ABSTRACT
The rising demand for healthier, more sustainable food options has prompted Malaysian consumers to increasingly explore plant-based meat alternatives. This study investigates consumer preferences for mushroom-based meatballs, a locally relevant and nutritionally rich meat substitute. Using a three-phase methodology comprising focus group discussions (n = 30), a conjoint analysis survey (n = 300), and an organoleptic (sensory) evaluation, the study identifies key factors influencing purchase decisions, including nutrition labelling, taste, product origin, price, and market channel. Findings reveal that clear nutritional information and umami-rich flavor profiles significantly increase product appeal, while local origin is preferred over imported alternatives. Notably, price played a minor role, suggesting health-motivated consumers are willing to pay a premium. Sensory testing showed MARDI’s mushroom-based prototype outperformed commercial samples in appearance and aroma, though improvements are needed in texture and aftertaste to enhance competitiveness. Additionally, a t-test revealed non-vegan consumers rated the product more favorably, underscoring the need for segment-specific product development. The study offers actionable insights for entrepreneurs and policymakers to support Malaysia’s growing plant-based food industry through innovation, strategic positioning, and sustainable development.
Keywords: Consumer preferences, mushroom-based meatballs, plant-based meat, sensory evaluation
INTRODUCTION
Malaysians are undergoing a noticeable shift in how they view food and nutrition. Increasingly, individuals are questioning the long-standing norm of meat-centered meals and turning toward more sustainable and health-conscious dietary patterns. This transformation is not happening in isolation. It reflects a global wave of awareness about the negative health implications of excessive red meat consumption, as well as the mounting environmental toll of industrial livestock production. The Ministry of Health Malaysia (2023) has acknowledged this change, noting that the current dietary evolution among Malaysians mirrors broader societal trends toward healthier living and ecological responsibility. Reinforcing this, a recent 2024 survey by the Good Food Institute found that 21% of Malaysians reported a conscious effort to reduce meat consumption, and 59% of them were primarily motivated by the desire to improve their health (Mercy for Animals, 2024). These figures suggest that health has become a central driver in dietary decisions, alongside rising concerns about climate impact and food ethics.
Traditionally, vegetarianism in Malaysia has been predominantly practiced by the Indian community, mainly due to religious and cultural beliefs rooted in Hinduism and Buddhism. However, recent years have seen a broadening of this dietary openness, with more other religions or races consumers exploring plant-forward eating. This marks a significant cultural shift. It is no longer just about religious abstinence from meat, but it is now equally about choosing foods that promote long-term wellness and reflect care for the environment. Abu Bakar et al. (2023) emphasized that across ethnic lines, Malaysian consumers are increasingly influenced by health consciousness, environmental awareness, and familiarity with plant-based products, all of which shape their purchase intentions. These factors indicate that plant-based food is moving beyond niche markets into mainstream consideration, especially as awareness of its benefits continues to grow through education, media, and social networks.
Furthermore, these shifting attitudes are supported by academic findings that reveal how Malaysian consumers, even those who regularly consume meat, are becoming more accepting of plant-based diets. For instance, Mohamed et al. (2017) observed that 58.6% of non-vegetarian Chinese respondents expressed positive views toward vegetarian foods, citing health benefits, ethical concerns about animal welfare, and the desire to combat climate change as key motivators. Such sentiments are not just limited to urban elites or health enthusiasts. They reflect a growing segment of the Malaysian public that is open to reimagining their dietary habits. Altogether, this evolving consumer mindset presents a fertile opportunity for introducing innovative, nutritious and culturally acceptable meat alternatives such as those made from mushrooms, a local ingredient that aligns with both traditional palates and modern values of sustainability.
Why mushrooms?
Mushrooms have emerged as one of the most promising ingredients in the plant-based meat sector. Rich in essential nutrients such as vitamin B, dietary fiber, selenium, potassium, and antioxidants, mushrooms offer significant health benefits. According to the Mushroom Council (2023), they also contain ergothioneine, a powerful antioxidant known for its anti-inflammatory and cell-protective properties. With their rich umami flavour and meat-like texture, mushrooms are ideally suited to mimic the sensory experience of meat in familiar formats like meatballs and patties.
Beyond their nutritional benefits, mushrooms are one of the most environmentally efficient food sources. They require minimal water, land, and energy to grow and emit significantly less greenhouse gas than traditional livestock. For instance, producing one pound (0.454 kg) of mushrooms requires only 1.8 gallons (6.81 l) of water and generates less than a pound (0.454 kg) of CO₂ equivalents (Mushroom Council, 2023). This makes mushrooms a sustainable solution for food innovation in a climate-conscious era.
Culturally, mushrooms are already well integrated into Malaysian cuisine. They feature prominently in Malay, Chinese, and Indian dishes from rendang to herbal soups to masala curries offering a level of familiarity that imported legumes or soy-based products may lack. As Mohd Izani et al. (2020) noted, this cultural familiarity enhances consumer receptivity, positioning mushroom-based meatballs as a natural evolution of local food traditions.
