Is it me or others who matter? The interplay between consumer values vis-à-vis status and affiliation motives as shapers of meat alternative interest.

This study is about the role of consumers' personal values (Self-enhancement, Openness to change, Self-transcendence, and Conservation) in consumers' interest towards meat alternatives. In addition, the underlying role of two social motives, status and group affiliation are analysed. A conceptual model with hypotheses was developed and validated, and the hypotheses were tested through PLS-SEM with data from four European countries (Finland, the UK, Germany, and Sweden, total N = 3600). The results show that self-focused personal values (Self-enhancement and Openness to change) are not associated with consumers' interest towards meat alternatives. The case is different with other-focused values. Self-transcendence had a positive connection to interest while Conservation had a negative relationship. Finally, the data suggest an underlying role of social motive status between Self-enhancement and interest and the same for group affiliation between Self-transcendence and Conservation and interest. Based on the results, strategies to support meat alternative adoption such as value activation through priming, cognition and emotion-driven marketing are proposed.

Meat- and plant-based products induced similar satiation which was not affected by multimodal augmentation.

Little is known about how plant-based products influence satiation compared to corresponding meat-based products. As augmented reality (AR) intensifies sensory experiences, it was hypothesized to improve satiation. This study compared satiation between intake of meatballs and plant-based balls and plant-based balls intensified with AR for visual, olfactory, and haptic sensory properties. Intake order of the meatballs, plant-based balls, and augmented plant-based balls, eaten on separate days, was randomized. Satiation was measured from twenty-eight non-obese adults as ad libitum intake of the balls and extra snacks, and as subjective appetite sensations. Liking and wanting to eat the products were also investigated. There were no differences between the products in satiation. Before tasting the augmented plant-based balls were less liked than the meatballs (p = 0.002) or plant-based balls (p = 0.046), but after eating the first ball or eating the ad libitum number of balls the differences in liking disappeared. Wanting evaluations were similar for each product and decreased during eating (p < 0.001). A group of participants susceptible to AR was found (n = 11), described by decreased intake when augmentation was applied. Among the sub-group, wanting to eat the augmented balls was lower before tasting (p = 0.019) and after eating the first ball (p = 0.002) and appetite was less suppressed after eating the balls ad libitum (p = 0.01), when compared to non-susceptible participants. We conclude that meatballs and plant-based balls were equal in inducing satiation, and multisensory augmentation did not influence satiation. However, the augmentation decreased liking evaluations before tasting. Further studies are needed to explore differences between consumer groups in susceptibility to augmentation.

Factors influencing baby boomers' intention to choose a dish featuring plant-based meat alternatives (PBMA) at a restaurant: Findings from an online panel study.

The purpose of this study is to examine the psychosocial determinants of baby boomers'-born between 1946 and 1964- intention to choose a menu item featuring plant-based meat alternatives (PBMA) when dining out. The specific objectives are as follows: 1) to identify the baby boomer generation's health-related perceptions about PBMA, and 2) to examine the factors that influence baby boomers' intention to choose a dish featuring PBMA at a restaurant. A total of 174 responses obtained using the Qualtrics panel were analyzed with content analysis and partial least squares structural equation modeling (PLS-SEM). The findings identified various underlying perceptions of baby boomers toward PBMA, such as perceived health outcomes, perceived availability, and willingness to purchase. Furthermore, subjective norm, cues to action, and self-identity were found to be significant predictors of the intention to choose a menu item featuring PBMA when dining out. Theoretical and practical implications are discussed.

Consumer acceptability of plant-, seaweed-, and insect-based foods as alternatives to meat: a critical compilation of a decade of research.

There is a growing criticism of meat-based products over environment, animal welfare, and public health. Meat lovers are keeping and adapting their habits, while other consumers are increasingly shifting toward meat alternatives considered as healthier and more sustainable options to replace the animal-based products. This transition gives room in the market to plant-, seaweed-, and insect-based meat products alternatives. Nevertheless, these emerging markets are still facing the challenge of consumers' acceptance and the uncertainty in terms of preferences. This paper focuses on in-depth understanding of consumer perception and acceptability of plant-, seaweed-, and insect-based meat products to get insights on their current situation and future implementation. The main factors and motives influencing the consumer perceptions toward meat alternative products are reported. Further, the consumers' motives and drivers to consume alternative products were highlighted. This review, provides a better understanding of motives and drivers of consumers' acceptance to improve the acceptability of meat alternatives, considering product and country origin of the consumers of meat alternative foods.Supplemental data for this article is available online at https://doi.org/10.1080/10408398.2022.2036096.

