The debate over plant-based versus traditional meat consumption is growing louder as consumers, producers and policymakers grapple with sustainability and dietary shifts. While entirely plant-based meat alternatives have captured headlines, hybrid meat products —blending plant-based proteins with traditional meat — might offer a compelling middle ground.

We recently published an article in the Journal of Agricultural and Resource Economics exploring whether hybrid burgers can strategically bridge the gap between consumer demand for conventional meat and plant-based alternatives. Our research investigated reactions to burgers made with various beef and plant-based protein ratios, including soy and pea blends. Could hybrid burgers satisfy diverse consumer needs while promoting sustainability? The results reveal a promising pathway forward.

The study identified four distinct consumer segments: Meat-Purist, Meat-Forward Flexitarian, Plant-Forward Flexitarian, and Price-Sensitive. Notably, the flexitarian segments—comprising Meat-Forward and Plant-Forward consumers—represented nearly half of the sample. This highlights a novel opportunity for hybrid burgers to appeal to those not strictly carnivorous or herbivorous but open to balanced options that combine the best of both worlds.

Our data demonstrated that burgers with a 50% beef and 50% plant-based protein blend were generally more appealing than fully plant-based options. Among the flexitarian segments, these hybrid blends effectively balanced familiarity and innovation, offering products aligned with their dietary values and taste preferences.

The appeal of hybrid burgers varied across demographic groups. Millennials and Generation Z were more receptive to hybrid blends than older generations, indicating potential for growth in these markets. Additionally, Hispanic consumers preferred hybrid products, emphasizing the importance of cultural nuances in food preferences. These findings highlight the potential of hybrid products to attract a broader audience of sustainability-minded consumers.

With nearly half of consumers falling into the Meat-Forward and Plant-Forward Flexitarian categories, these groups are the most open to adopting hybrid products. Marketing efforts should emphasize the balance that hybrid burgers strike between tradition and innovation, appealing to flexitarians’ desire for familiar flavors alongside their interest in sustainable and health-conscious choices. Competitive pricing will also be critical to success, particularly given the price sensitivity of some consumer segments. Messaging should position hybrid products as an affordable, practical bridge between conventional meat and plant-based alternatives. Companies can effectively engage flexitarian consumers by highlighting taste, convenience and environmental benefits.

Despite their promise, hybrid burgers face notable challenges. Meat-Purist and Price-Sensitive segments remain resistant, with strong preferences for 100% beef and high sensitivity to price. For these groups, overcoming attachment to traditional meat products and justifying the cost of hybrid options will require strategic interventions. Additionally, maintaining sensory consistency — ensuring that hybrid products deliver the taste and texture of traditional meat — is essential for broader acceptance.

Future research might focus on sensory studies to evaluate the taste, texture, and nutritional appeal of hybrid products. Understanding these factors can guide product development to meet consumer expectations. Real-world product testing will also be crucial to assess market viability, helping producers refine offerings based on purchase behavior and feedback from diverse consumer groups.

Hybrid meat products present a promising middle ground in the journey toward sustainable diets by blending the familiarity of traditional meat with the benefits of plant-based proteins. By catering to flexitarian segments and addressing environmental concerns, these products offer a practical strategy for easing consumer concerns about the environmental footprint of food systems without requiring drastic dietary changes. The simulations in our paper suggest that introducing hybrid products doesn’t necessarily reduce meat demand, which is good news for livestock producers. Instead, hybrid products appeal to flexitarians, who consume less meat overall, allowing producers to maintain market stability while contributing to a more sustainable food system. This dual benefit makes hybrid products a valuable innovation in balancing consumer preferences and environmental goals.

As the demand for sustainable food options grows, consumers, producers and policymakers might gain from reframing the options between either/or to both/and. By continuing to explore preferences and market strategies, academic research might highlight the potential of hybrid products to bridge the gap between tradition and innovation.