Alternative proteins: a new growth opportunity for large corporations in the Food and Beverage industry

In light of its increasing importance, this thesis investigates whether the alternative protein market represents an attractive growth opportunity for large food companies, particularly meat producers, and what are the entry strategies these firms are pursuing (or intend to pursue) to enter this emerging market, and the related motivations. The study also investigates what are the main opportunities offered from the alternative protein market to large food companies, particularly meat producers, as well as the main entry barriers and critical factors these companies have to manage in order to be successful. The study has been made by analyzing the alternative protein market and industry and conducting empirical research. The research has been developed through: the analysis of three case studies, deepened also thanks to the interviews conducted with the players involved; the results of a questionnaire sent to a panel of over 30 Italian well-established meat producers, to which around 10 have provided their answers; and interviews conducted with the companies that have been available from the same panel.