Plant-Based Only: Investigating Consumers’ Sensory Perception, Motivation, and Knowledge of Different Plant-Based Alternative Products on the Market

Abstract

Consumer acceptance and product development of sustainable, healthy, and tasty plant-based alternative products (PBAPs) are closely interlinked. However, information on consumer perceptions of the sensory profile of plant-based meat, cheese, and milk remains scarce. The study aimed to investigate German consumers’ (1) sensory evaluation of PBAPs and (2) consumers´ motivations and knowledge underlying the purchase of such products. This was analyzed in relation to different dietary styles of consumers (omnivore, flexitarian, vegetarian, vegan). A sample of 159 adults completed two tasks: first, a sensory test in which participants tasted and rated three different PBAPs in two consecutive sessions, and second, a questionnaire on consumption behavior, motivation, and knowledge. Results show few differences between nutrition styles in sensory evaluation of individual product attributes. However, overall liking was rated significantly higher by vegans than by omnivores. All dietary styles reported animal welfare and environmental aspects as the main motivations for consuming PBAPs. Most participants acknowledged that meat and cheese alternatives are highly processed foods and not a fad but are not automatically healthier or more environmentally friendly than their animal-based counterparts. Future research should focus on emerging product segments such as plant-based cheeses to better understand how consumers evaluate PBAPs.