Hybrid meat products, in which plant-based ingredients replace part of the meat content, are gaining popularity with consumers according to new consumer research from Meatless, a brand of BENEO.
The survey found that consumers see them as a credible and appealing option, with key arguments including reducing meat consumption without compromising on taste, quality, or price.
With four in ten UK consumers now identifying as flexitarians — consuming primarily plant-based foods but occasionally eating meat, dairy and fish — these hybrid products could gain further traction.
The results
The consumer survey of 3500 respondents showed that, in the UK, taste, quality, price and nutritional considerations are the primary drivers of purchase intent.
Six out of ten consumers said they would be willing to buy hybrid meat products if the taste is good and the product is offered at an acceptable price.
The research also revealed that consumers' purchase intent is heavily driven by the positive features of the meat component rather than those of the plant-based ingredient. A 'real meat taste' was considered a fundamental requirement for hybrid products in order to appeal to consumers.
Premium meat quality, including premium cuts, certified meat, real taste and texture, also plays a decisive role, contributing strongly to purchase intent.
Notably, compared to Germany and the Netherlands, nutritional aspects were found to be especially important in the UK, with 'high in protein' ranking among the top three statements driving purchasing intent.
For Millennials and Gen Z, a high protein content is crucial. Effective health messaging and meat quality cues will therefore be essential to persuade UK consumers about hybrid meat products.
When it comes to overall format preferences, sausages were the clear favourite among UK shoppers in the survey, with almost half opting for that format, followed by minced meat (33%) and hamburger patties (15%).
When having the choice between the full-meat and hybrid versions, the results showed a clear preference among flexitarian consumers for hybrid products across all three formats.
Niels E. Hower, Managing Director at Meatless, said: "As one of the first suppliers to focus on hybrid solutions, Meatless has long believed in the power of combining meat and plants."
"Our survey confirms that this pragmatic approach of reducing meat by maintaining great taste is key."
We are supporting our customers in creating products that fit seamlessly into everyday eating habits and are confident that hybrid will establish itself as a concept that is here to stay, helping to overcome sustainability and availability challenges of the meat category.
