Consumer co-creation of hybrid meat products: A cross-country European survey

Hybrid meat products are blends of and plant-based ingredients that could bridge the gap for consumers who want to reduce their intake, without sacrificing taste, convenience familiarity traditional processed products. However, little is known about consumers’ preferred formulations, willingness try (WTT), buy (WTB), how they perceived compared meat-free alternatives. Therefore, this study aimed to: 1) identify hybrid recipes with most potential acceptance using a co-creation approach; 2) understand WTT WTB 3) compare vs alternatives on several attributes (healthy, ethical, environmentally friendly, convenient, affordable, tasty, enjoyable, acceptable, aspirational, nutritious, simple, safe). The online survey total 2,405 in Denmark, Spain UK, revealed across countries prefer hypothetical beef burger made 25% or 50% (onions, herbs, spices, garlic mushrooms) nutritional claim protein fat. At least 57% were willing at 46% Across attributes, scored similarly differently from considered as healthy, ethical while enjoyable simple. These findings provide insights practical suggestions companies manufacturing innovative solutions policy makers aiming promote more varied diets.