Background of the study
Considering the growing shift toward plant-based diets, mushrooms have gained recognition as a natural and culturally relevant ingredient for developing meat alternatives that align with Malaysian consumers' evolving preferences. While the global trend toward vegetarian and flexitarian diets continues to accelerate, Malaysia is experiencing its own version of this movement, grounded in health awareness, ethical considerations, and increasing environmental consciousness. Traditionally, vegetarianism has been most prevalent among the Indian community due to religious customs. However, a rising number of Malay and Chinese consumers are also exploring plant-based options, particularly those that are familiar in taste and rooted in local culinary traditions.
This shift presents an opportunity to develop food products that are not only healthier but also culturally resonant and environmentally responsible. Mushrooms, already widely used in Malaysian cooking across ethnic groups, offer a unique advantage. They combine nutritional richness with a naturally meaty texture, making them well-suited for meat substitute formulations like meatballs. Importantly, mushrooms are easy to cultivate locally, require fewer natural resources compared to traditional livestock, and are already accepted within the Malaysian food system qualities that make them ideal for mainstream adaptation.
Recognizing this potential, the Malaysian Agricultural Research and Development Institute (MARDI) initiated a comprehensive study to evaluate consumer responses to mushroom-based meatballs. The study aimed to identify the product attributes most valued by Malaysian consumers including taste, labelling, origin, and price and to assess how well a locally developed mushroom meatball prototype performed in comparison to established commercial products.
METHODOLOGY
To gain a well-rounded understanding of Malaysian consumer preferences for mushroom-based meat alternatives, the study adopted a structured three-stage methodology that combined both qualitative and quantitative approaches. The first stage involved conducting Focus Group Discussions (FGDs) with 30 diverse participants representing various age groups and ethnic backgrounds, although they had one in common which was they were all vegetarian and vegan. Discussions aimed to uncover consumers’ expectations, perceptions and initial reactions to the idea of mushroom-based meatballs. Participants were encouraged to speak openly about their preferences regarding plant-based foods, including what features they found most important when making purchasing decisions. From these sessions, five key product attributes consistently emerged as crucial to consumer choice. The attribute was nutrition labelling, dominant taste, market channel, product origin and price. These attributes then served as the foundation for the next stage of the study.
In the second stage, a Conjoint Analysis Survey was carried out to quantitatively measure how much weight consumers place on each identified attribute. A total of 300 respondents from four major zones in Peninsular Malaysia (North, Central, South, and East Coast) were surveyed, providing a geographically representative sample. The study used an orthogonal design generated via SPSS to construct 16 unique product profiles, each varying in combinations of the five core attributes. Participants were asked to evaluate and rank these profiles based on their likelihood of purchase. This method allowed researchers to assess the relative importance and utility value of each attribute and simulate realistic trade-offs that consumers make in actual buying situations. The conjoint approach was particularly useful for identifying which product features drove preference and which had less influence on decision-making.
The third and final stage of the methodology involved an organoleptic (sensory) test, designed to assess real-world acceptance of the product. This test was conducted under controlled conditions, with respondents evaluating three coded and anonymized meatball samples: two from existing commercial plant-based brands (Samples A and C) and one prototype developed by MARDI (Sample B) using mushrooms as the primary ingredient. Participants rated each sample based on six sensory dimensions which are appearance, aroma, texture, taste, aftertaste and overall acceptance by using a standardized hedonic scale of one to five. This stage added a critical layer of practical insight, revealing how the prototype compared to market alternatives not just in concept but in actual taste experience. The triangulated methodology blending consumer expectation, preference modelling, and sensory evaluation ensured a holistic, data-driven approach to understanding the market potential of mushroom-based meatballs in Malaysia.
CONSUMER PREFERENCE INSIGHTS
The conjoint analysis revealed several key attributes influencing consumer preferences (Table 1). Nutrition labelling emerged as the most important factor, with products that offered clear, transparent information on calories, fibre, and protein. This suggests that health-conscious consumers want to feel informed when making food choices. Taste, particularly umami and mushroom-dominant profiles, was another major driver of preference, outperforming saltier variants. Consumers appeared to associate rich, balanced flavour with both enjoyment and healthiness. Local origin also influenced purchase intention, as consumers favored products produced in Malaysia over imported ones. This preference may stem from perceptions of freshness, trust in local standards (e.g., halal certification), and support for local industry.
Interestingly, price had minimal influence, suggesting that health-aware consumers are willing to pay a premium for quality. Online purchase channels were the least favored, with many preferring traditional supermarkets and wet markets, possibly due to freshness concerns or shopping habits.
