PRESS RELEASE: Plant-Based Nuggets Outperform Chicken Nuggets in Blind Tasting, New Study Finds
World’s largest sensory analysis of plant-based meats reveals unprecedented category-level insights
SAN FRANCISCO, CA – June 25, 2024 – Plant-based nuggets outperformed their animal-based benchmark in the world’s largest blind taste test of plant-based meats, says a new report out today. Impossible Foods, MorningStar Farms, Quorn, Rebellyous Foods, and SIMULATE were top taste performers in the nugget category. While some leading plant-based products are ready for mainstream adoption, most plant-based meat brands fell short. This resulted in underperforming category averages across burgers, hot dogs, bacon, and chicken tenders. The only burger that performed within one point in average liking of the animal product was a plant-blended patty (50% beef, 50% vegetable), indicating future promise for plant-blended meat products across ground meat categories. The main throughline from the 150,000 data points in this survey is a clear mandate from omnivore consumers: plant-based products need to be spicier, smokier, sweeter, darker, juicer, and otherwise bolder. By embracing boldness, plant-based brands can capture the hearts and palates of consumers nationwide.
This first-of-its-kind sensory analysis is outlined in the inaugural report of NECTAR, a new initiative on a mission to accelerate the protein transition with taste. The Taste of the Industry 2024 report synthesizes insights from 1,150 American omnivores who participated in sensory panels evaluating 15 sensory attributes for 54 plant-based meat products across 5 categories (burgers, hot dogs, bacon, chicken tenders, and chicken nuggets). To determine how analogous plant-based meats are, all products were tested against an animal-based benchmark.
NECTAR's report marks a significant milestone in the alternative protein industry, offering unprecedented pre-competitive, category-level insights into consumer preferences and product performance. As the world's largest publicly-available sensory analysis of plant-based meats, this report sets a new standard for innovation and transparency.
Commenting on the report, the Director of NECTAR Caroline Cotto stated, "We are thrilled to officially unveil NECTAR and embark on this journey towards a more sustainable and delicious future. Our research underscores the potential of alternative protein products to not only meet but exceed consumer expectations. Despite slowing sales growth and increasingly negative media coverage of plant-based meats, NECTAR will support brands to unlock new levels of taste and satisfaction to ultimately drive more meaningful market adoption.”
NECTAR is a new initiative of Food System Innovations (FSI), a philanthropic impact platform that funds and creates efforts to accelerate the protein transition toward a more humane and sustainable future of food. Caroline Cotto joined FSI in May 2024 to lead NECTAR. Ms. Cotto brings extensive industry-building experience to the position, having spent the last six years building the upcycled food industry from the ground up through her roles as co-founder of Renewal Mill and founding Board President of the Upcycled Food Association.
Max Elder, Managing Director of FSI, shared his excitement about today’s launch: “By championing great-tasting products, empowering brands and consumers with data-driven insights, and fostering partnerships across the industry, NECTAR’s launch heralds a new era of innovation and collaboration in the alternative protein space.” NECTAR plans to release an annual Taste of the Industry report, as well as more forward-looking Future of the Industry insights. The world’s first report on the sensory landscape of plant-blended meat products is due out this fall.
For more information about NECTAR and to read the full Taste of the Industry 2024 report, visit www.nectar.org. To learn more about participating in future NECTAR studies or to discuss uses for NECTAR’s novel datasets, please email Caroline Cotto at caroline@nectar.org.
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ABOUT NECTAR: NECTAR is a pioneering initiative dedicated to accelerating the protein transition with taste. NECTAR conducts rigorous sensory analyses, celebrates exceptional products, and supports brands in enhancing their offerings. By bringing an evidence-base to taste, NECTAR envisions a future where doing good tastes great.
ABOUT FOOD SYSTEM INNOVATIONS (FSI): FSI is a philanthropic impact platform that funds and creates efforts to accelerate the protein transition toward a more humane and sustainable future of food.
Media Inquiries:
Caroline Cotto, Director, NECTAR – Food System Innovations
caroline@nectar.org, 508-889-0893
