BRAZILIAN CONSUMERS PERCEPTIONS AND WILLINNESS REGARDING HYBRID MEAT PRODUCTS AND THEIR INGREDIENTS

Abstract: Hybrid meat products are elaborated with partial replacement of meat by more sustainable protein sources, in general, they are healthier and more environmentally friendly than traditional meat derivates. In Brazil, they are not allowed due to legislation in force, however, understanding the perceptions of consumers regarding these products may help the Brazilian meat companies understand their potential. Thus, this study aimed to evaluate the perceptions and willingness of consumers regarding the reduction of meat and consumption of hybrid meat products. For that, a questionnaire was applied to 112 consumers (59% women, 41% men). The data was evaluated by frequency analysis, Pearson Qui-Square, and Likelihood ratio. Participants considered meat a great source of nutrients, however, they also linked livestock farming to negative effects on the environment. 90% of participants were not considering dropping out of meat consumption, but most were willing to reduce meat from their diets, and women are more likely to do it than men (68% vs. 49%, p=0.045). The main reason for reducing meat was well-being and health and for consumption of hybrid meat products, if available on the market, was appealing sensory characteristics. Furthermore, women were quite more willing to consume hybrid meat products compared to men (90.8% vs. 75%, p=0.024). Finally, participants were asked to indicate if some label information and ingredients were positive or negative. The allegation “Reduced meat product with added plant proteins” was considered positive, but far more positive for women than men (64% vs. 36%, p=0.002). Ingredients such as soy, pea, and bean concentrate proteins were considered mostly positive, otherwise, animal fat and monosodium glutamate were considered negative ingredients. These results suggest that consumers would consume hybrid meat products if they had good sensory and healthy appeal compared to traditional meat products.