Interest in plant-based meat is growing rapidly, with sales nearly doubling since 2019 according to Adelaide University. The study suggests that harvested larvae contain protein levels comparable to conventional meat sources alongside beneficial omega-3 and omega-6 fatty acids. Do diners have beef with plant-based meat? It interrogated why many consumers remained hesitant to eat plant-based meat, despite growing awareness of sustainability and health issues with traditional meats. “Among younger consumers, emotional advertising actually backfired, reducing acceptance of plant-based meat because it lowered perceptions of quality.