Consumer response to blended beef burgers and chicken nuggets is influenced by ingredient and nutrition claims - qualitative assessment

Abstract

Consumers and meat processors are receptive to blended/hybrid meat products, defined as products with partial meat replacement by plant-based ingredients. Blended meat products are a novel way to reduce meat consumption, however, a novel product's market success is determined by consumer expectations and acceptance. Therefore, this qualitative study investigated consumer expectations and opinions of blended meat products in different formats (beef burger, BB and chicken nugget, CN), with a range of blended ingredients, and nutrition claims. Twenty eight meat-eating consumers from Asian (N = 16) and non-Asian (N = 12) countries participated in the product mapping sessions. Both Asian and non-Asian consumers were willing to consume blended meat products for their health and environmental sustainability benefits, but commented that acceptable taste was required. Taste was the most important attribute driving Asian consumers’ acceptance of new food products; it was less important for non-Asian consumers. Both groups liked the concept of blended BBs with added vegetables. Non-Asians favored blended with legumes and questioned the sustainability and high degree of processing associated with plant protein alternatives. The high nutritional value and health benefits of micro-algae was accepted by Asians and non-Asians, but it was not considered a desirable ingredient due to concerns about its expected undesirable taste. Most of the nutrition claims related to high protein and low fat in blended BBs were considered healthy and desirable for both groups. Blended BBs with “No GMO” and “No MSG” were classified as healthy and desirable by Asian groups while for non-Asians they were considered undesirable and not healthy. Labeling with “High in dietary fiber” led to consumers expecting an undesirable product texture in both groups. Blended CNs were especially undesirable for the non-Asians, as they were generally regarded as not healthy and undesirable as a snack. For Asian consumers, blended CNs had better healthiness than conventional CN, but were less desirable. Blended CN with “High in dietary fiber” claim was most liked followed by blended CN with “No trans-fat”. Therefore, blended BBs show great opportunities for further product development for both non-Asian and Asian consumers. Findings from this preliminary study provide meat manufacturers and product developers with insight into how consumers from different cultures perceive BBs and CNs.