Exploring awareness, consumption, key barriers, and enablers of plant-based meat alternatives among Indian youth

The plant-based meat alternatives (PBMA) have emerged as sustainable food choices in the wake of the United Nation’s Sustainable Development Goals, however, there are challenges in their acceptance and consumption especially among developing nations. This study aimed to assess the awareness, consumption, perceptions, barriers, and enablers of plant-based meat alternatives among Indian youth. An online cross-sectional study across five zones of India was conducted using a formulated and validated questionnaire upon approval. The Chi-square test and Spearman rank correlation were performed at p ≤ 0.05 level of significance. Of a total of 358 participants, the majority 214 (60%) were females, with a mean age of 27.27 ± 2.9 years. Although, more than half (59%) were aware of the term PBMA, only 18% of participants consumed them. The key barriers to low consumption were high cost, poor knowledge, and less availability; whereas health benefits, animal welfare, and environmental safety were enablers of PBMA consumption. Level of education was significantly (p < 0.05) associated with awareness and consumption of PBMA. Participants positively perceived PBMA’s to be nutritious, healthy, protein-rich, sustainable, and environment-friendly. Indian youth were aware and had a positive perception of PBMA however, their consumption was lower. Interventions to promote the consumption of sustainable food choices such as PBMAs and thereby increase the consumer demand for environment-friendly healthy food choices should be encouraged.