Mapping Alternative Food Product Perceptions: The Interplay of PROP Taster Status and Food Neophobia

Alternative food products (AFPs) such as non-animal and plant-based proteins are key innovations for sustainable diets, yet driving their widespread adoption requires a deeper understanding of the consumer factors that influence their acceptance. This study examined the relationships among 6-n-propylthiouracil (PROP) taster status, food neophobia (FN), and perception toward AFPs. PROP taster status was determined using PROP test strips and classified via generalized Labeled Magnitude Scale (gLMS) ratings. Food Neophobia and perception toward AFPs were collected through a structured online questionnaire (Qualtrics^XM). A total of 125 respondents were classified as nontasters (n = 14), medium tasters (n = 86), and supertasters (n = 25). Overall, respondents demonstrated low FN (3.00 ± 1.49) and maintained neutral baseline views on general AFP perception (0.41 ± 0.58). While AFPs were rated significantly higher (p<0.05) than conventional food products for perceived healthiness, safety, environmental friendliness, animal welfare, and sustainability, they scored lower for perceived taste, enjoyment, and affordability. Notably, supertasters gave significantly lower ratings (p<0.05) for perceived tastiness than other groups. No other significant associations were found between PROP taster status and overall AFP perception or FN (p>0.05). These findings indicate that acceptance of AFPs is primarily driven by perceived health and sustainability benefits rather than sensory appeal, while genetic taste sensitivity may introduce specific barriers to expected palatability. This underscores the need for intervention strategies that address both sensory and non-sensory determinants to support sustainable dietary transitions.