A comprehensive blind taste test has revealed that plant-based nuggets outperform their animal-based counterparts, according to a new report. The study, conducted by Food System Innovations (FSI) under its NECTAR initiative, claims to be the largest sensory analysis of plant-based meats to date, providing substantial insights into consumer preferences.
“NECTAR’s launch heralds a new era of innovation and collaboration in the alternative protein space”
The NECTAR initiative’s inaugural report, titled the “Taste of the Industry 2024,” integrates data from 1,150 American omnivores who evaluated 45 plant-based meat products across five categories. The products were assessed on 15 sensory attributes, and all plant-based items were compared to their animal-based benchmarks.
Key findings
The taste test, which included Impossible Foods, MorningStar Farms, Quorn, Rebellyous Foods, and SIMULATE, found that plant-based nuggets were the top performers in the nugget category. Despite these successes, most plant-based meat brands did not meet consumer expectations in other categories, such as burgers, hot dogs, bacon, and chicken tenders.
Caroline Cotto, director of NECTAR, remarked on the study’s significance: “We are thrilled to officially unveil NECTAR and embark on this journey towards a more sustainable and delicious future. Our research underscores the potential of alternative protein products to not only meet but exceed consumer expectations.
“Despite slowing sales growth and increasingly negative media coverage of plant-based meats, NECTAR will support brands to unlock new levels of taste and satisfaction to ultimately drive more meaningful market adoption.”
The report found that consumer satisfaction with plant-based products varied widely. General appeal ratings ranged from 37-53%, with breaded products generally receiving higher ratings than unbreaded ones.
Plant-based hot dogs significantly underperformed compared to their animal counterparts, while blended burgers received higher ratings than purely plant-based burgers, indicating a preference for mixed ingredients.
In terms of competitive positioning, some leading plant-based products have approached or achieved taste parity with animal products in categories such as nuggets and tenders, although the average plant-based product still lags behind. The study identified flavor, texture, and appearance as critical areas for improvement, with consumers showing a preference for bolder flavors (meatier, saltier, juicier) in plant-based products.
Category-specific insights
Category-specific insights revealed that plant-based burgers will need significant improvements in flavor and meatiness, while plant-based hot dogs require enhancements in flavor, texture, and appearance.
Plant-based bacon leaders are closer to achieving parity with animal bacon but still need better flavors, meatiness, and crispiness. Chicken tenders should focus on improving meatiness, consistency, and breading flavor, while nuggets should prioritize flavor, meatiness, and consistency to boost consumer satisfaction.
Max Elder, managing director of FSI and founder of former alt-chicken company Nowadays, noted the industry potential of the NECTAR initiative, stating, “By championing great-tasting products, empowering brands and consumers with data-driven insights, and fostering partnerships across the industry, NECTAR’s launch heralds a new era of innovation and collaboration in the alternative protein space.”
Download the full report here.
