I found the results enlightening, specifically, the following:
- Nearly two-thirds (65%) of meat reducers surveyed said that they were doing so primarily for perceived health reasons.
- 25% of the meat reducers we surveyed said they eat meat alternatives regularly.
- Of the consumers who regularly eat meat alternatives, just 28% said these tasted good; this means that, 72% of those who eat meat alternatives thought they tasted OK at best.
- But some 1/3 of the consumers who regularly eat meat alternatives would be perfectly willing to pay more for meat alternatives that have a similar taste to meat.