Measuring consumer acceptance of new foods

A new review contends that for a majority of consumers, meat seems to be too attractive to be substituted by plant proteins, cultured meat, or insects. They conclude that novel food is not enough to solve the environmental, social, and animal well-being issues associated with meat production.

external page Why alternative proteins will not disrupt the meat industry by Siegrist, M. and Hartmann, C. (2023)

The aim of this online survey study was to characterize millennials’ consumer segments based on their consumption of and attitudes toward meat and meat alternatives. The results show that 41% of respondents regularly ate plant-based meat alternatives, while 43% had tried such foods. The respondents were divided into six segments based the hedonic tones of their meat vs. meat alternatives associations and those segments were then compared. 

external page Millennials’ Consumption of and Attitudes toward Meat and Plant-Based Meat Alternatives by Consumer Segment in Finland by Knaapila A. et al. (2022)
 

As consumers tend to be conservative about new food products and technologies that are supposed to replace traditional ones this study examined how study participants assessed the environmental friendliness, healthiness and naturalness of 20 protein-rich foods to evaluate whether consumers see the benefits of consuming these new products compared to the traditional meat products. Results show that participants did not evaluate meat substitute products as more environmentally friendly than meat or consider them a healthier option.

external page Consumers’ evaluation of the environmental friendliness, healthiness and naturalness of meat, meat substitutes, and other protein-rich foods by Hartmann C. et al. (2022)

The aim of this study was to identify the barriers that keep people from consuming meat alternatives and increase the probability of future consumption by exploring free associations people have towards meat and meat alternatives. The results suggest that while meat is being associated with positive terms, meat alternatives were viewed more negatively. With the results of the survey, the study concludes on concrete recommendations for manufacturers of meat alternatives.

external page Consumers’ associations, perceptions and acceptance of meat and plant-based meat alternatives by Hartmann M. F. et al. (2021)

Protein from pea and especially from algae provide huge potential for human nutrition as well as for the environment. This study investigated consumers' opinions of pea and algae burgers compared to the traditional beef burger. The result showed that participants in all of the three examined countries expected pea and algae burgers to be less tasty, but healthier and more environmentally friendly compared to the beef burger.

external page A multi-national comparison of meat eaters’ attitudes and expectations for burgers containing beef, pea or algae protein by Michel F. et al. (2021)

New survey study of meat-eating consumer attitudes in three European countries with different culinary backgrounds. Participants in all three countries expected pea and algae burgers to be less tasty, but healthier and more environmentally friendly compared to the beef burger. 

external page A multi-national comparison of meat eaters' attitudes and expectations for burgers containing beef, pea or algae protein by Michel, F.; Knaapil, A.; Hartmann, C.; and Siegrist, M. (2021)

In a new narrative review, new research describes how heuristics and individual differences among consumers influence the acceptance of agri-food technologies. Results show associations evoked by a food technology, its perceived naturalness, and trust in the industry influence consumer acceptance.

external page Consumer acceptance of novel food technologies by Siegrist, M. and Hartmann, C. (2020)

This study has conducted an internet survey about the acceptance of cultured meat in ten countries. The results show that there are large cultural differences regarding the acceptance. French consumers were the least accepting of the idea of ​​cultured meat. But perceived naturalness of and disgust evoked by cultured meat were important factors in the acceptance of this novel food technology in all countries.  

external page Perceived naturalness, disgust, trust and food neophobia as predictors of cultured meat acceptance in ten countries by Siegrist, M. and Hartmann, C. (2020)

Study findings suggest that successfully launching novel foods require a deep understanding of product perception and the consumer traits that determine rejection or acceptance. Even if the demand for sustainable foods and the consciousness of health and well-being and other societal changes increased, consumers are programmed from early childhood to prefer familiar foods. The study found that that individual variations in disposition determine responses to novelty.

external page Consumer responses to novel and unfamiliar foods by Tuorila, H. and Hartmann, C. (2020)

Survey study indicates is unlikely that animal welfare in mass production systems can be a standalone motivation to initiate dietary changes, especially in those consumers who endorse unapologetic meat-eating justification strategies. Implications for policy and consumer behavior are discussed.

external page Our daily meat: Justification, moral evaluation and willingness to substitute by Hartmann, C. and Siegrist, M. (2020)

Study investigated whether the perceived environmental effect of foods, health consciousness, and food disgust sensitivity would be related to the consumption of meat substitutes and organic meat. Results indicate that increasing consumer knowledge about the environmental impact of foods may lead to more sustainable food consumption.

external page Impact of sustainability perception on consumption of organic meat and meat substitutes by Siegrist, M. and Hartmann, C. (2019)