Feeds of the Future: A Choice Experiment of Chicken Breast Produced with Micro-Algae or Insect Meal

Increasing global demand for animal-based proteins will require the integration of alternative protein sources as a means to ensure products can be sustainably produced into the future. We elicit German consumer preferences for chicken breast produced using spirulina or insect meal compared to the traditional protein feed source – soybean meal within a discrete choice experimental approach with an information treatment. Spirulina is known for darkening the meat colour when incorporated into poultry diets; insect meal can also slightly alter meat colour. When no information is given about the feed used in production–the source of meat discolouration–consumers were apathetic towards the dark colour produced with spirulina, and consumers preferred chicken breast produced with insect meal. Consumers who received information on the feed type used in production behaved heterogeneously; non-environmentally-conscious consumers were not willing to accept chicken breast produced with insect meal, whereas environmentally-conscious preferred this product. Overall, German consumers are not likely to reject chicken breast produced using alternative protein sources; however, this study points to the importance that credible information and labelling play in consumers’ product choice decisions and thus raises questions over the need for the mandatory declaration of novel feedstuffs in meat production.