The global food systemis in constant transformation due to technology and changes in consumer behavior. The search for plant-based alternatives to meat is risinganda new product category emerged as aresponse to this trend: plant-based meat -an innovationthat uses technology to recreate the meat experience.An extensive approach composed of diverse research techniques allowed to analyze consumer behavior in regards to the meat and meat alternative’s market in Portugal. Based on the analysis, it was possible to understand the most effective strategy for Beyond Meat, the leading US American brand in the category, in Portugal
