Consumers’ Perceptions and Behaviours in Relation to Plant-Based Meat

Despite a rapid market growth in plant-based meat alternatives, most consumers still prefer animal meat and acceptance of alternative proteins is low. Alternative healthy and sustainable proteins such as soy, pea, seaweed, etc., can serve well to substitute meat in traditional everyday meat-based diets. However, alternative proteins will only become part of consumer’s habitual everyday diet when they are of high sensory quality, provide a superior satisfying product experience and are emotionally rewarding and liked over time. This presentation will focus on the direct interaction between the consumer and plant-based meat products along the holistic product experience with a specific focus on taste perception, food preference and key determinants that influence choice behaviour of plant-based meat.