消費者面臨新推出的商品種類選擇與滿意度之間的關聯性—以蔬食肉為例

根據巴克萊投資銀行預估未來十年，植物肉品將達 1,400 億美元，占整體肉品市場 10% 的比重，且市場上蔬食肉百家爭鳴，如超越肉類(Beyond Meat)、不可能食品(Impossible Foods)、Omnipork新豬肉等，這波綠金，人人都競相角逐。根據台灣食品所和經濟部的2018年數據顯示，台灣吃素人口比例由10%增加到13.8%，為全球前三大食素國，然蔬食肉在台灣市場還很新穎，透過問卷調查顯示仍有約兩成的人沒有聽過蔬食肉，沒有嘗試過蔬食肉的人接近六成，且透過分析葷食者及泛素食者針對蔬食肉的消費行為，發現最大的不同來自其飲食的價值觀，而針對蔬食肉，大部分的問卷填答者皆因好奇而想要嚐鮮，在品項及口味的選擇上，超過八成的消費者都希望選擇越多越好，但在面臨太多選項時則反而失焦，蔬食肉在台灣市場仍有很大的空間，除定位非素食客群外，加強商品的理念及場品營養價值的溝通，則有助於擴大在台灣的市場。

關鍵字

蔬食肉；素食經濟；綠金；飲食行為；選擇與滿意間的關聯性

並列摘要

Analysts at Barclays predicted that the global market for animal-free meat substitutes could grow more than tenfold over the next decade and potentially reach $140 billion by 2029. The business of providing vegan meals is booming. In American, take Beyond Meat for example, it sells meat-free patties to TGI Friday’s, a restaurant chain. Vegan firms like Beyond Meat are making meat substitutes that actually look and taste like meat and so do those traditional meat company like Tyson, Smithfield, Perdue and Hormel. It’s a trend for people to eat healthier and it’s a life attitude to show their values of protecting environment and animals. In Taiwan, more than 13.8% of the population is vegetarian. Vegan meat is a new product in Taiwan. I’m curious about the behaviors of the consumers and the vegan meat market in Taiwan. In this thesis, I did a deep interview and online survey to find out any difference between vegetarians and non-vegetarians. Through the survey, we can see the potential of vegan meat in the market. Targeting non-vegetarians and making eat vegan meat as a new life attitude could lead vegan meat to a new world and stay in the market longer.