Attribute preferences for plant-based meat analogs – Consumer segments in four European food cultures

Plant-based meat analogs could support a transition toward a more sustainable food system, but consumer acceptance is currently low. Using a rating-based conjoint design, this study investigated what preferences consumers have in relation to different product attributes and how these preferences are distributed across distinct European food cultures. The impacts of the following product attributes were tested: type of meat product being imitated, main protein-rich ingredient, price, and front-of-package claims presenting information about the nutritional content (protein, fiber, and vitamin B12) and quality (naturalness, country of origin, and meat-like taste) of the product. Data from 2986 participants in Finland, Germany, Italy, and Serbia were collected via an online questionnaire. A cluster analysis was conducted to identify consumer clusters with distinct preferences and established scales for food-related psychological traits were used to further characterize these clusters. The largest consumer cluster could best be described as indifferent toward the tested product attributes. However, a substantial share of consumers reacted positively to lower prices and to meat analogs that imitate a processed meat product (burger patty) instead of a whole cut (steak). In addition, country-specific preferences for the main protein-rich ingredient were identified. The front-of-package claims had no meaningful impact on any consumer cluster. Based on these results, product developers should focus on offering affordable options for promising product types and take country-specific preferences into account. However, the findings also indicate that additional efforts beyond product design are required to reach the majority of indifferent consumers.