A new study conducted in Singapore offers a fascinating look into how parents and children perceive alternative proteins, including plant-based meat, cultivated meat, and insect proteins. The findings reveal that plant-based meats are far more accepted than their more novel counterparts, but concerns about processing and unfamiliarity still serve as barriers.

For plant-based food brands, retailers, and foodservice buyers, this research highlights key factors shaping consumer adoption and provides valuable insights into how to position and market plant-based products effectively.

Key Findings: Alternative Proteins & Consumer Perceptions 

Plant-Based Meat Is Leading the Way

• Most parents and children were familiar with plant-based meats and had previously consumed them.
• Plant-based options were far more accepted than cultivated meat or insect proteins, showing that the category is already integrated into mainstream eating habits.
• Children were particularly curious about plant-based meats, especially how closely they resemble real meat in taste and texture.

Concerns About Novelty & Processing

• Parents expressed concerns about how alternative proteins are made, particularly for cultivated meat and insect-based products.
• Naturalness and transparency in manufacturing were recurring themes, suggesting that brands should emphasize clean-label ingredients and clear communication.
• Taste, price, and health benefits were also key factors influencing acceptance.

Parent-Child Influence on Food Choices

• Parents significantly shape what their children eat, but children also have a strong influence on household purchasing decisions.
• This dynamic means that marketing alternative proteins as family-friendly could be an effective strategy for increasing adoption.

Implications for the Plant-Based Food Industry 

1. Lean Into Familiarity & Taste

Since plant-based meat was the most accepted category, brands should continue to focus on taste and texture improvements that closely mimic conventional meat.

• For Brands: Highlight taste and sensory appeal in marketing efforts rather than just sustainability messaging.
• For Retailers & Foodservice: Stocking familiar plant-based products like burgers, nuggets, and sausages will have greater consumer appeal than more experimental alternatives.

2. Address Consumer Skepticism About Processing

Parents in the study voiced concerns about how alternative proteins are made, reinforcing the need for transparency and consumer education.

• For Brands: Use clear labeling and communication about ingredients and manufacturing methods. Consider minimizing ultra-processed ingredients to build trust.
• For Retailers & Foodservice: Provide staff training and educational materials so that consumers feel confident in trying plant-based options.

3. Position Plant-Based Meat as a Family-Friendly Option

Since parents and children influence each other’s food choices, there is an opportunity to market plant-based options as enjoyable for the whole family.

• For Brands: Consider kid-friendly products like nuggets, tenders, and burgers, emphasizing taste and nutrition.
• For Foodservice: School lunch programs and family-friendly restaurants are key places to introduce plant-based options.

This study reinforces that plant-based meats have an edge over other alternative proteins, but barriers like processing concerns and unfamiliarity remain.

As the alternative protein market evolves, plant-based brands and retailers that align with consumer preferences will be best positioned for long-term success.