Beyond Burger impresses vegans and meat eaters

The main result of the survey is that the Beyond Burger is very popular among meat eaters far beyond the vegan and vegetarian clientele. The survey shows that the Beyond Burger is experienced by meat eaters as an opportunity to reduce their own meat consumption or even to do without meat altogether, reports psychologist Guido F. Gebauer, who conducted the survey.

The appeal of the Beyond Burger to meat-eating consumers is so great that a profound change in the nutritional behaviour of society as a whole towards meat-free and plant-based nutrition is possible with the increasing availability and variety of modern meat substitutes.

The survey was carried out by Gebauer on behalf of Gleichklang Ltd.

The survey involved 1466 vegans, 1428 meat eaters, 830 vegetarians and 217 pescetarians (fish, no other meat). The group of meat eaters was divided into the subgroups of low consumption (at most once a week), medium consumption (two to three times a week), high consumption (four to six times a week) and very high consumption (daily).

Results of the survey in detail

Awareness of the Beyond Burger

Immediately after its market launch in Germany, the Beyond Burger has achieved a very high level of awareness, which goes far beyond the vegan or vegetarian circle:

The Beyond Burger had already been heard by 95% of vegans, 82% of vegetarians, 73% of pescetarians, 63% of meat eaters with low consumption, 64% of meat eaters with medium consumption, 59% of meat eaters with high consumption and 52% of meat eaters with very high consumption.

Evaluation of the Beyond Burger

The results of the survey show that an overwhelming majority of vegans, vegetarians and pescetarians rated Beyond Burger positively and very rarely rated it negatively. But a large to clear majority of meat eaters with low and medium consumption also expressed positive attitudes towards Beyond Burger.

For meat eaters with high consumption, advocacy and rejection balanced each other out. Only in the case of meat eaters with very high consumption did rejection predominate, although here too, depending on the question, one in four to five respondents had a positive attitude towards Beyond Burger.

The evaluations in detail:

Great thing: 93% of vegans, 90% of vegetarians and 89% of pescetarians agreed with this assessment. 83% of meat eaters with low consumption, 71% of meat eaters with medium consumption, 42% of meat eaters with high consumption and 27% of meat eaters also agreed with this assessment.

More such products are desired: 93% of vegans, 92% of vegetarians, 92% of pescetarians, 82% of meat eaters with low consumption, 72% of meat eaters with medium consumption, 42% of meat eaters with high consumption and 21% of meat eaters with very high consumption were of this opinion.

All just one hype: this statement was supported by 4% of vegans, 7% of vegetarians, 9% of pescetarians, 14% of meat eaters with low consumption, 24% of meat eaters with medium consumption, 55% of meat eaters with high consumption and 72% of meat eaters with very high consumption.

Is unnatural: this view was held by 5% of vegans, 9% of vegetarians, 10% of pescetarians, 17% of meat eaters with low consumption, 26% of meat eaters with medium consumption, 52% of meat eaters with high consumption and 69% of meat eaters with very high consumption.

What environmental, animal and health impacts are expected?

Almost all vegans, vegetarians and pescetarians reported positive environmental and animal impacts of Beyond Burger in the survey. But also a large majority of meat eaters with low and medium consumption saw the Beyond Burger as an instrument for more environmental protection and animal welfare. Even about one third of the meat eaters with high consumption agreed with this assessment. Only the meat eaters with very high consumption saw these values fall sharply.

The assessment of health effects was more critical in all groups. Modern meat substitutes, such as the Beyond Burger, are therefore not seen per se as a health product.

According to Gebauer, however, the Beyond Burger is also intended for circles that otherwise consume fast food, so that the Beyond Burger could be a comparatively healthier alternative for these people.

The evaluations in detail:

Protects the environment: 89% of vegans, 81% of vegetarians, 74% of vegetarians, 64% of low-consumption meat eaters, 53% of medium-consumption meat eaters and 31% of high-consumption meat eaters said this. Only 19% of meat eaters with very high consumption confirmed this statement.

Save animals: this was the opinion of 97% of vegans, 94% of vegetarians, 92% of pescetarians, 82% of meat eaters with low consumption, 67% of meat eaters with medium consumption, 46% of meat eaters with high consumption and 25% of meat eaters with high consumption.

Good for health: 41 % of vegans, 49 % of vegetarians, 50 % of perscetarians, 38 % of meat eaters with low consumption, 28 % of meat eaters with medium consumption, 12 % of meat eaters with high consumption and 7 % of meat eaters with very high consumption were of this opinion.

Will Beyond Burger change eating habits?

A small majority of meat eaters with low consumption, but also almost half of meat eaters with medium consumption expect the Beyond Burger and comparable products to help them avoid meat. Even in the case of meat eaters with high consumption, one in six respondents expected the Beyond Burger and comparable products to help them avoid meat.

According to Gebauer, these results indicate a widespread need among meat eaters to give up meat and a willingness among many meat eaters to switch to herbal alternatives.

The evaluations in detail:

Helps me to avoid meat myself: 44% of vegans, 54% of vegetarians, 63% of pescetarians, 53% of meat eaters with low consumption, 45% of meat eaters with medium consumption, 15% of meat eaters with high consumption and 7% of meat eaters with very high consumption reported this.

This view was accepted by 93% of vegans, 87% of vegetarians, 85% of pescetarians, 65% of meat eaters with low meat consumption, 52% of meat eaters with medium meat consumption and 31% of meat eaters with high meat consumption. Only in the case of meat eaters with very high meat consumption did only 11% of the respondents agree with this statement.

résumé

According to Gebauer, the results of the survey show that the Beyond Burger is popular with all nutritional groups as a pioneer in modern meat replacement. While almost all vegans and vegetarians are taken with Beyond Burger, it is also very popular with meat eaters with low and medium consumption. These so-called Flexitarians, who according to surveys make up about 40 % of the population, are offered a simple way by the Beyond Burger and comparable products to continue on the path they have chosen and ultimately to do without meat altogether.

It is also noteworthy, however, that the Beyond Burger is also well received by every third participant who consumes a lot of meat and that every sixth of them wants to reduce their own meat consumption with its help. Only among participants with very high consumption (daily) does this willingness decrease significantly.

According to Gebauer, the survey results indicate that modern meat substitutes - unlike traditional vegan products - could apparently also inspire meat eaters.

This opens up the possibility of a change in nutritional behaviour in society as a whole. If sales fall, the profitability of the very resource-intensive meat production could be lost, which could further accelerate the transition to plant-based products.

Products such as the Beyond Burger were given a boost by scientific research that showed the devastating effects of meat production on the environment and climate. Accordingly, even a large majority of meat eaters with low and medium meat consumption are convinced that Beyond Burger is a better alternative for the environment. This conviction also increases the probability that consumers will increasingly eat products such as Beyond Burger instead of meat.

Detailed information on the sample and many other results can be found in this article on vegan.eu. This information is linked at the top right of the box.