In a continuation of the epic saga chronicling the competition within the plant-based meat industry, Impossible Foods-branded chicken nuggets enter the market. In a CivicScience survey of 2,300 U.S. adults, 7% are very likely to give them a try while 15% are somewhat likely.
Young, city-dwellers focused on a vegetarian or vegan lifestyle are some of the most amped potential consumers. More than half of the vegetarian or vegan U.S. adults are extremely interested in Impossible Foods’ new nuggets. Slightly more than 10% of regular meat eaters expressed interest.
Not only are they young, but you could also place bets on the possibility that some of the first shoppers to buy Impossible Foods’ nuggets will be folks still living under their parents’ roof.
Despite the youthful, financially-dependent picture painted above, correlations within the CivicScience database create a more descriptive profile of those looking for meat substitutes, specifically people excited about Impossible Foods’ nuggets. On the one hand, people who consider themselves more physically attractive than their peers are significantly more likely to try Impossible Foods’ nuggets. People who believe they are not overweight are also more likely to get a sample. People who feel good in their bodies tend to be open to tasting chicken nuggets made with plants.
Taking it a step further, people who have had cosmetic or weight loss surgery over-index in their hype for the new plant-based meat option.
These correlations suggest body image and weight are significant influences over consumers considering meat substitutes. Between people who reportedly eat healthy and those who don’t, the data indicated minimal differences in likelihood to try Impossible Foods chicken nuggets. In other words, healthy-eating habits are not necessarily a proxy for interest in plant-based chicken nuggets (or at least those made by Impossible Foods).
Red meat isn’t the only food staple in American diets that’s being redefined. Poultry, pork, and who knows what are on the chopping block, and motivation to try meat alternatives stems from many places, one of which is “does this shirt make me look fat?”