Beyond Meat brand profile in the U.S. 2023

Meat Substitute brands

Beyond Meat brand profile in the U.S.

Most meat substitute consumers in the U.S. are familiar with the brand Beyond Meat. According to our survey, this audience seems to consume Beyond Meat products as often as they actually express a positive liking of it. The most important aspects in life for Beyond Meat consumers in the United States are a happy relationship and being successful, but they also place a greater emphasis on learning new things compared to non-users of the brand.

If you were looking for information about the company instead of the brand, consider the Beyond Meat company profile at ��ƽ�� Company ��ƽ��.

Brand KPI profile

U.S. consumers are not beyond the vegan meat substitutes

The hyped emergence of Beyond Meat and their vegan meat alternatives is now a few years in the past. Nowadays, in the U.S., 71 percent of meat substitute consumers are familiar with the brand. Our brand KPI ranking reveals that Beyond Meat is used by a the same percentage of U.S. consumers as the percentage of respondents stating that they like the brand (37 %). About one-third of consumers in the United States had noticed Beyond Meat in (social) media and advertising in the past three months before the survey.

U.S. consumers are not beyond the vegan meat substitutes. Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	71.0%
Popularity	37.0%
Consumption	37.0%
Loyalty	28.0%
Buzz	33.0%

Generations

Millennials beyond excited for Beyond Meat

Among all generations in the U.S., Beyond Meat stands out in brand KPI scores for Millennials, leading in popularity, consumption, brand loyalty, and social buzz. Only in brand awareness, Baby Boomers reach the same level, with 68 percent of Baby Boomer meat alternatives consumers recognizing the brand.

Millennials beyond excited for Beyond Meat. Chart with 5 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	71.0%	69.0%	73.0%	75.0%	60.0%
Popularity	37.0%	39.0%	34.0%	41.0%	30.0%
Consumption	37.0%	35.0%	36.0%	41.0%	33.0%
Loyalty	28.0%	27.0%	25.0%	34.0%	28.0%
Buzz	33.0%	31.0%	33.0%	39.0%	14.0%

Life values

Learning new things is more important to Beyond Meat consumers

Comparing customers of Beyond Meat in the U.S. to non-customers highlights differences in their life values. The most significant difference is in the importance they attribute to a happy relationship, and an honest and respectable life, both being significantly less important to Beyond Meat customers. However, success, learning new things, and advancing their career are more important to Beyond Meat customers than to non-customers.

Published August 7, 2023

Learning new things is more important to Beyond Meat consumers. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Beyond Meat consumer	Non-consumer
A happy relationship	50.0%	43.0%	52.0%
An honest and respectable life	46.0%	34.0%	49.0%
To be successful	39.0%	42.0%	38.0%
Safety and security	37.0%	35.0%	38.0%
Making my own decisions	31.0%	30.0%	31.0%
Learning new things	29.0%	35.0%	28.0%
Having a good time	27.0%	29.0%	27.0%
Advancing my career	15.0%	20.0%	14.0%
Traditions	15.0%	14.0%	15.0%
Social justice	11.0%	16.0%	10.0%