Consumer attitudes and beliefs towards plant-based food in different degrees of processing – The case of Sweden

The aim of this study was to gain an understanding consumer attitudes and beliefs on three different types plant-based meat alternatives (covering two highly processed Plant Based Meat Alternatives (PBMA) products: a. vegetarian nuggets b. soy mince, pulses: c. pre-cooked beans). analysis based data obtained from a questionnaire-based survey (N = 483) conducted in Sweden November 2020. Consumers were separated into four food preference groups (all whom consume meat): 1. flexitarians (meat reducers), 2. omnivores (mixed diet), 3. consumers who prefer fish (avoid food) 4. explicitly only eat fish). Products chosen with the intention that they represent products scale ranging less product (pre-cooked beans), via mince (a PBMA product) (ready-to PBMA). also one convenience (vegetarian nuggets) mainly used as ingredient (soy mince). Gender, age, education, consumption frequencies, neophobia, health concern, ranking qualities, awareness climate change, link between explored. results illustrate differences similarities well products. Flexitarians group expresses most positive sustainably connected beliefs. Results show for all groups, are perceived more modern, artificial expensive compared pulses, which, turn, healthier better choice “meat fish” eaters attach much importance taste, protein content, satiety domestic origin (from Sweden), whereas guided by ease cooking, health, climate. outcome is expected support policymakers market actors developing target applied strategies addressing among thereby increasing consumers’ intake sustainable protein-rich