Communication on hybrid meat products

The research group Data Driven Marketing  of The Hague University of Applied Sciences investigates how producers can best communicate about hybrid meat products. These products combine meat with plant-based ingredients and represent an innovative step towards more sustainable diets. The objective of the study is to increase the acceptance and appreciation of hybrid meat products among consumers when they are introduced in the supermarket. It examines whether a subtle or an extensive and explicit communication strategy is most effective.  

Context

Hybrid meat products are a promising solution within the protein transition towards a more sustainable food supply. Despite their potential, previous launches often failed due to wrong timing and unclear communication. This project investigates how producers of hybrid meat products can effectively communicate about their hybrid nature, so that consumers value, trust and actually buy these products.

Motive

Communicating about reducing meat consumption often evokes negative associations among consumers, while transparency is actually seen as important. The central question of the research is therefore: how can producers optimally communicate about the hybrid nature of their products? Does a comprehensive and explicit approach work better, or is a subtle and indirect approach more effective?

Research  

The research consists of two phases. First, we develop test packages and advertising expressions with different communication levels in co-creation with experts, partners, students and consumers. We then explore how this communication influences consumers. We measure their attitudes and willingness to buy through focus groups. Using eye-tracking and facial expression analysis, we map their attention and emotions. In addition, we let consumers prepare and taste the products in the kitchen facilities of The Hague University of Applied Sciences, so that we can also assess the product experience.

Expected results

The project provides knowledge for producers and policymakers on successful communication around hybrid meat products. In doing so, it contributes to a more sustainable food supply and encourages the reduction of meat consumption.

Target group

• Consumers of meat and meat substitutes
• Producers of hybrid products
• Supermarkets and retail chains
• Policymakers within the protein transition

Cooperation partners  

• Olijck Foods (consortium partner)
• Radboud University
• Consumers’ Association (Consumentenbond)
• ProVeg Nederland
• North Sea Farmers

Duration of the project 

2024 – 2025

Funding  

This project is funded by the Nationaal Regieorgaan Praktijkgericht Onderzoek SIA (National Coordinating Body for Practice-Oriented research SIA).  

Team

The Hague University of Applied Sciences  - research group Data Driven Marketing  

• dr. Patricia Bulsing, researcher
• Jennifer Cahir, researcher
• dr. Hongli Joosten, researcher

Contact

Do you want to know more about the research project Communication on hybrid meat products? Contact: Patricia Bulsing.