From first bite to aftertaste: a neuro-sensory approach to texture perception in plantbased meat

Challenge

From 2017-2020, U.S. sales of plant-based meats grew an explosive 74% to $1.4 billion and the percentage of households purchasing plant-based meat rose from 15% to 19%. Recent years have seen a challenging market environment, with sales growth plateauing in 2021-2022 and declining in 2023-2024. For sustained growth, plant-based meats will need to better meet consumer demands for taste, price, and convenience while offering clear benefits to encourage switching.

Approach

To explore the sensory experience of plant-based meats, a combination of Temporal Dominance of Sensation (TDS) and electroencephalogram (EEG) methodologies was employed. Trained panelists conducted TDS evaluations on four different products, recording dominant sensory attributes across aroma, taste, and aftertaste phases.

Simultaneously, EEG data were collected to capture neurophysiological responses, specifically brainwave activity in the prefrontal cortex. These signals were translated into mental metrics to assess cognitive and emotional states throughout the evaluation process.

Outcome

By integrating TDS with EEG, the study revealed meaningful correlations between panelists’ sensory perceptions and underlying neural activity—offering a more comprehensive understanding of how the brain processes multisensory food experiences.

Click here to view our Pangborn 2025 research poster.