Table 1. Key attributes influencing consumer preferences for mushroom-based meatballs
|
Attribute
|
Description
|
Consumer insight
|
|
Nutrition labelling
|
Clear info on calories, fiber, protein, health claims
|
Most trusted feature; reflects growing interest in informed eating
|
|
Taste
|
Umami & mushroom vs. salty
|
Balanced, savory flavors appeal more than overly salty profiles
|
|
Product origin
|
Locally made vs. imported
|
Local products seen as fresher and more trustworthy
|
|
Price
|
RM8–RM9 per 300g
|
Willingness to pay more for perceived quality
|
|
Purchase channel
|
Supermarket vs. online
|
Freshness and trust linked to physical retail outlets
|
Source: Haimid, M. T. (2024)
Vegan vs non-vegan responses
It is exciting to explore how dietary backgrounds influence sensory perception; the study employed a t-test to compare evaluations between vegan and non-vegan participants (Table 2). This statistical analysis revealed significant differences in how both groups rated the mushroom-based meatball samples, particularly in terms of texture, aroma, and overall acceptance. Non-vegan participants consistently gave higher scores across these attributes, suggesting that the product resonated more strongly with individuals accustomed to the sensory characteristics of conventional meat products.
Non-vegans appeared to appreciate the umami-rich flavour and chewy texture of the formulation—qualities often associated with meat-based dishes. The prototype’s ability to mimic traditional meatballs in mouthfeel and taste likely contributed to its favourable reception among this group, positioning it as a viable and satisfying alternative for flexitarians or meat-reducers who are seeking healthier, plant-based options without sacrificing the familiar eating experience.
In contrast, vegan participants rated the product slightly lower, particularly in terms of texture. This could reflect their distinct expectations shaped by long-term adherence to plant-based diets, which often emphasize softer textures and more vegetable-forward flavour profiles. These differing preferences highlight the need for targeted product development. To better serve both segments, manufacturers could consider creating tailored versions. One that replicates meat-like qualities for flexitarian consumers and another that offers a lighter, less chewy formulation more aligned with vegan preferences. Such a dual-approach strategy could help maximize consumer satisfaction and expand the product’s appeal across dietary lifestyles.
Table 2. Perception of mushroom-based meatball between vegan and non-vegan group
|
Attribute
|
Vegan (Mean ± SD)
|
Non-Vegan (Mean ± SD)
|
t-value
|
p-value
|
Significance
|
|
Texture
|
3.28 ± 0.85
|
3.65 ± 0.79
|
2.41
|
0.017
|
Significant (p < 0.05)
|
|
Aroma
|
3.45 ± 0.91
|
3.87 ± 0.76
|
2.86
|
0.005
|
Significant (p < 0.01)
|
|
Overall acceptance
|
3.41 ± 0.83
|
3.78 ± 0.72
|
2.34
|
0.021
|
Significant (p < 0.05)
|
Source: Haimid, M. T. (2024)
MARKET & CONSUMER BEHAVIOR FINDINGS
Understanding the motivations and behaviors behind consumer choices is essential to building a successful plant-based product strategy. In this study, health emerged as the top driver for trying plant-based alternatives, with 71% of respondents citing health benefits as their primary motivation. This aligns with broader consumer trends in Malaysia, where rising awareness of non-communicable diseases has fuelled interest in healthier dietary options. Notably, curiosity was also a strong factor, motivating 57% of respondents to try plant-based meatballs suggesting that novelty still plays a role in influencing trial behavior.
In terms of purchasing habits, supermarkets and wet markets were the most common purchase channels. This indicates that traditional retail outlets remain trusted platforms for buying food products, especially among consumers who value the ability to inspect items first hand. Online purchasing, by contrast, was considerably lower. A trend that could be tied to perceived freshness, limited brand visibility online or concerns about product authenticity. This presents an opportunity for plant-based brands to strengthen their presence in trusted physical retail environments while gradually improving online accessibility.
The study also revealed that most purchases were occasional, highlighting that mushroom-based and other plant-based products have yet to become a regular part of daily diets for many Malaysians. This occasional buying behaviour suggests that while interest is growing, integration into everyday eating habits is still developing. Continued exposure, better taste profiles, and educational campaigns could help transform occasional consumers into regular buyers over time.
One of the most critical findings relates to halal certification, which was identified as a major trust factor, particularly for Muslim consumers. Given Malaysia’s majority-Muslim population, certification ensures both religious compliance and quality assurance, making it an essential prerequisite for market entry and long-term acceptance. Additionally, social media and word-of-mouth were the top promotional channels, reinforcing the importance of peer influence and digital visibility in shaping consumer awareness. For marketers and product developers, leveraging trusted endorsements, community influencers, and authentic storytelling will be key to building credibility and driving demand in this emerging sector.
