Beyond Meat potential customers are defined as US consumers who are aware of Beyond Meat but have never made a purchase from the company, hold a positive or neutral view of the brand and say they are open to substituting meat/dairy products with plant-based alternatives.

Arrows designate statistical significance of greater than +2.0 (▲ ) and less than -2.0 (▼) between the responses of the target group (Beyond Meat potential customers) and the control group (Beyond Meat current customers).