Consumers increas­ingly choosing hybrid meat products

Eating less meat while still keeping that familiar taste. For many Dutch consumers, that combination is proving attractive. As a result, hybrid meat products are gaining popularity. That is according to new consumer research by Meatless, part of BENEO.

The growing interest in hybrid products does not come as a surprise. Nearly half of the Dutch respondents describe themselves as flexitarians. Within that group, interest is increasing in products where part of the meat is replaced with plant-based ingredients. The product still has to taste good and remain affordable. More than six in ten Dutch consumers say they are willing to buy hybrid meat products if those conditions are met.

Meat quality remains decisive

It is mainly the meat component of the product that convinces consumers. An authentic meat taste appears to be essential. In addition, premium meat quality, high-quality cuts of meat and certified meat all play an important role. Texture and juiciness also weigh heavily in the purchasing decision.

According to the research, the nutritional composition carries less weight. Dutch consumers are more focused on taste and quality. Animal welfare does remain an important factor in the purchasing decision.

Sausages and minced meat preferred

Hybrid sausages and minced meat products are proving especially popular. More than one-third of Dutch consumers prefer those product types. Burgers trail behind and are the favorite choice for one in five consumers.

When flexitarians can choose between traditional meat and a hybrid alternative, they are more likely to choose the hybrid option, according to the research. That applies to sausages, minced meat and burgers alike.

Niels E. Hower, Managing Director at Meatless, sees this as a clear development. “Our research confirms that this pragmatic approach with less meat without compromising on taste is necessary.”

Beneo.com