IMPLICATIONS FOR ENTREPRENEURS & POLICYMAKERS
The growing interest in plant-based foods in Malaysia presents significant possibilities for food entrepreneurs aiming to innovate in the health and sustainability sectors. This study highlights that clear nutrition labelling plays a critical role in consumer trust and purchase decisions. Entrepreneurs should invest in transparent packaging that communicates key health benefits such as high fiber content, low fat, and cholesterol-free status especially for urban, health-conscious buyers. Using local ingredients like Malaysian-grown mushrooms not only improves freshness and traceability but also supports national food security and resonates with consumer pride. From a product development perspective, sensory satisfaction remains crucial. While MARDI’s prototype was visually appealing and aromatic, improvements are still needed in texture and aftertaste. Entrepreneurs must commit to ongoing R&D to refine mouthfeel and flavour retention, catering to the expectations of both vegan and non-vegan consumers. Distribution strategies should be inclusive, leveraging modern outlets such as supermarkets and specialty health stores while maintaining a presence in traditional venues like wet markets.
On the promotional front, influencer marketing and digital storytelling have proven to be effective channels. Entrepreneurs should consider partnering with nutritionists, chefs, and lifestyle content creators to educate and engage potential consumers. Authentic storytelling centred on local sourcing, health benefits and cultural familiarity can foster emotional connections and reinforce brand credibility.
Policymakers have a pivotal role in shaping Malaysia’s plant-based future. Support measures such as tax incentives, R&D grants, and training programmes for SMEs can accelerate product innovation. Strengthening halal and organic certification systems for plant-based foods will further increase consumer confidence, particularly among Muslim buyers. Integration into school food programmes such as the Rancangan Makanan Tambahan (RMT) and Program Hidangan Berkhasiat di Sekolah (HiTS) can be a game-changer. These can be done by introducing plant-based options into canteen menus. Inserting this into the menu, the government can cultivate healthy eating habits from an early age, aligning with public health objectives and addressing rising concerns over childhood obesity and nutrition (Norhasmah, Zalilah, & Rohana, 2020).
Furthermore, embedding plant-based innovation within the Dasar Agromakanan Negara (DAN) 2021–2030 supports the policy’s strategic thrusts, including modernising agriculture through smart technologies, strengthening value chains, enhancing food system sustainability and creating a conducive business ecosystem (Department of Agriculture Malaysia, 2021). Incentivising local production of key plant-based ingredients, enhancing supply chain resilience, and promoting “future food” development including plant-based proteins. This will align national goals with global dietary sustainability trends. Public health campaigns promoting sustainable diets with an emphasis on environmental and nutritional advantages can catalyse broader societal shifts.
Ultimately, a coordinated ecosystem involving government, research institutions and entrepreneurs supported by strong policy frameworks and early consumer education is key to scaling up Malaysia’s leadership in culturally relevant, plant-based food innovation.
CONCLUSION
Mushroom-based meatballs are more than just a novel idea. They represent a viable and locally appropriate response to Malaysia’s changing dietary landscape. As health awareness grows and concerns about climate change and food ethics take centre stage, consumers are increasingly drawn to products that align with these evolving values. This study confirms that with the right blend of nutritional transparency, sensory appeal and cultural familiarity, mushroom-based alternatives can thrive in Malaysia’s burgeoning plant-based market.
To fully unlock this potential, future innovations must prioritize continuous improvement. The improvement especially in product labelling, taste refinement and accessibility across diverse retail settings. Local sourcing, halal certification and emotionally resonant brand messaging will be key pillars of success. With strategic collaboration among entrepreneurs, researchers and policymakers, mushroom-based meatballs and similar plant-forward innovations can help pave the way for a healthier, more inclusive and environmentally responsible food future in Malaysia.
REFERENCES
Abu Bakar, A. R., Mahzan, N. A., Tarmazi, S. A. A., & Tumin, S. A. (2023). Plant-based meat as future alternative: A study of Malaysian consumers’ purchase intention. Malaysian Journal of Social Sciences and Humanities (MJSSH), 8(7), e002397. https://doi.org/10.47405/mjssh.v8i7.2397
Department of Agriculture Malaysia. (2021). Dasar Agromakanan Negara 2021–2030 (National Agrofood Policy 2.0). Food and Agriculture Organization of the United Nations (FAO). https://faolex.fao.org/docs/pdf/mal211654.pdf
Feeney, M. J., Miller, A. M., Roupas, P., & Rimmer, C. A. (2014). Mushrooms—Biologically distinct and nutritionally unique: Exploring a “third food kingdom.” Nutrition Today, 49(6), 301–307. https://doi.org/10.1097/NT.0000000000000062
Haimid, M. T. (2024). Kajian penerimaan pengguna ke atas bebola daging daripada cendawan (plant-based) [Unpublished research project]. Malaysian Agricultural Research and Development Institute (MARDI).
Mercy For Animals. (2024, April 11). Malaysia’s growing plant-based movement. https://mercyforanimals.my/malaysias-growing-plant-based-movement/
Ministry of Health Malaysia. (2023). Malaysian dietary guidelines for vegetarians. National Coordinating Committee on Food and Nutrition (NCCFN), Ministry of Health Malaysia.