High moisture extrusion of plant proteins: advances, challenges, and opportunities.

High moisture extrusion is a widely used technology for producing fibrous meat analogues in an efficient and scalable manner. Extrusion of soy, wheat gluten, and pea is well-documented and related products are already available in the market. There has been growing interest to diversify the protein sources used for meat analogues due to concerns over food waste, monocropping and allergenicity. Optimizing the extrusion process for plant proteins (e.g., hemp, mung bean, fava bean) tends to be time consuming and relies on the operators' intuition and experience to control the process well. Simulating the extrusion process has been challenging so far due to the diverse inputs and configurations involved during extrusion. This review details the mechanism for fibrous structure formation and provides an overview of the extrusion parameters used for texturizing a broad range of plant protein sources. Referring to these data reduces the resources needed for optimizing the extrusion process for novel proteins and may be useful for future extrusion modeling efforts. The review also highlights potential challenges and opportunities for extruding plant proteins, which may help to accelerate the development and commercialization of related products.

The effects of substituting red and processed meat for mycoprotein on biomarkers of cardiovascular risk in healthy volunteers: an analysis of secondary endpoints from Mycomeat.

PURPOSE: Mycoprotein is a relatively novel food source produced from the biomass of Fusarium venenatum. It has previously been shown to improve CVD risk markers in intervention trials when it is compared against total meat. It has not hitherto been assessed specifically for benefits relative to red and processed meat. METHODS: We leveraged samples from Mycomeat, an investigator-blind randomised crossover controlled trial in metabolically healthy male adults (n = 20), randomised to consume 240 g/day of red and processed meat for 14 days followed by mycoprotein, or vice versa. Blood biochemical indices were a priori defined secondary endpoints. RESULTS: Mycoprotein consumption led to a 6.74% reduction in total cholesterol (P = 0.02) and 12.3% reduction in LDL cholesterol (P = 0.02) from baseline values. Change in fasted triglycerides was not significantly different between diets (+ 0.19 ± 0.11 mmol/l with mycoprotein, P = 0.09). There was a small but significant reduction in waist circumference for mycoprotein relative to meat (- 0.95 ± 0.42 cm, P = 0.04). Following the mycoprotein diet, mean systolic (- 2.41 ± 1.89 mmHg, P = 0.23) and diastolic blood pressure (- 0.80 ± 1.23 mmHg, P = 0.43) were reduced from baseline. There were no statistically significant effects of the intervention on urinary sodium, nitrite or TMAO; while urinary potassium (+ 126.12 ± 50.30 mmol/l, P = 0.02) and nitrate (+ 2.12 ± 0.90 mmol/l, P = 0.04) were both significantly higher with mycoprotein relative to meat. The study population comprised metabolically healthy adults, therefore, changes in plasma lipids had little effect on cardiovascular risk scores (- 0.34% FRS for mycoprotein P = 0.24). CONCLUSIONS: These results confirm potential cardiovascular benefits when displacing red and processed meat with mycoprotein in the diet. Longer trials in higher risk study populations are needed to fully elucidate suggested benefits for blood pressure and body composition. CLINICALTRIALS: gov Identifier: NCT03944421.

Fake meat or meat with benefits? How Dutch consumers perceive health and nutritional value of plant-based meat alternatives.

Animal agriculture has a large impact on the environment. Hence, there is an increasing demand for meat alternatives - more sustainably produced plant-based products that replace meat as meal component. Demands for meat alternatives also seem to be fuelled by consumers' belief that meat alternatives are healthier than meat products. In an online questionnaire study, we examined whether consumers indeed perceived meat alternatives to be healthier, to what degree consumers adequately estimated the nutritional value of meat (alternatives), and whether a nutrition claim could misguide consumers. In a panel of 120 Dutch consumers, it was found that meat alternatives were generally perceived as being healthier than meat products. According to supermarket data, meat alternatives contained less protein and saturated fat, higher levels of fibre and salt compared to meat. Consumers were found to overestimate the protein content of meat alternatives relative to meat products, especially when meat alternatives carry a 'high in protein' claim. The current beliefs about the healthiness and nutritional content of meat and meat alternatives are precarious and a fair, transparent, and understandable environment should be created for the conscious consumer.

