Plant protein preferences in meat and dairy alternatives: An exploratory study of German consumers

• Women, younger and high-educated people are more likely to buy plant-based products • The preference for certain plant proteins varies with the respondents’ type of diet • Proteins from almonds, oats, chickpeas, and peas are the most popular ingredients • Rapeseed, mung bean, and faba bean proteins are least preferred and least known • Consumers’ awareness is the most important factor for a popular plant protein Plant-based products recently gained interest due to consumer trends favoring sustainable diets. They are mainly produced using plant proteins to imitate the properties of animal-based products. While various plant proteins are already utilized in the industry, more insights into consumer perception and acceptance are needed. This study presents the results of a survey with 2,003 participants from Germany. We aimed to gain insight into consumer preferences and to identify the preferred proteins for use in plant-based meat and dairy alternatives, considering psychographic and demographic factors like dietary habits. The participants were asked about their purchase behavior and to rank 17 plant proteins as food ingredients in popularity. More than half of the participants indicated buying plant-based food regularly or occasionally, mainly women, non-omnivores, younger participants, and people with a higher education level. The most popular proteins were from almonds, oats, chickpeas, and peas, and the least preferred were from faba beans, rapeseed, and mung beans. We found that less-known proteins were ranked less popular. The findings demonstrate that the acceptance and popularity of plant proteins depend primarily on consumer awareness and knowledge. Overall, this study provides valuable insights into the complexity of consumers' preferences for meat and dairy alternatives.