Consumer Behavior Toward Hybrid Meat: A Systematic Review and Industry Implications

Hybrid or blended meat products are an emerging category of food formulations composed of a variable ratio of animal-derived protein and plant-based ingredients. These products mimic the sensory characteristics and structural attributes of traditional meat items while facilitating a transition toward more heath conscious, and sustainable dietary patterns, due to the presence of plant components. Hybrid meat offer a viable solution for the growing movement of flexitarians, addressing health and ethical concerns regarding animal welfare and environmental sustainability without necessitating the strict dietary restrictions of complete abstinence. This thesis provides a comprehensive review of the factors that influence consumers’ preferences for hybrid meat. Furthermore, the manuscript discusses the implications for industry stakeholders, and policymakers as well as identifying key areas for further research. A total of 38 studies were identified, reviewed, and discussed. The results indicate that consumer preferences are driven by a large number of factors, namely: intrinsic product factors, extrinsic product factors, psychological factors, situational factors, sociocultural factors and biological factors. These insights offer valuable guidance for the industry and scientific community in understanding market dynamics and optimizing the commercialization of hybrid products. Finally, several future research avenues are outlined and discussed.