Mohamed, Z., Terano, R., Yeoh, S. J., & Iliyasu, A. (2017). Opinions of non-vegetarian consumers among the Chinese community in Malaysia toward vegetarian food and diets. Journal of Food Products Marketing, 23(1), 80–98. https://doi.org/10.1080/10454446.2017.1244795
Mohd Izani, N. A., Azlan, S. N., & Zainudin, H. A. (2020). A study of consumer behaviour towards mushroom-based products in Malaysia. ResearchGate. https://www.researchgate.net/publication/342353182
Mushroom Council. (2023). Nutrition and sustainability facts. https://www.mushroomcouncil.org
Norhasmah, S., Zalilah, M. S., & Rohana, A. J. (2020). Understanding school feeding in Malaysia. ResearchGate. https://www.researchgate.net/publication/341040995_Understanding_School_Feeding_in_Malaysia
Oei, P. (2016). Manual on mushroom cultivation: Techniques, species and opportunities for commercial application in developing countries. CTA.
Renub Research. (2024). Malaysia plant-based meat market forecast 2023–2028. https://www.renub.com
Royse, D. J., Baars, J., & Tan, Q. (2017). Current overview of mushroom production in the world. In D. C. Zied & A. Pardo-Giménez (Eds.), Edible and medicinal mushrooms: Technology and applications (pp. 5–13). Wiley-Blackwell.
Healthy Alternative to Meat: Consumer Preferences for Mushroom-Based Meatballs in Malaysia
ABSTRACT
The rising demand for healthier, more sustainable food options has prompted Malaysian consumers to increasingly explore plant-based meat alternatives. This study investigates consumer preferences for mushroom-based meatballs, a locally relevant and nutritionally rich meat substitute. Using a three-phase methodology comprising focus group discussions (n = 30), a conjoint analysis survey (n = 300), and an organoleptic (sensory) evaluation, the study identifies key factors influencing purchase decisions, including nutrition labelling, taste, product origin, price, and market channel. Findings reveal that clear nutritional information and umami-rich flavor profiles significantly increase product appeal, while local origin is preferred over imported alternatives. Notably, price played a minor role, suggesting health-motivated consumers are willing to pay a premium. Sensory testing showed MARDI’s mushroom-based prototype outperformed commercial samples in appearance and aroma, though improvements are needed in texture and aftertaste to enhance competitiveness. Additionally, a t-test revealed non-vegan consumers rated the product more favorably, underscoring the need for segment-specific product development. The study offers actionable insights for entrepreneurs and policymakers to support Malaysia’s growing plant-based food industry through innovation, strategic positioning, and sustainable development.
Keywords: Consumer preferences, mushroom-based meatballs, plant-based meat, sensory evaluation
INTRODUCTION
Malaysians are undergoing a noticeable shift in how they view food and nutrition. Increasingly, individuals are questioning the long-standing norm of meat-centered meals and turning toward more sustainable and health-conscious dietary patterns. This transformation is not happening in isolation. It reflects a global wave of awareness about the negative health implications of excessive red meat consumption, as well as the mounting environmental toll of industrial livestock production. The Ministry of Health Malaysia (2023) has acknowledged this change, noting that the current dietary evolution among Malaysians mirrors broader societal trends toward healthier living and ecological responsibility. Reinforcing this, a recent 2024 survey by the Good Food Institute found that 21% of Malaysians reported a conscious effort to reduce meat consumption, and 59% of them were primarily motivated by the desire to improve their health (Mercy for Animals, 2024). These figures suggest that health has become a central driver in dietary decisions, alongside rising concerns about climate impact and food ethics.
Traditionally, vegetarianism in Malaysia has been predominantly practiced by the Indian community, mainly due to religious and cultural beliefs rooted in Hinduism and Buddhism. However, recent years have seen a broadening of this dietary openness, with more other religions or races consumers exploring plant-forward eating. This marks a significant cultural shift. It is no longer just about religious abstinence from meat, but it is now equally about choosing foods that promote long-term wellness and reflect care for the environment. Abu Bakar et al. (2023) emphasized that across ethnic lines, Malaysian consumers are increasingly influenced by health consciousness, environmental awareness, and familiarity with plant-based products, all of which shape their purchase intentions. These factors indicate that plant-based food is moving beyond niche markets into mainstream consideration, especially as awareness of its benefits continues to grow through education, media, and social networks.
