‘Meating’ consumer expectations: More work required to improve acceptability of plant-based meat alternative products

Plant-based meat alternatives (PBMA) offer a steppingstone towards healthier, more sustainable food systems. However, product acceptability is pivotal to successful consumer adoption and PBMAs must deliver a positive sensory experience. This study reports consumer acceptability and sensorial characterisation of five commercially available PBMA categories versus meat-based equivalents, stratified by exposure to product information (closed/open condition) and participants familiarity with PBMAs (habitual/habitual non-consumer). Naïve assessors were recruited to participate in sensory evaluation of plant-based burgers ( n = 96), meatballs ( n = 53), breaded ‘chicken’ ( n = 62), plain ‘chicken’ ( n = 47), and sausages ( n = 23) versus meat-based equivalents. Acceptability was measured on a nine-point hedonic scale and sensorial characterisation was determined via check-all-that-apply questioning. In all cases but one, PBMAs were significantly less acceptable versus meat-based equivalents ( p < .05). Overall burger acceptability was significantly higher in the closed versus open label condition ( p = .046) and in habitual versus habitual non-consumers ( p = .047). Condition and familiarity did not influence other PBMA categories. PBMA products were more frequently associated with off-flavours alongside a dry appearance and texture. Alternately, meat-based products were associated with meaty and umami flavours and a juicy texture. This study generates preliminary findings which indicate the need for evidence-based product development to improve PBMA acceptability, accelerate consumer adoption, and promote individual and planetary health. • Sensory evaluation of a range of PBMA product categories vs meat equivalents • Uniquely stratified by prior PBMA familiarity and exposure to product information • PBMA and meat products were selected to minimise compositional variation • PBMAs typically rated less acceptable and more associated with wheaty off-flavours • Familiarity and information exposure influenced the acceptability of burgers