Protein source matters: Understanding consumer segments with distinct preferences for alternative proteins

Various plant-based protein products are being developed to meet the growing demand for healthier and more en-vironmentally sustainable alternatives to traditional animal-based sources of protein. However, insight on the het-erogeneity in consumer preferences for alternative sources of protein is limited. This mixed-methods exploratory study investigates consumers' motivations, intentions, and preferences regarding alternative protein sources us-ing online survey data from a nationally representative sample of 1012 Australian food shoppers. Overall, 52% of consumers reported never purchasing alternative protein products, mainly due to lack of interest, sensory charac-teristics, lack of familiarity and price. Among the 62% of consumers who previously purchased or were interested in purchasing alternative protein products, six distinct segments were identified. One segment was 'Indifferent about protein source' (34%), another was 'Open to all alternative protein sources' (16%), three segments were more discriminating regarding protein sources - 'Prefer plant-based alternatives' (20%), 'Prefer plant-based and averse to some novel alternatives' (13%) and 'Prefer some plant-based and averse to novel alternatives' (11%) -and the final segment was 'Averse to all alternative protein sources' (6%). Findings suggest there is interest in more traditional plant-based sources of protein as well as novel sources, but that taste is a priority, along with price, health, and nutrition.

Automated summary

Various plant-based protein products are being developed to meet the demand for healthier and more environmentally sustainable alternatives to animal-based protein. However, consumer preferences vary greatly and are influenced by factors such as taste, price, familiarity, and health benefits. This study identified six consumer segments, including those indifferent to protein source, open to all alternatives, preferring plant-based alternatives, averse to some novel alternatives, preferring some plant-based alternatives, and averse to all alternatives.