Brands and policymakers can boost alternative protein adoption by tapping into consumers’ psychological need to belong, alongside improving taste experience.
Recent data highlights “common identity priming” – a psychological technique that activates shared identities to encourage behaviour change – and hybrid meat as key levers to drive alternative protein adoption.
Both approaches focus on establishing common ground (shared values and interests), rather than a middle ground that requires compromise.
“Harnessing the common identity shared among meat-eaters and their connection to plant-based food is crucial in promoting the transition to plant-based diets,” wrote researchers in Journal of Retailing and Consumer Services.
“By framing plant-based choices as extensions of familiar dietary habits rather than stark departures, individuals are more likely to embrace change. Therefore, leveraging this common identity fosters acceptance, minimises resistance, and paves the way for a more inclusive and sustainable food culture.”
Researchers found that meat-eaters were more willing to buy plant-based food when it was framed through a shared identity rather than a vegan one, as this reduced feelings of identity threat.
“Our results contribute to the understanding of the identity-based factors in influencing food consumption and offer insights for marketers, retailers, and policymakers to encourage a more sustainable diet,” researchers said.
“Our novel, social identity-related approach for promoting plant-based food can potentially inspire further exploration and implementation of identity-based interventions in the pursuit of a more sustainable food future.”
Identity priming study
In one experiment, omnivores were shown an Instagram advertisement for a fictitious plant-based burger featuring a spokesperson.
In one scenario, the spokesperson was a vegan; in another, they were framed around a shared identity as a travel enthusiast enjoying exploring new places and learning about different cultures.
Results showed that shared identity messaging reduced participants’ identification with the “meat-eater” group, lowering perceived identity threat and increasing willingness to purchase plant-based food.
This concept of finding common ground also extends to product innovation aimed at closing the taste gap between alternative proteins and conventional meat.
The promise of blended protein
Studies in the United States and Asia suggest strong consumer receptivity to blended or hybrid meat products that combine plant-based and animal protein.
Blind taste tests by alternative protein think tank NECTAR found that some blended meat products outperformed conventional animal meat in the United States.
Similar trials in Singapore showed blended products were significantly more appealing than fully plant-based alternatives.
Food companies are already moving in this direction. Compass Group Australia has replaced 30% of its conventional beef mince with blended protein.
In Singapore, meat producer Quality Meat has partnered with food innovation firm Nurasa to develop hybrid meat products combining animal protein with its proprietary Q-protein system.
Nurasa CEO Guo Xiuling said the category aims to bridge gaps in health, taste, and sustainability while retaining the sensory experience of meat.
While taste gaps remain, these findings suggest alternative proteins may be closer to mainstream adoption than previously expected.
“We knew that integrating alternative proteins into the conventional meat supply would create products that could substantially reduce carbon emissions, mitigate supply chain risks, and deliver public and personal health benefits. What was unclear was whether producers could do so without compromising on taste. That last part is critical because the vast majority of consumers are not willing to sacrifice on taste for the sake of increased sustainability or health,” Jennifer Morton, Head of Corporate Engagement at the Good Food Institute APAC, told FoodNavigator.
“Given that only minimal R&D investment has gone towards enhancing animal meat with high-quality plant proteins, we expected enhanced meats to lag substantially behind the fully animal version. But to our surprise, not only did several enhanced meats closely match their conventional counterparts on taste, but one even outperformed the original. This demonstrates that the category is actually much closer to achieving its full market potential than previously thought.”