Beyond Meat: Changing Consumers' Meat Preference
(3 pages of text)
Beyond Meat, a producer of plant-based meat substitutes, was founded in 2009 in Los Angeles, California. The company’s vision is for consumers to enjoy a meat-like taste and texture in their favourite dishes while avoiding the many chemicals used in processed meat and reducing the number of animals killed every year. Wanting to reduce global meat consumption by 25 per cent by 2020, the company works to educate consumers about the superior benefits that eating vegan products will provide not only to the consumers but to the environment they live in and the animals they live around. The largest market for Beyond Meats is the younger generation, which is more health and environmentally conscious and, ultimately, the driving force behind using plant protein for food. Can the company reach beyond this demographic to increase sales of its products? Will the food tastes of Americans change quickly enough to ensure that growing profits will attract more investors?
This case is intended to be used in a graduate level marketing course. After completion of this case, students will be able to
- examine and understand consumer trends disrupting the consumer packaged goods food business;
- calculate sales and costs for a new product launch;
- develop a cohesive marketing strategy and tactical plan for a new product launch; and
- use marketing tools to shift consumer behaviour preferences.
Accommodation & Food Services
United States, Small, 2014
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