Rising consumer interest in hybrid meat driven by taste, quality & price, finds Beneo-Meatless study

Consumer acceptance for hybrid meat products — where plant-based ingredients replace part of the meat content — is rising, particularly among flexitarian consumers, a study by Beneo’s brand Meatless has revealed. The findings highlight why food manufacturers must prioritize taste, quality, and nutritional benefits in NPD, especially to increase hybrid meat’s appeal among flexitarian and health-conscious consumers.

Meatless, which calls itself “one of the first” suppliers to focus on hybrid solutions, processes faba beans, mycoprotein, rice, and quinoa into texturizing solutions and semi-finished products for plant-based and hybrid meat and fish applications. 

The company surveyed 3,500 consumers in the UK, Germany, and the Netherlands from November to December 2025, and found that hybrid meat appeals especially to flexitarian consumers who want to reduce meat consumption without sacrificing taste, price, or quality.

Taste and quality emerged as the key drivers of purchase intent, with a preference for a “real meat taste,” rather than positive features of the plant-based ingredient.

Niels E. Hower, managing director at Meatless, says the idea to conduct the study stemmed from the observation that meat manufacturers are testing the waters by putting small volumes of such hybrid meat products on shelves initially to evaluate consumer acceptance. 

“If those volumes don’t convert to sales, the outlook for hybrids may be questionable. That is exactly why we have recently conducted thorough consumer research across Germany, the Netherlands, and the UK to gain insights into what the consumer is looking for when it comes to hybrid meat products, and what terminology is most appealing,” he tells Food Ingredients First.

“This in turn, allows us to support our customers with their successful product development. For example, the findings highlight that taste and price are the main concerns for consumers that could be barriers to buying hybrid meat products.”

The company’s Meatless texturates directly address these factors by allowing producers to reduce recipe costs, he adds. Manufacturers can also integrate the ingredients “seamlessly into their production process and improve nutritional profiles,” as well as increasing the juiciness of burgers.

Hybrid meat trends

Globally, consumers are interested in hybrid meat products as they feel these options address a combination of health, taste, and ethical concerns, according to Innova Market Insights.

Niels E. Hower, managing director at Meatless, says that combining meat and plants provides a “pragmatic approach of reducing meat by maintaining great taste.”

Four in ten UK consumers identify as flexitarian, with a preference for sausages and minced meat formats.The company’s survey showed that for UK consumers, taste, quality, and price, as well as nutritional considerations, are primary drivers behind buying hybrid meat products. Six in ten consumers expressed willingness to buy hybrid meat products “if the taste is good and the product is offered at an acceptable price,” says Meatless.

The findings also point to premium meat quality, such as premium cuts, certified meat, real taste and texture, playing a decisive role in choosing hybrid meat on market shelves.

UK consumers leaned toward nutritional factors, particularly high protein content, especially among Millennials and Gen Z consumers. In Germany and the Netherlands, while still relevant, nutritional considerations were less of a dominant factor compared to the UK.

UK consumers also laid more emphasis on health-forward messaging and meat quality cues while making hybrid meat purchase decisions. Meatless says these factors will therefore be “key to convince UK consumers of hybrid meat products.”

Addressing rising meat costs

Besides allowing manufacturers to tap into growing consumer demand, the study also points to hybrid meat’s potential as a practical response to the surge in meat costs. Rising costs of beef and chicken are squeezing foodservice margins and driving operational strategies.

To address these concerns, Meatless has designed a cost calculator that manufacturers can use to compare their recipes with hybrid formulations in terms of costs, CO2 equivalents, saturated fat, and energy.

“We are supporting our customers in creating products that fit seamlessly into everyday eating habits and are confident that hybrid will establish itself as a concept that is here to stay, helping to overcome sustainability and availability challenges of the meat category,” Hower says.

Hybrid meat formats

Hybrid meat offers a gateway for consumers who want to reduce meat but are not ready to fully switch to plant‑based options. When animal, plant, and plant-based proteins are blended, manufacturers can preserve the taste and bite of meat that consumers are familiar with.

The alternative protein industry is exploring various hybrid meat formats in burgers and patties, sausages and hot dogs, meatballs, nuggets and bites, as well as minced/ground meats.

Meatless’s survey reveals sausages as the top preference for UK shoppers, with almost half opting for that format, followed by minced meat (33%) and hamburger patties (15%). 

“When having the choice between the full-meat and hybrid version, the results showed a clear preference among flexitarian consumers for hybrid products across all three formats,” notes the company.