Their market is individuals who are eating meat alternatives (flexitarians, vegans, vegetarians)
What is their industry?
frozen food production?
meat, poultry, dairy processing (if there isn't a report for meat alternatives)?
Most of the time, market research = research about (market + industry)
Use the left-hand size to go to step 2a - let's look at the industry (using secondary resources)
User Profile (Bottom up approach)
The user profile is used to identify secondary research sources for your calculations.
Remember - seldom does ONE source provide all of the needed information.
How many users are there?
Look at demographic information, is there a proxy (stand-in or similar product) that can be used to determine users), where can you collect intelligence (information) are your potential users? Examples of places to talk with potential customers are a: tradeshow, conference, meet-up, seminar, or hang-out in between a meeting or after their work (bar, restaurant, etc.).