We employed a qualitative approach to understand the experiences of consumers buying and using plant-based meats. We collected data from in-depth interviews with 25 New Zealand consumers aged 18 to 65. Using thematic analysis, we show that consumers' experiences are hinged on three central elements relating to materials, meanings, and competencies. Four key recommendations are made for manufacturers, retailers, policymakers, and social marketers aiming to encourage the consumption of plant-based products and limit meat in consumer diets.