Non-Meat Analogs—A Mind Genomics Cartography of their perceived health benefits

Gere, Attila and Bellissimo, Nick and Harizi, Ariola and Roberts, Derek and Moskowitz, Howard (2023) Non-Meat Analogs—A Mind Genomics Cartography of their perceived health benefits. In: Rapid Sensory Profiling Techniques. Woodhead Publishing.

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Abstract

Nonmeat analogs are in scientific interest due their possible solution to several world-wide problems, including environmental issues, malnutrition etc. They are meant to offer a healthy and more sustainable alternative for meat products. In spite of the ever-growing interest in nonmeat analogs, many consumers have only a limited or no information on their positive health effect. In order to be able to target these consumer groups, efficient messaging is needed. In the present study, we aim to introduce a methodology, called BimiLeap, that offers an excellent tool to understand the mind of people regarding the health effects on nonmeat analogs. Results suggested that there are three distinct mind-sets present in the population, named critical, lifestyle, and weight loss. Respondent falling into the critical mind-set, are critical of information and need further insights to assess the health benefits of nonmeat analogs, while those falling into the lifestyle mind-set are ready to change their lifestyle to enjoy the health benefits of nonmeat analogs. The third mind-set consisted of people who would connect nonmeat analogs with a healthier lifestyle that helps them lose weight. The identified mind-sets have a unique way of thinking, requiring personalized messaging defined by the used methodology.

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