Comfort plant-based food: What do consumers want? - A focus group study with different consumers group

The perception about the consumption of plant-based foods was carried out using the focus group technique with three groups of consumers, namely, food science professionals/students, vegans and vegetarians, and general consumers. Information was obtained on the opinion, desires and motivators regarding the consumption of foods with the substitution of animal protein with a vegetable one. In addition, the word association technique was used to determine the evoked perception of these groups of consumers about two comfort foods made from chestnuts (analogous to traditional ice cream and burgers) by consumers. From data analysis with the Iramuteq, three main themes were suggested to represent the participants' views on plant-based foods: sustainability and ethics; health and wellness; and sensoriality and pleasure. Similarities and divergences regarding the perception between the groups were discussed. Sensory and nutritional aspects, curiosity, and price were the most important factors in determining the acceptance and/or consumption of comfort plant-based foods. •The Iramuteq software contributed to less subjectivity and analysis time of qualitative data.•Plant-based food themes: Sensory and pleasure, Health and well-being, Sustainability and Ethics.•The burger and ice cream made with nuts generated positive expectations in different niches of consumers.•Price, sensory and nutritional aspects, and lack of information can be challenging to the development of new products.