Aiming to outdo meat lovers, scientists are betting on affordable plant-based burgers.

A new study has disproved previous assumptions made by scientists regarding consumers' reluctance to use plant-based meat alternatives instead of real meat products. While beef remains the preferred choice when prices are equal, the research indicated that a significant portion of people is willing to switch to plant-based options if their prices are substantially lower, reports Phys.org.

The study, published in the journal Proceedings of the National Academy of Sciences, involved 2,100 American consumers and revealed that when all burgers were priced equally, 75% chose beef. However, when plant-based options were offered at half the price of beef, the number of consumers preferring meat alternatives doubled.

Professor Steffen Jan from Martin Luther University Halle-Wittenberg, the lead researcher, explained that few consumers fundamentally reject plant-based alternatives. The falafel burger emerged as the most popular meatless choice, while plant-based burgers designed to closely mimic meat had the lowest demand. This contradicts the common industry belief that meat substitutes must closely resemble real meat to be competitive.

The study's findings are particularly relevant, considering that the United States is one of the largest consumers of beef in the world, with per capita consumption reaching approximately 25 kilograms in 2023. Researchers found that price sensitivity varies across different demographic groups.

The most significant shift occurred among men without higher education: nearly half of them would prefer plant-based alternatives if the price were reduced to 50% of the beef price. Even those who had never tried plant-based meat alternatives before expressed a willingness to consider them when faced with a substantial price difference.

However, despite these findings, current market conditions indicate that meat alternatives remain about 20% more expensive than beef, making widespread adoption less likely under the current price structure. Jan suggests that food producers and restaurants could boost sales of vegetarian and vegan alternatives by strategically lowering prices. He also noted that consumer hesitation may be linked to the perception of plant-based meat as ultra-processed food, which often carries a negative reputation.

Instead of focusing solely on imitating beef, a broader range of plant-based dishes could be offered, which may lead to greater acceptance, according to the authors. The research showed that consumers who were open to one type of plant-based food, such as a falafel burger, were more likely to try others, creating a ripple effect in purchasing behavior.

The study's conclusions are significant for efforts to ensure the environmental sustainability of the planet and the health of individuals. Although meat consumption worldwide remains high, increasing the availability of plant-based alternatives could be an effective strategy for reducing meat consumption in many countries. Scientists agree that reducing meat consumption is necessary for the rational use of resources and minimizing the environmental impact of food production.

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