Descriptive Sensory Attributes and Volatile Flavor Compounds of Plant-Based Meat Alternatives and Ground Beef.

The objective of this study was to characterize descriptive sensory attributes and volatile compounds among ground beef (GB) and plant-based meat alternatives (PBMA). The Beyond Burger, Impossible Burger, a third brand of PBMA, regular GB, and lean GB were collected from local and national chain grocery stores. Patties were formed and cooked on an enamel-lined cast iron skillet to an internal temperature of 71 °C. A trained descriptive sensory panel evaluated patties for 17 flavor attributes and 4 texture attributes. Volatile compounds were extracted using solid phase microextraction and analyzed via gas chromatography-mass spectrometry. Distinct differences in sensory and volatile profiles were elucidated (p < 0.05). PBMA possessed decreased beef flavor intensity and increased umami, nutty, smokey-charcoal, and musty/earthy flavor compared to GB. Sensory differences corresponded with pyrazine, furan, ketone, alcohol, and aldehyde concentration differences between products. These data support the conclusion that ground beef and PBMA possess different flavor and texture characteristics. Furthermore, the flavor of PBMA varied among available retail brands.

Meat substitutes: Resource demands and environmental footprints.

The modern food system is characterized with high environmental impact, which is in many cases associated with increased rates of animal production and overconsumption. The adoption of alternatives to meat proteins (insects, plants, mycoprotein, microalgae, cultured meat, etc.) might potentially influence the environmental impact and human health in a positive or negative way but could also trigger indirect impacts with higher consumption rates. Current review provides a condensed analysis on potential environmental impacts, resource consumption rates and unintended trade-offs associated with integration of alternative proteins in complex global food system in the form of meat substitutes. We focus on emissions of greenhouse gases, land use, non-renewable energy use and water footprint highlighted for both ingredients used for meat substitutes and ready products. The benefits and limitations of meat substitution are highlighted in relation to a weight and protein content. The analysis of the recent research literature allowed us to define issues, that require the attention of future studies.

Critical food and nutrition science challenges for plant-based meat alternative products.

A reduced reliance on animal-based diets with a move towards a more plant-based diet has driven the market demand for new generation sustainable plant-based meat alternatives. This review covers science and business perspectives relating to the development of plant-based meat alternatives. A conceptual framework to help inform the innovation pathway is provided. The market opportunity, consumer perspectives, the science that underpins the development of plant-based meat alternatives and patent information relating to these products are discussed. Careful navigation through the public domain science literature and patent landscape is necessary for informing the choice of ingredients, formulations and processes for producing plant-based meat alternatives. Attention to design of ingredient systems for optimization of flavor, texture, binding, color and nutrition is necessary for development of plant-based meat alternatives with desirable consumer attributes. Recommendations for further research for developing superior formulations for consumer-acceptable plant-based meat alternative products for improving sustainability outcomes are suggested.

Variations of nonvolatile taste components of mushrooms with different operating conditions and parameters from farm to fork.

Mushroom is a sustainable food option and a meat substitute which yet needs some strategies to enhance sensory attributes. Especially, their taste characteristics (nonvolatile taste components: soluble sugars, organic acids, free amino acids, and 5'-nucleotides) can vary significantly due to operating conditions and parameters during different stages from farm to fork. This review is aimed to provide an overall view of the determined effects of operating conditions and parameters for mushroom taste attributes, suggestions for future research from lacking variables, and some recommendations for improving the taste perception of mushrooms. Taste compounds of mushrooms alter differently based on cultivation (species, cultivation or maturity stage, substrate composition, part, grade, mycelium strain), cooking (cooking method, time, temperature), preservation, and post-harvest storage conditions (drying parameters, pretreatment, preservation method, gamma irradiation, packaging, storage time and temperature). The dominant tastes of mushrooms given by sweet and umami taste active substances can be enhanced significantly with proper control of parameters during cultivation, cooking, drying, or post-harvest storage. The parameters and variations organized in this review can be used to develop a mathematical model for obtaining optimum taste attributes of mushrooms and mushroom-based meat alternatives and to discover the variables of mushroom species not studied yet.

