The meat and plant protein blend alternative: A systematic review of factors influencing hybrid meat consumption.

Because hybrid meat products blend characteristics of both meat and plant-based foods, they may represent an ambiguous or intermediate category that does not fit neatly within existing food classifications. Often referred to within industry as balanced proteins, these products combine animal-derived ingredients with alternative, non-animal ingredients or protein sources. Despite growing commercial and policy interest, consumer research on hybrid meat remains fragmented and conceptually underdeveloped. Using the theories, theoretical constructs, context, and methodologies (TCCM) framework, this systematic review examines how hybrid meat consumption has been conceptualised, empirically studied, and contextualised in the literature, with the aim of identifying theoretical and methodological gaps that can guide future consumer research. Following the SPAR-4-SLR protocol, 36 consumer-focused studies were identified and reviewed. The findings reveal a strong reliance on quantitative, predominantly atheoretical approaches. Empirical evidence is geographically concentrated in the United States and Western Europe, restricting understanding of how consumer responses to hybrid meat may vary across cultural contexts. Research attention is largely directed toward product-level attributes, psychological factors, and food-related traits, while mediating and moderating mechanisms are rarely examined. Moreover, the literature is heavily centred on burgers/ patties, most commonly incorporating mushrooms, with minimal investigation of alternative hybrid formats or systematic variation in hybrid composition. By synthesising and critically evaluating existing consumer research, this review outlines a focused future research agenda and practical implications to support evidence-based product development, communication strategies, and policy interventions aimed at increasing consumer acceptance of hybrid meat products.