A növényi alapú húsimitátumok fogyasztói preferenciáinak vizsgálata Magyarországon

In recent decades, it has become certain that not only inadequate nutrition, but also excessive food consumption can cause damage to the body. A significant part of these can be linked to an inappropriate lifestyle, in which two main pillars are considered the biggest problem, one is unhealthy nutrition, and the other is lack of regular physical exercise. The most important objective of the research is to explore consumer preferences in relation to plant-based meat imitation products. To achieve the objectives of the research, we launched a nationally representative survey of 500 people in October 2020. The questionnaire consisted of two main parts. First, we asked about typical dietary patterns, and then we examined consumer preferences for meat substitutes. According to the results of the research, the leading dietary pattern is omnivorous, while the proportion of other alternative dietary patterns is negligible. We found that moderate meat consumption is increasingly characteristic of omnivores as well. 35% of respondents have already tried plant-based products. In this case, a higher proportion of younger people and women can be observed, as well as people with higher levels of education. In this case too, the degree of perceived health awareness is a strong influencing factor. The most important reasons for non-consumption include negative beliefs and attitudes related to taste, difficulty giving up meat, and health anomalies related to plant-based meat imitations. For manufacturers, this means that they need to develop plant-based products that excellently imitate the usual texture (texture), color, and enjoyment value of meat. The more natural the composition of a plant-based meat analogue, the greater its chance of successful market introduction. The most important aspect of product development is therefore the identity of the two categories, which can be a basic condition for substitutability. A further conclusion of the research is that manufacturers can simultaneously target vegetarian, vegan, flexitarian, and meat-reduced target groups.