The nutritional impact of replacing dietary meat with meat alternatives in the UK: a modelling analysis using nationally representative data.

Dietary patterns high in meat compromise both planetary and human health. Meat alternatives may help to facilitate meat reduction; however, the nutritional implications of displacing meat with meat alternatives does not appear to have been evaluated. Here, the ninth cycle of the National Diet and Nutrition Survey was used as the basis of models to assess the effect of meat substitution on nutritional intake. We implemented three models; model 1 replaced 25 %, 50 %, 75 % or 100 % of the current meat intake with a weighted mean of meat alternatives within the UK market. Model 2 compared different ingredient categories of meat alternative; vegetable, mycoprotein, a combination of bean and pea, tofu, nut and soya. Model 3 compared fortified v. unfortified meat alternatives. The models elicited significant shifts in nutrients. Overall, carbohydrate, fibre, sugars and Na increased, whereas reductions were found for protein, total and saturated fat, Fe and B12. Greatest effects were seen for vegetable-based (+24·63g/d carbohydrates), mycoprotein-based (-6·12g/d total fat), nut-based (-19·79g/d protein, +10·23g/d fibre; -4·80g/d saturated fat, +7·44g/d sugars), soya-based (+495·98mg/d Na) and tofu-based (+7·63mg/d Fe, -2·02µg/d B12). Our results suggest that meat alternatives can be a healthful replacement for meat if chosen correctly. Consumers should choose meat alternatives low in Na and sugar, high in fibre, protein and with high micronutrient density, to avoid compromising nutritional intake if reducing meat intake. Manufacturers and policy makers should consider fortification of meat alternatives with nutrients such as Fe and B12 and focus on reducing Na and sugar content.

SWAP-MEAT Athlete (study with appetizing plant-food, meat eating alternatives trial) - investigating the impact of three different diets on recreational athletic performance: a randomized crossover trial.

BACKGROUND: Plant-based diets are known to be beneficial for cardiovascular health and promote environmental sustainability. However, many athletes avoid plant-based diets due to concerns of protein inadequacy. OBJECTIVES: To investigate the impact of two predominately plant-based diets-whole food plant-based (WFPB) and plant-based meat alternatives (PBMA)-vs. an omnivorous diet, favoring red meat and poultry (Animal), on endurance and muscular strength. METHODS: 12 recreational runners and 12 resistance trainers were assigned to three diets-WFPB, PBMA, and Animal-for 4 weeks each, in random order. Primary outcomes for runners (12-minute timed run) and resistance trainers (composite machine strength) were collected at baseline and after diets, along with secondary performance outcomes and dietary data. RESULTS: 22 recreational athletes completed the study (age: 26.2 ± 4.4 years; sex: 10 female, 12 male; BMI: 23.1 ± 2.4 kg/m2). Mean differences in 12-minute timed run - WFPB vs. Animal (- 23.4 m; 95% CI: - 107 to 60.0 m) and PBMA vs. Animal (- 2.9 m; 95% CI: - 119 to 113 m) - were not significant. Mean percent differences in composite machine strength - WFPB vs. Animal (- 2.7%; 95% CI: - 5.8 to 0.4% and PBMA vs. Animal (- 0.7%; 95% CI: - 3.5 to 2.2%) - were not significant. Average protein intake for all diets met International Society for Sports Nutrition recommendations. CONCLUSIONS: Our findings suggest recreational athletes can maintain athletic performance on both an omnivorous diet and two diets that are predominately plant-based. TRIAL REGISTRATION: NCT05472701. Retrospectively registered.

A reversal of defaults: Implementing a menu-based default nudge to promote out-of-home consumer adoption of plant-based meat alternatives.

