A new survey conducted across four European countries (Germany, Finland, Italy, and Serbia) has studied consumer acceptance of different protein sources that could be used in meat alternatives.
The participants, who were all meat-eaters, evaluated 14 different protein sources, including algae, insects, a variety of plant-based proteins, and cultivated meat. The evaluation criteria were expected taste, expected healthiness, and expected environmental friendliness. Researchers also assessed the effects of food neophobia (fear of new foods), meat commitment, and meat alternative rejection on the consumption of different types of meat alternatives.
The three most accepted alternative protein sources were all plant-based — potato, rice, and peas. This is likely due to the longstanding presence of these ingredients in the European diet, since familiarity plays an important role in consumer perceptions of novel foods.
There were also regional differences — oats were particularly well-accepted in Finland, as were lentils in Italy and almonds in Germany and Serbia. The researchers believe this is due to local culinary traditions and exposure.
Enhancing the appeal of meat alternatives
However, not all plant-based protein sources were highly accepted — respondents across all countries had low expectations for rapeseed and sunflower, perhaps as they are commonly used as cooking oils and are thus associated with fat rather than protein. Furthermore, many participants also viewed soy negatively, possibly due to negative taste perceptions and associations with GMOs.
Additionally, consumers had low expectations for algae and cultivated meat, while insects (specifically crickets) were the least accepted protein source. In all countries, algae was perceived as healthier and more environmentally friendly than cultivated beef or crickets, but taste expectations were low. Cultivated beef was perceived as less healthy and less environmentally friendly, but was expected to taste better than crickets or algae.
A recent study conducted in Italy found that some consumers were aware of the ethical and sustainability-related benefits of cultivated meat, which increased their acceptance. However, concerns regarding health and safety made many respondents less enthusiastic.
“The findings of the present study demonstrate that the protein source exerts a significant influence on consumer expectations of meat alternatives and should therefore be considered in new product development,” say the authors of the new study. “For example, strategic selection and labeling of already accepted protein sources by product developers and marketers has the potential to enhance the appeal of meat alternatives and facilitate their wider acceptance.”
