Adoption Challenges of Plant-based Meals in German Market.

The food industry is currently undergoing dynamic changes due to the rising interest in plant-based food. The demand for plant-based meal alternatives is continuously rising. As the sixth most popular country for plant-based meals, Germany is leading this vegan trend, among other western countries. In view of this, this paper aims to contribute to current studies by identifying challenges and drivers which influence the adoption process of plant-based meals in Germany. Through a semi-systematic literature review and based on Rogers’ Diffusion of Innovations Theory, this paper further analyses important connections between the challenges and drivers of the adoption process as well as inter-related impacts within them. The results indicate that both challenges and drivers influence each other and can be employed by companies to accelerate the adoption of plant-based meals. [ABSTRACT FROM AUTHOR]