How do omnivore consumers perceive plant-based alternatives to yoghurt, cheese, eggs and salmon? Comparison with animal-based counterparts and consideration of the effect of nutrition and ingredient information

This research was motivated by the sustainable food transition and focused on plant-based (PB) alternatives to yoghurt, cheese, eggs and fish (salmon). An online study was conducted with 1667 consumers from the United Kingdom who were omnivores. Among participants, 24 % were restricted omnivores (or flexitarians) and made some efforts to reduce their animal food intake. Written names were used as product stimuli and varied according to protein type (PB or animal-based). Compared with animal foods, the findings revealed a strong negative perception of PB variants that spanned the four product categories and seven response variables – overall appeal, healthy, affordable, good for the environment, tasty, natural, and versatile. Further, it extended to behavioural intention, where willingness to eat the PB variants was much lower than for the animal-based counterparts. The effect of nutrition and/or ingredient information on product perceptions and behavioural intent was examined, but no major effect was found. When participants were segmented according to their stated willingness to transition to a vegetarian diet, those with a higher willingness (∼1/3 of the total sample) perceived the PB variants more positively than those with lower transition willingness. This latter group (19 % of participants) also showed a significantly higher willingness to eat the PB food alternatives. Collectively, the findings contribute to the accumulating evidence that PB alternatives to animal foods may face many barriers to uptake among consumers who are currently not open to major dietary changes towards sustainability.