Study finds meat eaters see plant‑based meat as riskier and lower value

Adelaide University researchers have found that people who regularly eat meat perceive plant‑based alternatives as riskier and less valuable than conventional meat, regardless of how the products are marketed. The study, published in the *Journal of Food and Nutrition Studies*, surveyed over 1,200 Australian consumers and used a randomized controlled design to test reactions to different advertising frames.

Results showed that even when plant‑based meats were presented with health and environmental benefits, meat eaters still rated them lower on safety and taste confidence compared to beef, pork, or chicken. The researchers suggest that entrenched dietary habits and skepticism about novel foods drive these perceptions, highlighting the challenge for marketers seeking to broaden acceptance of plant‑based proteins. The study underscores the need for targeted communication strategies that address specific concerns of traditional meat consumers.