Summary:
With the fast rising population, the discussion focused around need for novel sustainable protein sources and meat replacement is also increasing. Meat analogues have already taken important place in this discussion with a fast growth of meat analogue industry. Rapeseed (or canola) is very promising alternative source of a novel protein on the plant-based market that can be used as a meat analogue ingredient. However, meat analogues containing rapeseed protein can only be successful if these products are acceptable to consumers. This study presents results of a cross-cultural study from five European countries on female consumers' attitudes towards meat analogue containing rapeseed protein, who are also regular meat consumers. The results suggest that consumers' attitude towards meat analogue was significantly influenced by the attitude towards its main ingredient, rapeseed protein. These effects were similar across investigated countries pointing to the fact that main ingredient of the meat analogue, rapeseed protein, defines and differentiates meat analogue delineating consumer acceptance. Nevertheless, consumers 'intention to substitute meat protein in the diet is another crucial component for forming consumers' attitudes towards meat analogues and their acceptance, while the effect of attitude towards using plant protein in food production was less prominent. The results advise that in order to make meat analogue more acceptable to meat consumers, the focus should be on the main meat analogue ingredient where the consumers' intention to substitute meat protein in the diet could boost or inhibit this acceptance.