Beyond Meat is a plant-based meat substitute company that has seen immense success in recent years. A large part of this success is due to its savvy marketing and understanding of its target market.
The Beyond Meat target market is primarily health-conscious individuals who are looking for a healthier alternative to traditional meat products. This includes vegans, vegetarians, and flexitarians (people who occasionally eat meat).
Beyond Meat has also been able to appeal to meat-eaters who are looking to reduce their meat consumption for health or environmental reasons.
In this article, we’ll review the Beyond Meat target market and understand what attracts them to this innovative food brand.
Who is the Beyond Meat target market?
One of the best ways to understand the Beyond Meat target market is to understand why people choose its products as opposed to meat-based equivalents or plant-based food products from other brands.
By understanding the consumer’s needs and motivation we can divide the Beyond Meat target market into the following segments:
- Vegetarians & Vegans
- People trying to lose weight
- People trying to avoid eating meat for health reasons
- People allergic to meat or meat-based products
- People interested in eating healthy
- People who care about the welfare of animals
- Environmentalists
Let’s look closely at each of the Beyond Meat consumer segments.
#1. Vegetarians & Vegans
Beyond Meat has been able to successfully tap into the vegetarian and vegan market with its plant-based products. This is a large and growing market segment as more and more people are looking to reduce or eliminate their meat consumption for ethical as well as health reasons.
Beyond Meat’s products provide vegetarians and vegans with a delicious and healthy alternative to meat-based products. Beyond Meat’s products are also attractive to this market segment as they are often seen as healthier than other plant-based alternatives such as processed soy-based products.
#2. People Trying To Lose Weight
People trying to lose weight will often give up meat as it is seen as a high-calorie food.
This makes people trying to lose weight an important segment of the Beyond Meat target market. Beyond Meat’s products are generally lower in calories, fat, and cholesterol than their meat-based counterparts.
Beyond Meat’s products are also often seen as being more filling than other plant-based alternatives, which can help people to reduce their overall calorie intake. Plus its products can provide these individuals with the taste of meat without the calories found in meat.
#3. People Trying To Avoid Eating Meat For Health Reasons
Not everyone gives up meat just to lose weight. Sometimes people need to or want to stop eating meat for other health reasons unrelated to weight loss.
Beyond Meat has also been able to appeal to such people, who include those with heart disease, cancer, and other chronic health conditions.
Many people in this category love eating meat. In fact, some of their health problems may have stemmed from eating too much meat.
Beyond Meat’s products can provide these individuals with the taste of meat without the health risks associated with meat-based products – especially those made with red meat.
#4. People allergic to meat or meat-based products
Many people are allergic to or develop an allergy to meat-based products. Such people are often faced with a dilemma. They may want to or need to eat meat but are unable to do so because of their allergy.
Beyond Meat’s products provide these people with a delicious and healthy alternative to meat-based products. Beyond Meat’s products are also often seen as being more nutritious than other plant-based alternatives
#5. People interested in eating healthy
Eating healthy and drinking healthy is now more than a trend. It has become a lifestyle for many people.
For these people finding plant-based alternatives to replace their urge to eat meat-based products is essential. Beyond Meat’s products is a great alternative as they provide the taste and satisfaction of eating meat without all the unhealthy side effects.
Healthy eating does not only mean consuming low-calorie or no-calorie food and drinks. It also means consuming food and drinks that are packed with nutrients and antioxidants.
Either way, people interested in eating healthy are a Beyond Meat target market.
#6. People who care about the welfare of animals
This segment of the Beyond Meat target market is people who have chosen to stop eating meat or reduce their meat consumption for ethical reasons.
These individuals often care deeply about the welfare of animals and do not want to contribute to the demand for animal-based products. Beyond Meat’s products provide these individuals with a delicious and ethical alternative to meat-based products.
Beyond Meat’s products are more humane than meat-based alternatives as they do not require the death of an animal to produce.
#7. Environmentalists
Many environmentalists are concerned about the impact that the meat industry has on the environment. They often choose to avoid eating meat or reduce their meat consumption in order to help protect the environment.
In fact, many people who follow the “Meatless Monday” campaign do so for environmental reasons. Beyond Meat’s products provide these individuals with a delicious and eco-friendly alternative to meat-based products.
This makes environmentalists looking to limit meat consumption a fantastic Beyond Meat target market.
Conclusion
First and foremost, the Beyond Meat target market includes vegetarians & vegans. These people sometimes look for food that feels like meat, tastes like meat but isn’t meat.
Beyond Meat products can be ideal for them.
People who are avoiding eating meat for other reasons like losing weight, because of allergies, or health concerns are also part of the Beyond Meat target market.
Finally, people who care about the welfare of animals or about the environment are also likely to look for plant-based food options and so are a possible market for Beyond Meat.