The usual suspect: How to co-create healthier meat products

Barone, Ada Maria; Banovic, Marija; Asioli, Daniele; Wallace, Erin; Ruiz-Capillas, Claudia and Grasso, Simona. 2021. The usual suspect: How to co-create healthier meat products. Food Research International, 143, 110304. ISSN 0963-9969 [Article]

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Abstract or Description

Healthier meat products have a major economic potential and are attracting considerable research and media attention to meet the growing and complex consumer demand. Whether this potential will be realized and at what speed is contingent on consumers’ acceptance of these novel foods. This study uses a cross-cultural context to co-create new healthier meat products, while mapping the conditions leading to consumers’ product acceptance (vs. rejection). Results from online focus groups conducted in Denmark, Spain and the United Kingdom show that consumers generally have a negative attitude toward healthier meat products due to unfamiliarity and perception of over-processing. Nevertheless, partial meat-substitution with plant-based ingredients together with fat and salt reduction show specific conditions under which consumers’ acceptance would be possible. This is further related to product-specific factors: ingredients and base meat, and marketing-related factors: labelling and packaging. Finally, implications and recommendations for the manufacturing and marketing of new healthier meat products are provided.

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Additional Information:

This study has received funding from EIT Food ( through the project “Consumer attitudes towards healthier processed meat products” (grant number: 20206, EIT Food Business Plan 2020).


Co-creation; consumer; healthy meat products; new product development; online focus group

Departments, Centres and Research Units:

Institute of Management Studies


8 March 2021Accepted
15 March 2021Published Online
May 2021Published

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Date Deposited:

15 Nov 2021 11:46

Last Modified:

15 Mar 2022 02:26

Peer Reviewed:

Yes, this version has been peer-reviewed.


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