Are Argentinians ready for plant-based meat alternatives? A case study on awareness and willingness for consumption.

Meat alternatives' popularity is increasing worldwide. Nevertheless, the attitudes and motivations underpinning their adoption still evolve and may differ by region. In Argentina, where meat consumption per capita is among the highest globally, the market for plant-based meat alternatives (PBMAs) is just beginning to develop. Few reports attempt to explain the behavior of the Argentinian population regarding these products. This study explored the knowledge, attitudes, and perceptions of meat analogues and hybrid products through a national online survey (N = 2339). Also, barriers and drivers to their consumption as well as the target segments were identified. Participants were classified as omnivores 73.8%, flexitarians 19.5%, vegetarians 6%, and vegans 0.7%. Despite the significant lack of awareness about PBMAs, there is a strong willingness to adopt them, with females, younger respondents, and those with lower incomes more open to these options. The main drivers for consumption were health concerns, animal welfare, and environmental awareness. Familiarity was a key factor influencing the adoption, as evidenced by the openness of well-informed omnivores. Lack of available options represented the main limitation for consumption and distrust regarding their origin and sensory appeal were the primary reasons for rejection. This study reveals a potential market for PBMAs in Argentina, highlighting that guaranteeing nutritional and sensory quality is crucial. Educating consumers is also essential for their widespread acceptance.