Furthermore, these shifting attitudes are supported by academic findings that reveal how Malaysian consumers, even those who regularly consume meat, are becoming more accepting of plant-based diets. For instance, Mohamed et al. (2017) observed that 58.6% of non-vegetarian Chinese respondents expressed positive views toward vegetarian foods, citing health benefits, ethical concerns about animal welfare, and the desire to combat climate change as key motivators. Such sentiments are not just limited to urban elites or health enthusiasts. They reflect a growing segment of the Malaysian public that is open to reimagining their dietary habits. Altogether, this evolving consumer mindset presents a fertile opportunity for introducing innovative, nutritious and culturally acceptable meat alternatives such as those made from mushrooms, a local ingredient that aligns with both traditional palates and modern values of sustainability.
Why mushrooms?
Mushrooms have emerged as one of the most promising ingredients in the plant-based meat sector. Rich in essential nutrients such as vitamin B, dietary fiber, selenium, potassium, and antioxidants, mushrooms offer significant health benefits. According to the Mushroom Council (2023), they also contain ergothioneine, a powerful antioxidant known for its anti-inflammatory and cell-protective properties. With their rich umami flavour and meat-like texture, mushrooms are ideally suited to mimic the sensory experience of meat in familiar formats like meatballs and patties.
Beyond their nutritional benefits, mushrooms are one of the most environmentally efficient food sources. They require minimal water, land, and energy to grow and emit significantly less greenhouse gas than traditional livestock. For instance, producing one pound (0.454 kg) of mushrooms requires only 1.8 gallons (6.81 l) of water and generates less than a pound (0.454 kg) of CO₂ equivalents (Mushroom Council, 2023). This makes mushrooms a sustainable solution for food innovation in a climate-conscious era.
Culturally, mushrooms are already well integrated into Malaysian cuisine. They feature prominently in Malay, Chinese, and Indian dishes from rendang to herbal soups to masala curries offering a level of familiarity that imported legumes or soy-based products may lack. As Mohd Izani et al. (2020) noted, this cultural familiarity enhances consumer receptivity, positioning mushroom-based meatballs as a natural evolution of local food traditions.
Background of the study
Considering the growing shift toward plant-based diets, mushrooms have gained recognition as a natural and culturally relevant ingredient for developing meat alternatives that align with Malaysian consumers' evolving preferences. While the global trend toward vegetarian and flexitarian diets continues to accelerate, Malaysia is experiencing its own version of this movement, grounded in health awareness, ethical considerations, and increasing environmental consciousness. Traditionally, vegetarianism has been most prevalent among the Indian community due to religious customs. However, a rising number of Malay and Chinese consumers are also exploring plant-based options, particularly those that are familiar in taste and rooted in local culinary traditions.
This shift presents an opportunity to develop food products that are not only healthier but also culturally resonant and environmentally responsible. Mushrooms, already widely used in Malaysian cooking across ethnic groups, offer a unique advantage. They combine nutritional richness with a naturally meaty texture, making them well-suited for meat substitute formulations like meatballs. Importantly, mushrooms are easy to cultivate locally, require fewer natural resources compared to traditional livestock, and are already accepted within the Malaysian food system qualities that make them ideal for mainstream adaptation.
Recognizing this potential, the Malaysian Agricultural Research and Development Institute (MARDI) initiated a comprehensive study to evaluate consumer responses to mushroom-based meatballs. The study aimed to identify the product attributes most valued by Malaysian consumers including taste, labelling, origin, and price and to assess how well a locally developed mushroom meatball prototype performed in comparison to established commercial products.
METHODOLOGY
To gain a well-rounded understanding of Malaysian consumer preferences for mushroom-based meat alternatives, the study adopted a structured three-stage methodology that combined both qualitative and quantitative approaches. The first stage involved conducting Focus Group Discussions (FGDs) with 30 diverse participants representing various age groups and ethnic backgrounds, although they had one in common which was they were all vegetarian and vegan. Discussions aimed to uncover consumers’ expectations, perceptions and initial reactions to the idea of mushroom-based meatballs. Participants were encouraged to speak openly about their preferences regarding plant-based foods, including what features they found most important when making purchasing decisions. From these sessions, five key product attributes consistently emerged as crucial to consumer choice. The attribute was nutrition labelling, dominant taste, market channel, product origin and price. These attributes then served as the foundation for the next stage of the study.
In the second stage, a Conjoint Analysis Survey was carried out to quantitatively measure how much weight consumers place on each identified attribute. A total of 300 respondents from four major zones in Peninsular Malaysia (North, Central, South, and East Coast) were surveyed, providing a geographically representative sample. The study used an orthogonal design generated via SPSS to construct 16 unique product profiles, each varying in combinations of the five core attributes. Participants were asked to evaluate and rank these profiles based on their likelihood of purchase. This method allowed researchers to assess the relative importance and utility value of each attribute and simulate realistic trade-offs that consumers make in actual buying situations. The conjoint approach was particularly useful for identifying which product features drove preference and which had less influence on decision-making.
