Profiling the novel plant-based meat alternative category: Consumer affective and sensory response in the context of perceived similarity to meat.

Plant-based meat alternatives (PBMAs) are increasingly popular and may contribute towards reduction of negative environmental impacts associated with the meat industry. Inferior sensory characteristics of PBMAs, compared to conventional meat products, remain a barrier for uptake of these products. This study aimed to profile a wide range of PBMAs for perceived similarity to meat, consumer liking, emotional response and sensory experience, and to determine consumer drivers of liking for this product category. Twenty-one PBMAs, spanning a broad range of product types (burger patties, sausages, meatball alternatives, chicken/beef pieces, bacon alternative, turkey roast alternative) and main protein ingredients (extruded plant proteins, tofu, or legumes/vegetables) representative of PBMAs available to Aotearoa New Zealand consumers, were tasted and evaluated by 140 Aotearoa New Zealand residents. Samples ranged widely in their perceived similarity to meat (median value range: 1.0-4.0 on a 5-point-scale) and overall liking ratings (mean ± SD, range: 35.1 ± 1.2--77.7 ± 17.4 on a 100-point hedonic scale). Overall liking ratings were driven mostly by liking for flavour, followed by texture, and less so by appearance. Sensorially, sample differentiation was mostly associated with variation in meat-related flavours and textures, or vegetable-related attributes. Notably meat flavour was the main driver of liking, and a very strong relationship (r = 0.92) was observed between perceived similarity to meat and overall sample liking ratings. Meat-like samples were also associated with positive emotional terms, whereas samples made from wholefoods were associated with negative emotional terms. Textural terms ('gluey/slimy', 'pasty/doughy') associated with wholefood products were also negative drivers for liking, and should be avoided in future PBMA products. In conclusion, the general population maintains a strong preference for PBMAs that are similar to meat, validating ongoing efforts to improve the meat-like properties of new and emerging products. PBMAs made from wholefoods require extensive product development to achieve consumer satisfaction across the category.