A survey commissioned by Meatless and BENEO found that more than half of German consumers would be interested in purchasing hybrid meat products if they meet taste and price expectations. The study covered nearly 3,500 participants across Germany, the UK, and the Netherlands. Quality, certification, and the origin of the meat component were found to be more important to shoppers than references to plant-based ingredients, with flexitarians showing growing interest in products with reduced meat content.

In terms of preferred product formats, bratwurst was noted as the top choice across all consumer groups in Germany, followed by minced meat and burger patties. The Meatless survey also found that one in two respondents in Germany follow a flexitarian diet, indicating significant market potential for hybrid meat products. Meatless CEO Niels E. Hower believes that combining meat with plant-based ingredients can help address challenges facing the meat industry, such as sustainability and availability, while also offering a cost-effective solution to rising meat prices through their texturates made from raw materials like field beans, rice, and mycoproteins.