The third and final stage of the methodology involved an organoleptic (sensory) test, designed to assess real-world acceptance of the product. This test was conducted under controlled conditions, with respondents evaluating three coded and anonymized meatball samples: two from existing commercial plant-based brands (Samples A and C) and one prototype developed by MARDI (Sample B) using mushrooms as the primary ingredient. Participants rated each sample based on six sensory dimensions which are appearance, aroma, texture, taste, aftertaste and overall acceptance by using a standardized hedonic scale of one to five. This stage added a critical layer of practical insight, revealing how the prototype compared to market alternatives not just in concept but in actual taste experience. The triangulated methodology blending consumer expectation, preference modelling, and sensory evaluation ensured a holistic, data-driven approach to understanding the market potential of mushroom-based meatballs in Malaysia.
CONSUMER PREFERENCE INSIGHTS
The conjoint analysis revealed several key attributes influencing consumer preferences (Table 1). Nutrition labelling emerged as the most important factor, with products that offered clear, transparent information on calories, fibre, and protein. This suggests that health-conscious consumers want to feel informed when making food choices. Taste, particularly umami and mushroom-dominant profiles, was another major driver of preference, outperforming saltier variants. Consumers appeared to associate rich, balanced flavour with both enjoyment and healthiness. Local origin also influenced purchase intention, as consumers favored products produced in Malaysia over imported ones. This preference may stem from perceptions of freshness, trust in local standards (e.g., halal certification), and support for local industry.
Interestingly, price had minimal influence, suggesting that health-aware consumers are willing to pay a premium for quality. Online purchase channels were the least favored, with many preferring traditional supermarkets and wet markets, possibly due to freshness concerns or shopping habits.
Table 1. Key attributes influencing consumer preferences for mushroom-based meatballs
Attribute
Description
Consumer insight
Nutrition labelling
Clear info on calories, fiber, protein, health claims
Most trusted feature; reflects growing interest in informed eating
Taste
Umami & mushroom vs. salty
Balanced, savory flavors appeal more than overly salty profiles
Product origin
Locally made vs. imported
Local products seen as fresher and more trustworthy
Price
RM8–RM9 per 300g
Willingness to pay more for perceived quality
Purchase channel
Supermarket vs. online
Freshness and trust linked to physical retail outlets
Source: Haimid, M. T. (2024)
Vegan vs non-vegan responses
It is exciting to explore how dietary backgrounds influence sensory perception; the study employed a t-test to compare evaluations between vegan and non-vegan participants (Table 2). This statistical analysis revealed significant differences in how both groups rated the mushroom-based meatball samples, particularly in terms of texture, aroma, and overall acceptance. Non-vegan participants consistently gave higher scores across these attributes, suggesting that the product resonated more strongly with individuals accustomed to the sensory characteristics of conventional meat products.
Non-vegans appeared to appreciate the umami-rich flavour and chewy texture of the formulation—qualities often associated with meat-based dishes. The prototype’s ability to mimic traditional meatballs in mouthfeel and taste likely contributed to its favourable reception among this group, positioning it as a viable and satisfying alternative for flexitarians or meat-reducers who are seeking healthier, plant-based options without sacrificing the familiar eating experience.
In contrast, vegan participants rated the product slightly lower, particularly in terms of texture. This could reflect their distinct expectations shaped by long-term adherence to plant-based diets, which often emphasize softer textures and more vegetable-forward flavour profiles. These differing preferences highlight the need for targeted product development. To better serve both segments, manufacturers could consider creating tailored versions. One that replicates meat-like qualities for flexitarian consumers and another that offers a lighter, less chewy formulation more aligned with vegan preferences. Such a dual-approach strategy could help maximize consumer satisfaction and expand the product’s appeal across dietary lifestyles.
Table 2. Perception of mushroom-based meatball between vegan and non-vegan group
Attribute
Vegan (Mean ± SD)
Non-Vegan (Mean ± SD)
t-value
p-value
Significance
Texture
3.28 ± 0.85
3.65 ± 0.79
2.41
0.017
Significant (p < 0.05)
Aroma
3.45 ± 0.91
3.87 ± 0.76
2.86
0.005
Significant (p < 0.01)
Overall acceptance
3.41 ± 0.83
3.78 ± 0.72
2.34
0.021
Significant (p < 0.05)
Source: Haimid, M. T. (2024)
MARKET & CONSUMER BEHAVIOR FINDINGS
Understanding the motivations and behaviors behind consumer choices is essential to building a successful plant-based product strategy. In this study, health emerged as the top driver for trying plant-based alternatives, with 71% of respondents citing health benefits as their primary motivation. This aligns with broader consumer trends in Malaysia, where rising awareness of non-communicable diseases has fuelled interest in healthier dietary options. Notably, curiosity was also a strong factor, motivating 57% of respondents to try plant-based meatballs suggesting that novelty still plays a role in influencing trial behavior.
