Acceptance and appreciation of hybrid products

Reducing meat consumption is easier said than done. A practical intermediate solution is hybrid food: a combination of meat and plant-based ingredients. The Research Group Data Driven Marketing of The Hague University of Applied Sciences studied how food producers can best communicate this concept, so that consumers will actually purchase hybrid products in the supermarket. 

The aim of the study was to increase consumer acceptance and appreciation of hybrid meat products when they are introduced in supermarkets. What works better: a subtle message or more detailed and clear communication? 

Overcoming unfamiliarity 

‘Olijck Foods produces food that consists partly of meat and partly of plant-based ingredients, such as seaweed,’ Patricia Bulsing explains, senior researcher at the Research Group Data Driven Marketing and senior lecturer in Nutrition and Dietetics at The Hague University of Applied Sciences. 'These products perform well for use in catering and are better for the climate and for health. However, the step towards supermarket sales is significant as unfamiliar products tend not to be embraced. Olijck Foods therefore wants to understand how best to introduce its innovative products in supermarkets in order to increase consumer acceptance, trust and appreciation.' 

Communication

This has led to a consortium consisting of Olijck Foods, the Dutch Consumers’ Association, ProVeg Nederland, North Sea Farmers, Radboud University and The Hague University of Applied Sciences to investigate how best to inform consumers about hybrid food. The project lasted one year and was funded by the Taskforce for Applied Research SIA through a KIEM scheme. 

Meat lovers versus flexitarians

The study consisted of three parts.  First, students from the minor Purposeful Marketing designed two types of test packaging. On the front of one package, it was clearly stated that the product was partly plant-based.  On the other package, this was communicated less clearly. Both packages were then discussed in two focus groups of eight participants each: meat lovers and flexitarians. Both groups preferred the clear packaging, as they felt they would otherwise be misled. This was particularly important for the meat lovers. 

Tasty burger

'During a kitchen study, we examined how clear and subtle packaging influences consumer behaviour,' Patricia explains.  'Sixty participants prepared and tasted a hybrid burger themselves. Half of them received packaging that clearly stated the burger was enriched with vegetables.  The other half received packaging with a clearer message.'  After tasting the burger, participants in both groups answered questions about, among other things, taste, quality and the packaging. Unsurprisingly, the group that received the clear packaging better understood that it concerned a hybrid meat product. Interestingly, this group also rated the burger as tastier than those who received the less clear packaging.

Willingness to purchase

'In our Consumer Experience Lab, we used eye-tracking to measure which packaging attracts the most attention,' Patricia continues. 'What do people look at? Which packaging do they consider reliable, and which product would they choose to buy?'  In addition to the clear and implicit versions of the hybrid meat product packaging, participants were also shown packaging for a nut bar and soup. Although the eye-tracking data have not yet been fully analysed, but one conclusion can already be drawn. Transparency, in other words: clear communication, leads to lower willingness to purchase. With less clear communication, this willingness is higher. 

Further development

The study has almost concluded and clearly demonstrates how education and industry can work together. Students designed the packaging and set up the kitchen study, while companies contributed their practical expertise. According to Patricia, this study is a first step towards a broader acceptance of hybrid food.  'We expect follow-up projects in other contexts, such as the hospitality sector, or involving other plant-based ingredients. This will help further increase appreciation of hybrid food.' 

Want more information about the research? Please visit the project page or contact Patricia Bulsing.