Restaurants are characterized by high levels of meat being consumed in this out-of-home setting, while plant-based meat alternatives remain a niche product, thus preserving a high environmental impact of food consumption. We tested whether subtly re-designing the restaurant menu, so that plant-based meat alternatives were perceived as the default to a greater extent, increased consumer selection of plant-based meat alternatives. Consumers' freedom of choice was preserved by leaving all choice options on the menu. An online experiment in The Netherlands showed that consumers choose plant-based meat alternatives more often relative to meat when the plant-based option is framed as the default. In a field experiment in a Dutch restaurant, we found that the amount of ordered plant-based meat alternative dishes substantially increased relative to an equivalent meat dish when implementing a default nudge (bean alternative: from 8.6% to 80.0%; seaweed alternative: from 16.1% to 58.3%). Thus, re-designing the menu in a way that suggests that plant-based meat alternatives are the default, while preserving autonomous decision-making, is a promising route to promote out-of-home adoption of plant-based meat alternatives in restaurants.

The range and nutrient profile of alternative protein products sold in Australian supermarkets between 2014 and 2021.

The purpose of this study was to investigate changes in the range and nutrient profile of processed alternative protein "convenience" products available in Australia from 2014 to 2021. Product data were extracted from FoodTrack™, an established database of packaged supermarket products. Eligible products were grouped into subcategories: (i) tofu products; (ii) legume products; and (iii) plant-based meats. Nutrient composition was assessed from the products' nutrition information panel. The number of alternative protein products in supermarkets more than doubled between 2014 and 2021 (+130%). On average, products were available for 2.2 years (range 1-7 years). Generally, tofu products had the highest contents of saturated fat and sodium, legume products had the highest contents of carbohydrates, sugar and fibre, and plant-based meats had the highest contents of protein and total fat (per 100 g). This study found large variation in the nutrient composition of these products, highlighting the importance of reformulation and consumer education in the future.

Flavor challenges in extruded plant-based meat alternatives: A review.

Demand for plant-based meat alternatives has increased in recent years due to concerns about health, ethics, the environment, and animal welfare. Nevertheless, the market share of plant-based meat alternatives must increase significantly if they are to support sustainable food production and consumption. Flavor is an important limiting factor of the acceptability and marketability of plant-based meat alternatives. Undesirable chemosensory perceptions, such as a beany flavor, bitter taste, and astringency, are often associated with plant proteins and products that use them. This study reviewed 276 articles to answer the following five research questions: (1) What are the volatile and nonvolatile compounds responsible for off-flavors? (2) What are the mechanisms by which these flavor compounds are generated? (3) What is the influence of thermal extrusion cooking (the primary structuring technique to transform plant proteins into fibrous products that resemble meat in texture) on the flavor characteristics of plant proteins? (4) What techniques are used in measuring the flavor properties of plant-based proteins and products? (5) What strategies can be used to reduce off-flavors and improve the sensory appeal of plant-based meat alternatives? This article comprehensively discusses, for the first time, the flavor issues of plant-based meat alternatives and the technologies available to improve flavor and, ultimately, acceptability.

The farmers' dilemma: Meat, means, and morality.

Evidence overwhelmingly supports the view that we need to drastically reduce our consumption of animal products for reasons related to the environment and public health, while moral concerns about the treatment of animals in agriculture are becoming ever more common. As governments increasingly recognize the need to change our food production and alternative protein products become more appealing to consumers, agriculture finds itself in a unique period of transition. How do farmers respond to the changing atmosphere? We present secondary analyses of qualitative and quantitative data to highlight some of the uncertainty and ambivalence about meat production felt throughout the farming community. Survey data from France and Germany reveals that in both countries, those who work in the meat industry have significantly higher rates of meat avoidance than those who do not work in the industry. While non-meat-industry workers are more likely to cite concerns for animals or the environment, meat industry workers more often cite concerns about the healthiness or safety of the products. Concurrently, interviews with people who raise animals for a living suggest that moral concerns among farmers are growing but largely remain hidden; talking about them openly was felt as a form of betrayal. We discuss these findings in the context of the ongoing agricultural transition, observe how tension has manifested as polarization among Dutch farmers, and offer some thoughts about the role of farmers in a new world of alternative proteins.

