国际食品信息委员会+替代蛋白质的创新：了解美国肉食者的观点和购买行为-英-45页_4mb

Executive Summary Summary

The report "Innovations in Alternative Proteins: Understanding the Viewpoints and Purchasing Behaviors of U.S. Meat Eaters" is based on a survey of 1,000 adults aged 18+ conducted in May 2023. It explores American attitudes toward alternative proteins, with a focus on reasons for trying them, influencing factors, and purchase intentions for innovations like cultivated meat.

Key Findings

• Awareness and Tryouts: Over half (57%) of Americans have tried alternative proteins at least once, primarily due to curiosity and perceived health benefits. Soybeans and mushrooms are the most appealing primary ingredients. Interest in newer options like cultivated meat and insect protein is low, with less than 31% aware of them.

• Demographic Insights: Younger consumers (ages 18–34) and those with higher education are more open to alternative proteins and innovations. Conversely, older consumers and those with less education show less interest.

• Purchase Factors: Taste is a top priority for animal meat, and many consumers avoid repeating alternative proteins due to taste dissimilarity. For cultivated meat, factors like comparable taste, affordability, and government approval increase willingness to buy. Trust is boosted by official sources like USDA/FDA approval and scientific publications.

• Interest in New Proteins: Cultivated meat shows growing interest, driven by curiosity, environmental concerns, and ethical reasons (no animal slaughter). However, barriers include price and lack of familiarity with terms.

• Consumption Habits: About 31% of those who tried alternative proteins consume them more often now, while many others (22%) do not repeat use, often citing taste issues or other preferences.

Conclusions

The study highlights a divide in consumer behavior based on demographics, with opportunities for increasing awareness and education to drive adoption of alternative proteins. Cultivated meat holds potential if taste and safety concerns are addressed, and demographic-specific marketing could enhance uptake.