A new study suggests that repeated consumption of plant-based meat alternatives (PBMA) over time does not improve the enjoyment for consumers. However, the context - in which meals plant-based substitutes are used - is crucial in shaping consumer perception.

Building an acquired taste

Published in the journal "Appetite," the study explored whether increased familiarity with plant-based meat analogs (PBMA) could lead consumers to develop a heightened passion for them over time.

Previous research has shown that consumer reluctance to accept PBMA results from unfamiliarity, negative perceptions, and socio-cultural aspects.

A body of research suggests that with increased consumption, foods can become more acceptable to consumers. However, the counterbalance to this is research suggesting that increased exposure may decrease consumers' pleasure in food, making them appear "boring."

In plant-based substitute studies that found consumers' "boredom" increasing, participants also used these ingredients in a wide range of meals to alleviate this by providing variety.

Testing consumer attitudes

To test whether consumer acceptance would truly increase over time, researchers recruited 61 participants who consumed a meat-rich and PBMA-poor diet.

Over a four-week period, participants were tasked with cooking two meals per week – one from a pre-set box with all the necessary ingredients and one of their choice, including two PBMA, plant-based chicken and plant-based minced meat.

They were divided into two subgroups: one group always prepared their own chicken-based meal and had a box with plant-based minced meat, while the other subgroup had the inverse.

Both before and after the four-week period, they completed a questionnaire, followed by a third one four weeks later, regarding their consumption habits in the four weeks following the main study period. 179 people were chosen as a control group to counterbalance these participants.

The taste and texture of PBMA were measured, as well as the overall taste of the complete meal, taking into account how important the context in which PBMA is presented is for it to be enjoyable. At the beginning and end of the study, participants were asked how often they consumed PBMA.

No increased pleasure

The research found that the taste of plant-based foods did not change over time. On the other hand, it did not decrease either, which the study authors suggest may be due to the variety of food that mitigates the potential "boredom" that PBMA could otherwise cause.

However, the context proved to be crucial. The study found that the "desire to eat" was stronger for meals created by participants than for options from the meal box. The overall taste for the meal also showed a strong correlation with the enjoyment of PBMA, suggesting the importance of incorporating PBMA into meals.

Furthermore, although there was a general preference for plant-based minced meat over plant-based chicken, the difference was less significant if the two appeared in the same meal.

While the study did not increase the taste preference for PBMA, it did increase usage. In the questionnaire four weeks after the end of the main study section, researchers found that those who consumed plant-based meals did so more frequently after the testing period compared to those in the control group.