Alternative proteins, evolving attitudes: Comparing consumer attitudes to plant-based and cultured meat in Belgium in two consecutive years.

Alternatives to conventional meat are considered an increasingly important tool in the drive to reduce consumption of animal products for environmental, public health and ethical reasons. We present two waves of a cross-sectional survey from a nationally representative sample in Belgium in 2019 (n = 1001) and 2020 (n = 1000). Participants answered questions online about their diets, attitudes towards existing plant-based meat alternatives, and attitudes towards cultured meat (grown from animal cells). We find that the proportion of Belgian consumers who said existing plant-based meat alternatives met their needs increased significantly from 44% in 2019 to 51% in 2020. We also find a significant increase in concern for issues related to animal agriculture, in particular the environment. We found no significant change in attitudes towards cultured meat between the two waves; in both 2019 and 2020, 39.3% of Belgian consumers said they would buy cultured meat. Regression analyses revealed that plant-based alternatives were more appealing to women and those with vegetarian diets, whilst cultured meat was more appealing to men. Overall, just 11.2% of consumers are both unsatisfied with existing meat alternatives and unwilling to buy cultured meat, while 43.2% of respondents were positive towards either plant-based or cultured meat, but not both, highlighting the need for a variety of alternative proteins in the market. Both cultured meat and plant-based meat were more appealing to younger consumers and those in the northern, predominantly Dutch-speaking region of Flanders. We discuss the implications of these findings for researchers and those seeking to strategically displace demand for animal products.

Consumer perceptions of conventional and alternative protein sources: A mixed-methods approach with meal and product framing.

Understanding consumer perceptions of meat alternatives is key to facilitating a shift toward more sustainable food consumption. Importantly, these perceptions may vary according to the characteristics of the consumer (e.g., preferences, motivations), the product (e.g., sensory attributes) and the encounter (e.g., how the meat alternative is presented/framed). Qualitative and quantitative methods were applied to examine consumer perceptions of five proposed alternatives to meat: legumes, tofu, seitan, lab-grown meat, and insects. In Study 1, 138 participants provided free associations with regards to conventional animal proteins (e.g., red/white meat, fish) and the five alternatives. Three profiles of consumers were identified: (1) hedonically motivated meat eaters uninterested in meat substitutes; (2) health-oriented meat eaters open to some meat substitutes; and (3) ethically conscious meat avoiders positively oriented to most meat alternatives. In Study 2, the presentation of the product was experimentally manipulated: 285 participants evaluated the same five meat alternatives along several dimensions (e.g., edibility, healthiness), either when framed as an individual product or as part of a larger meal. Overall, most meat alternatives benefited from a meal framing, with the notable exception of legumes, which benefited from an individual framing, and insects which were evaluated quite negatively regardless of framing. The present findings suggest that there is not a single way to frame all meat alternatives that will improve their appeal to all consumers.

Exploring how product descriptors and packaging colors impact consumers' perceptions of plant-based meat alternative products.

While consumers have been increasingly trying to reduce their meat consumption due to rising concerns about its impact on their health and the environment, many still find animal-based foods more attractive than plant-based foods, thus hindering their adoption. Could marketing cues such as product descriptors and packaging colors help make these products more attractive to consumers? Across two studies, we tested the effects of product descriptors and packaging colors on meat eating consumers' perceptions of, and behavioral intentions toward, plant-based meat alternative products. Study 1 revealed that a "plant-based" (vs. "meat alternative") descriptor positively impacted perceptions of healthiness and eco-friendliness, as well as trial likelihood, and negatively impacted predicted quantity consumed. Study 2 provided some evidence for the moderating role of packaging color, and more specifically for the (mis)matching effects of product descriptor and packaging color on product perceptions and behavioral intentions. Results revealed that, when using a "meat alternative" descriptor, mismatching (vs. matching) it with a green (vs. red) packaging color negatively impacted perceptions of eco-friendliness and trial likelihood. Conversely, when using a "plant-based" descriptor, matching (vs. mismatching) it with a green (vs. red) packaging color negatively impacted predicted satiety. Overall, our research suggests that marketing cues can, to some extent, impact consumers' perceptions of plant-based meat alternative products and related behavioral intentions, and offers many avenues for future research.