Characteristics of Plant-Based Meat Consumers

This study aims to reveal the reality and characteristics of alternative meat consumption in Japan.It also aims to identify factors that promote the diversification of alternative protein sources.We analyzed consumer attributes using logistic regression on the purchase history data of plant-based meat (PBM) products and consumer surveys conducted between 2021 and 2022.The results indicated that urban consumers, diabetics, those passionate about food, and health-conscious and savings-oriented individuals exhibited higher PBM purchase probability.Conversely, young individuals, students, individuals with a high level of other-comparability, and cautious and efficient purchasers showed lower PBM purchase probability.