A Question of Choice: Trend-Sensitive Swedish Consumer Attitudes Toward Plant-Based Meat Analogues

Plant-based meat analogues (PBMAs) are positioned as promising alternatives to animal-based foods due to their potential environmental and health benefits. This study aimed to investigate the acceptability of PBMAs among trend-sensitive Swedish consumers, including both those who already eat PBMAs and those who do not. A questionnaire with both closed and open-ended questions was distributed digitally via social media using convenience/snowball sampling (n = 291). Data were analyzed using descriptive statistics, chi-square tests, and qualitative content analysis. The results show that PBMA consumption was significantly more common among women, urban dwellers, and individuals identifying as flexitarians or vegetarians. Environmental concerns and animal welfare were the most important motivators for PBMA consumption, whereas non-consumers cited issues such as imported ingredients, high processing levels, and poor sensory qualities as barriers. Consumers valued flavor and visual appeal more than production or nutritional attributes. Interestingly, while current PBMA consumers did not seek meat-like sensory properties, non-consumers and potential users preferred products resembling meat in taste and texture. The name “plant-based protein” was rated most appealing, compared to alternatives like “meat analogue” or “meat substitute.” The study highlights the heterogeneity in consumer expectations and emphasizes the need for tailored product development and communication strategies. Improving sensory quality, enhancing nutritional value, and positive product naming may support a broader acceptance of PBMAs.