With alternative proteins like plant-based meat, cultivated meat, and insect protein gaining attention as sustainable food solutions, understanding how different consumer groups perceive these products becomes crucial for advocates and industry stakeholders. Children represent an especially important demographic since childhood food experiences often shape lifelong eating patterns, yet research on children’s attitudes toward alternative proteins remains limited. This Singapore-based study provides valuable insights into how both children and their parents view these emerging protein sources, revealing important differences in acceptance patterns and the factors that influence willingness to try these products.

Researchers recruited 19 child and parent pairs via email, social media, advertisements in local eateries and sports centers, and word of mouth. Separate focus groups were held for children and parents. Participants were assigned to groups according to their level of awareness of alternative proteins, and children were also divided by age. The roughly hour-long, semi-structured discussions were recorded and transcribed, and the researchers analyzed the transcripts for themes and subthemes.

Key findings included:

• Plant-based meat leads in acceptance: Both children and parents were most familiar with and willing to try plant-based meat compared to other alternatives. Many had already consumed products like soy-based options and brands such as Impossible™ meat.
• Children show curiosity about alternatives: Most children expressed interest in trying alternative proteins, especially wanting to understand how similar plant-based and cultivated meat taste compared to traditional meat. However, they showed more resistance to insect proteins due to fear and disgust.
• Parents worry about naturalness: While parents acknowledged that alternative proteins could add variety to their diets, they expressed concerns about the naturalness of these products and the novel technologies used to make them, particularly for cultivated meat.
• Historical consumption matters: Both children and parents used historical consumption as a safety indicator. Insect proteins benefited from this perspective since insects have been consumed in various cultures for generations, while cultivated meat faced skepticism due to its novelty.

The researchers also categorized the subthemes using the COM-B framework (Capability, Opportunity, Motivation, Behavior), identifying key factors that either facilitate or hinder acceptance of alternative proteins.

Capability

Capability barriers proved significant for many families. Food neophobia — the fear of new foods — emerged as a major obstacle, especially for cultivated meat and insects. Many participants expressed discomfort with unfamiliar products, with some children describing alternative proteins as “weird.” Parents particularly struggled with food technology neophobia, feeling uncomfortable with laboratory-produced foods and lacking understanding of production processes.

Concerns about food hygiene and contamination also created barriers, with several children believing insects came from “dirty places” and parents worrying about laboratory cleanliness.

Additionally, some parents found plant-based meat products difficult to cook compared to traditional meat.

Opportunity

Opportunity factors centered around accessibility and social influences. Product availability and convenience played crucial roles, with participants noting that plant-based meat’s presence in hawker centers and supermarkets facilitated consumption. However, clear labeling emerged as an important issue, as participants frequently confused plant-based and cultivated meat products due to unclear branding.

Cultural and religious considerations proved particularly relevant in Singapore’s diverse society, with Muslim participants specifically seeking clarification on Halal certification for cultivated meat and insect proteins.

The study also revealed strong bidirectional influences between children and parents, with both groups affecting each other’s willingness to try alternative proteins.

Motivation

Motivation factors encompassed both emotional and rational considerations. Taste similarity to traditional meat emerged as perhaps the most critical factor, with participants expressing strong preferences for products that closely resembled familiar flavors and textures.

Health perceptions varied with some viewing plant-based options as healthier due to plant associations, while others questioned their nutritional adequacy.

Cost considerations were important across all age groups, with most preferring alternative proteins to cost the same or less than traditional meat.

Sustainability and animal welfare concerns motivated many children more than adults, with young participants frequently citing these as reasons to try alternative proteins.

The importance of positive initial experiences cannot be overstated, as participants consistently indicated that their first taste would determine future consumption patterns.

Implications

For advocates targeting families, educational approaches should focus on increasing awareness and knowledge about alternative proteins while addressing common misconceptions. Rather than simply promoting these products, advocates should prioritize creating opportunities for positive first experiences through organized tasting sessions. In Singapore’s multicultural context, addressing religious and cultural considerations becomes particularly important, with advocates needing to work closely with religious authorities to clarify Halal certifications and cultural acceptability. The bidirectional influence between children and parents suggests that engaging both audiences simultaneously could be more effective than targeting either group alone.

Product developers face several key considerations in making alternative proteins more appealing to families. Taste similarity to traditional meat should remain the primary focus for plant-based and cultivated options, as this emerged as the strongest predictor of acceptance. Clear, unambiguous labeling becomes essential to reduce confusion between different product types. For insect proteins, developing powdered forms could help address visibility concerns that create disgust responses. Perhaps most critically, pricing products competitively with traditional meat appears necessary to overcome cost barriers that affect purchase decisions across all demographic groups.

Policymakers have important roles to play in facilitating acceptance through regulatory clarity and educational support. Providing clear guidance on religious certifications for alternative proteins, particularly Halal approval processes, could remove significant barriers for Muslim communities. Supporting educational initiatives about the safety and benefits of these products could help address knowledge gaps and food technology neophobia.

This research highlights that while alternative proteins face various barriers, strategic approaches focusing on education, positive experiences, and addressing cultural considerations can help increase acceptance among families in diverse communities.