Hybrid meat products are gaining traction among consumers in the UK, as highlighted by new research from Meatless, a brand under Beneo.
A survey involving 3,489 participants from the UK, Germany, and the Netherlands revealed that 60% of UK shoppers are inclined to purchase hybrid meat if the taste meets their expectations and the pricing is reasonable.
This research indicates that UK consumers are not simply attracted to the plant-based trend; instead, their purchasing intentions are “heavily driven by positive features of the meat component rather than the plant-based ingredient,” emphasizing that a “real meat taste” is essential for the success of hybrid offerings.
Additionally, premium indicators—like certified meat, familiar cuts, and an appealing texture—were identified as critical factors influencing consumer interest.
Health-focused messaging is more pertinent in the UK
In contrast to respondents from Germany and the Netherlands, those from the UK placed a greater value on nutritional aspects, with “high in protein” recognized as one of the top three factors influencing their buying decisions. Among Millennials and Gen Z, protein content emerged as the most significant consideration.
This trend suggests that hybrid products emphasizing health benefits, protein richness, and balanced nutrition are likely to resonate more effectively in the UK compared to neighboring regions.
Sausages emerge as the top hybrid choice
The study also examined format preferences, showing that sausages are the preferred hybrid option for nearly half of the UK respondents. Following them, minced meat attracted 33% of preferences, while burger patties accounted for 15%.
For flexitarians, who represent 40% of UK consumers, hybrid versions were favored over traditional meat options across all formats, signaling a promising market potential for manufacturers targeting this demographic.
Hybrid products as a practical approach to reduction
Niels E. Hower, managing director at Meatless, remarked that the results bolster the company’s long-standing belief in the potential of hybrid innovation.
“As one of the earliest suppliers focusing on hybrid solutions, Meatless has consistently recognized the benefits of blending meat and plants,” he stated. “Our survey affirms that this practical method of reducing meat while preserving exceptional taste is crucial.”
Hower stressed that hybrid products can assist the industry in addressing sustainability and supply chain challenges in the meat sector, highlighting that taste and quality are regarded as non-negotiable elements.
A significant commercial opportunity
The findings present several key implications for producers:
- Prioritizing meat-first messaging is critical; consumers seek assurances regarding the quality of the meat component.
- Protein-centric messaging will have a strong impact in the UK market.
- Familiar products such as sausages and minced varieties provide the best entry points.
- Value-conscious shoppers expect hybrid products to either match or exceed the value of traditional meat options.
Meatless offers plant-based texturates made from ingredients like faba beans, rice, and mycoproteins, aimed at helping manufacturers achieve “a familiar meaty taste and improved juiciness, while delivering a better nutritional profile.”
The company has also introduced a cost calculator for manufacturers to compare full-meat and hybrid recipes regarding cost, COâ‚‚ emissions, saturated fat, and energy, reflecting the increasing need for producers to balance affordability with sustainability.
A market ready for growth
With flexitarianism well established and consumers actively seeking healthier, lower-impact alternatives that do not compromise on flavor, Beneo’s research indicates that the hybrid category is poised for significant growth.
In conclusion, Hower stated, “We are aiding our clients in developing products that integrate effortlessly into daily eating routines and are confident that the hybrid concept will establish itself as a lasting presence.”
