Meat Expectations: consumer categorisation of plant-based proteins

A shift from animal-derived to plant-based proteins, also referred to as the protein transition, is challenging for consumers because consumption of meat and dairy is ingrained in contemporary Western eating culture. A lot of plant-based protein products are available on the consumer market, ranging from innovative ready-to-eat products like vegetarian chicken pieces to traditional protein products like beans. Findings of this dissertation indicate that not all consumers recognise the variety of plant-based proteins as (acceptable) protein sources, which makes it hard for consumers to take all plant-based proteins into consideration. By taking categorisation as theoretical lens to get a broader understanding of how consumers perceive the range of plant-based proteins, this dissertation illustrates that both consumers and supermarkets can “stretch” their categories by repositioning plant-based proteins based on the nutritional goal of protein, steering categorisation in such a way that accelerates the adoption of plant-based proteins.