Complexity of consumer acceptance to alternative protein foods in a multiethnic Asian population: A comparison of plant-based meat alternatives, cultured meat, and insect-based products

Alternative protein foods can be manufactured from various sources, including plants, insects, and cultured meat. Asia is a unique consumer market, with diverse ethnicities and culinary traditions that may impact consumer acceptance of these emerging protein products. Yet, few studies have compared various alternative protein foods within a multi-ethnic Asian population. We examined how sociodemographic factors were associated with alternative protein food acceptance and investigated the attitudes of individuals towards consuming plant-based meat alternatives, cultured meat, and insect-based products. Adult Singaporeans (n = 1224) from the Multi-Ethnic Cohort 2 study (75 % Chinese, 15 % Indian, 10 % Malay) were surveyed. Hierarchical ordinal regression was used to identify the sociodemographic and attitudinal factors of consumption intent and price sensitivity. Consumption intent for plant-based meat alternatives was the highest, followed by cultured meat, and insect-based products. The perception of un-naturalness was the strongest barrier to consumption intent and this perception was strongest for cultured meat, followed by insect-based products, and plant-based meat alternatives. Males and those more familiar with the products were more willing to consume alternative protein foods, whereas ethnic Malays were less willing. Attitudinal factors that were unique to specific types of alternative protein foods were concerns over zoonotic diseases (plant-based meat alternatives), distrust in gene technology (cultured meat), food neophobia and animal welfare (insect-based products). Participants were willing to pay more for alternative protein foods if they had concerns over drug residues in meat. Our findings suggest that differential strategies may be needed to promote acceptance of different types of alternative protein foods.