Protein source matters: Understanding consumer segments with distinct preferences for alternative proteins

Abstract

Various plant-based protein products are being developed to meet the growing demand for healthier and more environmentally sustainable alternatives to traditional animal-based sources of protein. However, insight on the heterogeneity in consumer preferences for alternative sources of protein is limited. This mixed-methods exploratory study investigates consumers’ motivations, intentions, and preferences regarding alternative protein sources using online survey data from a nationally representative sample of 1012 Australian food shoppers. Overall, 52% of consumers reported never purchasing alternative protein products, mainly due to lack of interest, sensory characteristics, lack of familiarity and price. Among the 62% of consumers who previously purchased or were interested in purchasing alternative protein products, six distinct segments were identified. One segment was ‘Indifferent about protein source’ (34%), another was ‘Open to all alternative protein sources’ (16%), three segments were more discriminating regarding protein sources – ‘Prefer plant-based alternatives’ (20%), ‘Prefer plant-based and averse to some novel alternatives’ (13%) and ‘Prefer some plant-based and averse to novel alternatives’ (11%) - and the final segment was ‘Averse to all alternative protein sources’ (6%). Findings suggest there is interest in more traditional plant-based sources of protein as well as novel sources, but that taste is a priority, along with price, health, and nutrition.