How can companies help to cut down the meat on our plates? Business models for meat substitutes in Finland
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School of Business |
Master's thesis
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Authors
Date
2017
Department
Major/Subject
Mcode
Degree programme
Management and International Business (MIB)
Language
en
Pages
113
Series
Abstract
Meat substitutes show great potential for reducing the environmental impacts of the food system. However, consumer acceptance of the products is still a challenge and people need to be persuaded of the benefits of consuming meat substitutes. Businesses are one important actor group involved in changing eating habits through the commercialization of attractive meat substitutes however, research is limited on the businesses that have commercialized meat substitutes. Hence, this study aims to offer insights for companies interested in which actions and strategies are involved in the commercialization of meat substitutes by answering the research questions: What kind of business models are there for meat substitutes in Finland? How do the companies connect the components of a business model to commercialize a more sustainable alternative to meat? The methodology adopted in the thesis was a multiple case study of five business models around meat substitutes in Finland. The case businesses were Pulled Oats, Mifu, Härkis, Oumph! and Quorn and they show diversity in regard to maturity, size and product offerings. Data was collected through interviews of one company representative per case together with a thorough research of electronic publicly available materials. Additionally, two retailer representatives were interviewed for their thoughts on the meat substitutes category. Based on the data analysis, the existing business models around meat substitutes have multiple similarities. All the brands are targeted at the increasing number of average consumers who are reducing their meat consumption for various reasons hence, the flexitarians. Additionally, the brands position their products as alternatives to meat and not meat substitutes. Furthermore, the businesses are focused on commercializing products that are: 1.) tasty, 2.) have similar properties to meat in taste, texture, or usage in meals, 3.) are easy and quick to cook with and 4.) have similar nutritional properties to meat but are healthier. Moreover, the sustainability dimension of meat substitutes has played an important role in motivating the businesses to be established. However, although the environmental benefits of the products are communicated, it is not used as the main sales argument. Instead, the primary focus is on offering solutions to consumers’ every day taste preferences and cooking challenges and this strategy has enabled the brands to gain the interest of average meat-eating consumers and has contributed to increasing the trendiness of the more sustainable alternative to meat. Furthermore, innovative product development, strong marketing and branding efforts, and production and supply chain capabilities are key strategies for increasing consumer interest and acceptance of the products and hence, seem to be important for commercialization. Lastly, active interaction with end consumers, retailers, and the formation of a variety of partnerships seem to play a key role in the commercialization of meat substitutes.Description
Thesis advisor
Halme, MinnaKeywords
business models, sustainable development, meat substitutes, sustainable food, sustainable protein