Consumer perception of plant-based burger recipes studied by projective mapping

• Consumer perception of clean label in plant-based meat alternatives was investigated Length ingredient list the most important aspect attended to by consumers Consumers further differentiated products based on presence non-CL ingredients Recipes with longer were considered less healthy, but tastier Clean recipes described as natural, processed, known Driven consumer interest sustainable diets, (PBMA) are gaining popularity more available market. increasingly demand “clean label” (CL) free additives and using a limited number ingredients. This is challenge for PBMA producers due difficulty imitating meat-like properties without additives. Against this backdrop, study understanding interpretation CL status PBMA, burger case study. Eight – systematically varying main plant protein ingredient, recipe length, familiarity ingredients, clean-label evaluated (N=55) projective mapping. The length list, together primary that caught attention consumers. separated complex, unhealthy also tasty from shorter perceived simpler healthier, . Furthermore, smaller part data explained chemical Overall, indicates than per se.