options. As more people identify as vegans or flexitarians, sales of animal product alternatives have markedly increased. The recognition of these shifting preferences is vital for companies producing alternative proteins to tailor their offerings to attract these consumers.
Push and Pull Factors in Dietary Change
Research identifies various push and pull factors influencing consumers' decisions to shift from animal products to alternatives. Push factors include growing awareness of animal cruelty, health concerns, and environmental impacts associated with traditional animal farming. Concurrently, pull factors, such as improvements in the taste, quality, and pricing of meat alternatives, encourage consumers to consider switching. The interplay of these factors could help move dietary habits further toward sustainable options, particularly as prices of plant-based options begin to approach parity with traditional meat products.
The Impact of Brexit on the Food Industry
Brexit has resulted in various challenges and opportunities for the UK food industry, particularly in the realms of labor shortages in animal agriculture and novel food regulations. The departure from the EU led to significant gaps in labor supply, notably in slaughterhouses where many workers were from Eastern Europe. Alongside these immediate effects, regulatory frameworks are being revisited, which could lead to more efficient processes for approving alternative proteins. While there are ongoing challenges, there is potential for improved systems that could facilitate growth in alternative protein sources.
Public Attitudes and Acceptance of Alternative Proteins
Research findings suggest surprising insights regarding public attitudes towards farmers and alternative proteins. Notably, individuals involved in the meat industry demonstrated higher levels of meat avoidance compared to the general population, emphasizing the impact of firsthand experience on dietary choices. Additionally, consumer satisfaction with meat alternatives has been on the rise, reflecting improvements in product quality. Understanding these dynamics is crucial for shaping effective marketing strategies and enhancing the appeal of alternative protein products to a wider audience.
Bryant Research is the leader in Alt Protein research and market analysis. With a broad scope - including monitoring public perception to alt meat products, exploring how to reduce meat consumption, and attitudes to industrial farming etc etc. Alex speaks to it's founder Chris Bryant.
FoF want to welcome Bryant Research as a new sponsor for the Alt Protein Future of Foods Interviews.