In a groundbreaking study published in *Frontiers in Nutrition*, researchers have uncovered intriguing insights into the attitudes and intentions of older adults towards alternative protein sources. Led by Maria Elide Vanutelli of the Department of Psychology at the University of Milano-Bicocca in Milan, Italy, the research delves into the complex interplay between explicit and automatic attitudes, familiarity, and the intention to consume plant-based foods (PBF), cultured meat (CM), and insect-based foods (IBF).
The study highlights a critical need to address protein-energy malnutrition (PEM) in older adults while promoting sustainable and healthy protein sources. Traditional animal proteins, while nutritious, pose significant environmental challenges. The research team aimed to understand how older adults perceive and react to alternative protein sources, a demographic often overlooked in such studies.
Using a between-subjects design, participants were randomly assigned to one of the three alternative protein sources and asked to report their explicit attitudes and intention to consume (ITC). Additionally, an Implicit Association Test (IAT) was employed to assess automatic attitudes. The results revealed that ITC varied significantly across the different protein sources.
For plant-based foods, familiarity emerged as the strongest predictor of intention to consume, followed by explicit attitudes related to taste and automatic attitudes. “Familiarity plays a crucial role in shaping older adults’ willingness to try plant-based foods,” noted Vanutelli. “This suggests that increased exposure and education about PBF could enhance acceptance.”
Cultured meat, on the other hand, was primarily influenced by explicit attitudes concerning both taste and safety. The study found that older adults were more open to CM when they perceived it as safe and tasty. Insect-based foods, however, were the least favored option, with explicit attitudes towards taste being the main predictor of ITC.
Interestingly, although plant-based foods were rated as tastier and safer than cultured meat, they were less preferred in terms of automatic attitudes and intention to consume. This finding challenges the common belief that PBF is the most accepted category of alternative proteins. “Older adults may implicitly resist PBF, viewing it as less compatible with their dietary habits compared to CM,” explained Vanutelli. “This resistance highlights the need to investigate further the implicit barriers that may prevent the integration of these foods for healthy aging.”
The commercial implications of these findings are substantial for the agriculture sector. Understanding the attitudes and intentions of older adults towards alternative protein sources can help food manufacturers and marketers tailor their products and strategies to better meet the needs and preferences of this demographic. For instance, increasing familiarity with PBF through targeted marketing campaigns and educational initiatives could enhance acceptance and consumption.
Moreover, the study underscores the importance of addressing disgust and perceived risk associated with animal-based alternative proteins. By developing strategies to mitigate these negative attitudes, the agriculture sector can potentially expand its market reach and promote more sustainable protein sources.
As the global population ages and the demand for sustainable protein sources grows, this research provides valuable insights into the factors influencing the acceptance of alternative proteins. By addressing the implicit and explicit attitudes of older adults, the agriculture sector can play a pivotal role in promoting healthy aging and environmental sustainability.
In conclusion, the study by Vanutelli and her team offers a nuanced understanding of the attitudes and intentions of older adults towards alternative protein sources. The findings not only challenge conventional wisdom but also pave the way for innovative strategies to enhance the acceptance and consumption of sustainable protein sources. As the agriculture sector continues to evolve, these insights will be instrumental in shaping the future of food production and consumption.