A survey looking at assumptions made by meat-eaters found they consistently overestimated the prices of a variety of plant-based products.

The study observed the behaviors of meat-eaters to ascertain how plant-based diets can be encouraged in the UK.

Masters’ student and vegan Lili-Tiger Thomason concluded that in order to grow plant-based lifestyles, the focus needs to be placed on the ‘rapid advances’ of meat substitutes.

What the meat-eaters thought

Lili’s survey assessed 169 meat-eaters across the UK.

They were asked to guess the prices of a range of vegan products. They included Plant Pioneer’s Jumbo Roll and Chicken Pieces and Tesco‘s Meat Free Mince. Products also included Heck Meat Free Italiana Sausages and Sainsbury’s Soy Milk.

The meat-eaters consistently estimated the products to be almost double their actual price.

The survey also found that the meat-eaters’ biggest concern about going plant-based was giving up dairy.

Giving up meat would be beneficial for the environment and in terms of animal welfare, the meat-eaters agreed. Moreover, they believed a plant-based diet would achieve similar health to that of their current diet.

Plant-based growth

The new statistics could suggest ‘whilst education regarding the impacts of animal agriculture remains important’, a new tactic should be implored.

Lili added: “Exposing meat-eaters to the rapid recent advances of meat substitutions in terms of taste, smell, and texture as well as the reality of plant-based product pricing could play a vital role in the growth of the vegan movement.”

The survey found a split in responses to the statement ‘some plant-based meat alternatives are nearly identical to the meat products they claim to replace’.