In terms of purchasing habits, supermarkets and wet markets were the most common purchase channels. This indicates that traditional retail outlets remain trusted platforms for buying food products, especially among consumers who value the ability to inspect items first hand. Online purchasing, by contrast, was considerably lower. A trend that could be tied to perceived freshness, limited brand visibility online or concerns about product authenticity. This presents an opportunity for plant-based brands to strengthen their presence in trusted physical retail environments while gradually improving online accessibility.
The study also revealed that most purchases were occasional, highlighting that mushroom-based and other plant-based products have yet to become a regular part of daily diets for many Malaysians. This occasional buying behaviour suggests that while interest is growing, integration into everyday eating habits is still developing. Continued exposure, better taste profiles, and educational campaigns could help transform occasional consumers into regular buyers over time.
One of the most critical findings relates to halal certification, which was identified as a major trust factor, particularly for Muslim consumers. Given Malaysia’s majority-Muslim population, certification ensures both religious compliance and quality assurance, making it an essential prerequisite for market entry and long-term acceptance. Additionally, social media and word-of-mouth were the top promotional channels, reinforcing the importance of peer influence and digital visibility in shaping consumer awareness. For marketers and product developers, leveraging trusted endorsements, community influencers, and authentic storytelling will be key to building credibility and driving demand in this emerging sector.
IMPLICATIONS FOR ENTREPRENEURS & POLICYMAKERS
The growing interest in plant-based foods in Malaysia presents significant possibilities for food entrepreneurs aiming to innovate in the health and sustainability sectors. This study highlights that clear nutrition labelling plays a critical role in consumer trust and purchase decisions. Entrepreneurs should invest in transparent packaging that communicates key health benefits such as high fiber content, low fat, and cholesterol-free status especially for urban, health-conscious buyers. Using local ingredients like Malaysian-grown mushrooms not only improves freshness and traceability but also supports national food security and resonates with consumer pride. From a product development perspective, sensory satisfaction remains crucial. While MARDI’s prototype was visually appealing and aromatic, improvements are still needed in texture and aftertaste. Entrepreneurs must commit to ongoing R&D to refine mouthfeel and flavour retention, catering to the expectations of both vegan and non-vegan consumers. Distribution strategies should be inclusive, leveraging modern outlets such as supermarkets and specialty health stores while maintaining a presence in traditional venues like wet markets.
On the promotional front, influencer marketing and digital storytelling have proven to be effective channels. Entrepreneurs should consider partnering with nutritionists, chefs, and lifestyle content creators to educate and engage potential consumers. Authentic storytelling centred on local sourcing, health benefits and cultural familiarity can foster emotional connections and reinforce brand credibility.
Policymakers have a pivotal role in shaping Malaysia’s plant-based future. Support measures such as tax incentives, R&D grants, and training programmes for SMEs can accelerate product innovation. Strengthening halal and organic certification systems for plant-based foods will further increase consumer confidence, particularly among Muslim buyers. Integration into school food programmes such as the Rancangan Makanan Tambahan (RMT) and Program Hidangan Berkhasiat di Sekolah (HiTS) can be a game-changer. These can be done by introducing plant-based options into canteen menus. Inserting this into the menu, the government can cultivate healthy eating habits from an early age, aligning with public health objectives and addressing rising concerns over childhood obesity and nutrition (Norhasmah, Zalilah, & Rohana, 2020).
Furthermore, embedding plant-based innovation within the Dasar Agromakanan Negara (DAN) 2021–2030 supports the policy’s strategic thrusts, including modernising agriculture through smart technologies, strengthening value chains, enhancing food system sustainability and creating a conducive business ecosystem (Department of Agriculture Malaysia, 2021). Incentivising local production of key plant-based ingredients, enhancing supply chain resilience, and promoting “future food” development including plant-based proteins. This will align national goals with global dietary sustainability trends. Public health campaigns promoting sustainable diets with an emphasis on environmental and nutritional advantages can catalyse broader societal shifts.
Ultimately, a coordinated ecosystem involving government, research institutions and entrepreneurs supported by strong policy frameworks and early consumer education is key to scaling up Malaysia’s leadership in culturally relevant, plant-based food innovation.
CONCLUSION
Mushroom-based meatballs are more than just a novel idea. They represent a viable and locally appropriate response to Malaysia’s changing dietary landscape. As health awareness grows and concerns about climate change and food ethics take centre stage, consumers are increasingly drawn to products that align with these evolving values. This study confirms that with the right blend of nutritional transparency, sensory appeal and cultural familiarity, mushroom-based alternatives can thrive in Malaysia’s burgeoning plant-based market.
To fully unlock this potential, future innovations must prioritize continuous improvement. The improvement especially in product labelling, taste refinement and accessibility across diverse retail settings. Local sourcing, halal certification and emotionally resonant brand messaging will be key pillars of success. With strategic collaboration among entrepreneurs, researchers and policymakers, mushroom-based meatballs and similar plant-forward innovations can help pave the way for a healthier, more inclusive and environmentally responsible food future in Malaysia.
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