Taste and protein drive hybrid meat demand

Hybrid meat products are becoming a credible option for UK consumers, according to new research from Meatless, a brand of Beneo.

The survey of 3,489 consumers across the UK, Germany and the Netherlands found that six in ten UK shoppers would buy hybrid meat if the taste is good and the price is acceptable.

The findings underline that UK consumers are not motivated by plant‑based novelty alone. Instead, purchase intent is “heavily driven by positive features of the meat component rather than the plant‑based ingredient”, with a “real meat taste” considered essential for hybrid products to succeed.

Premium cues — such as certified meat, recognisable cuts, and convincing texture — were also found to play a decisive role in driving interest.

Health-forward messaging matters more in the UK

Compared with Germany and the Netherlands, UK respondents placed greater emphasis on nutritional benefits, with “high in protein” ranking among the top three purchase drivers. For Millennials and Gen Z, protein content was the single most influential factor.

This suggests that hybrid products positioned around health, protein density and balanced nutrition may resonate more strongly in the UK than in neighbouring markets.

Sausages lead the way as the preferred hybrid format

The survey also explored format preferences, revealing that sausages are the clear favourite among UK shoppers, chosen by almost half of respondents. Minced meat (33%) and burger patties (15%) followed.

Among flexitarians — who make up four in ten UK consumers — hybrid versions were preferred over full‑meat options across all formats, signalling a strong commercial opportunity for manufacturers targeting this group.

Hybrid as a pragmatic path to reduction

Niels E. Hower, managing director at Meatless, said the findings validate the company’s long‑held belief in hybrid innovation.

“As one of the first suppliers to focus on hybrid solutions, Meatless has long believed in the power of combining meat and plants,” he said. “Our survey confirms that this pragmatic approach of reducing meat by maintaining great taste is key.”

Hower added that hybrid products can help the sector navigate sustainability and availability challenges in the meat category — a point reinforced by the survey’s emphasis on taste and quality as non‑negotiables.

A commercial opportunity

The research highlights several implications for producers:#

• Meat‑first positioning is essential — consumers want reassurance that the meat component remains high‑quality.
• Protein‑led messaging will be particularly effective in the UK market.
• Familiar formats such as sausages and mince offer the strongest entry point.
• Cost‑sensitive shoppers expect hybrids to match or beat full‑meat equivalents on value.

Meatless says its plant‑based texturates — made from ingredients such as faba bean, rice and mycoproteins — are designed to help manufacturers deliver “a familiar meaty taste and improved juiciness, while providing a better nutritional profile.”

The company has also developed a cost calculator to help manufacturers compare full‑meat and hybrid recipes on cost, CO₂ equivalents, saturated fat and energy, reflecting growing pressure on producers to balance affordability with sustainability.

A market poised for growth

With flexitarianism firmly established and consumers increasingly seeking healthier, lower‑impact options without sacrificing taste, Beneo’s research suggests the hybrid category is well‑positioned for expansion.

As Hower concludes: “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.”