Anyone who researches food knows taste reigns. REIGNS! It's often difficult to get consumers off taste opinions and learn anything else. That said, I think step one of educating would be acknowledging the taste. If it tastes really good, why not try it? Last thought - how often do we know the process of what we regularly eat today? (ie not sure if the "how" matters much)

Initially these products (be them insect, clean meat or the latest bleeding vegetable burger) benefit from curious trial. Or in other words novelty. In the case of plant based products where there is a significant improvement on existing options (which they are), they will pick up strong customers base and share of the existing market. Plus of course the numbers of vegetarians and vegans is increasing too.

Whilst consumer are starting to become more flexitarian (and there is data to show this) - In my opinion it is availability and habit that will create significant growth. As was alluded to before taste (or lack of it) trumps education most times.

I wish to add another slant. Taste isn't the only key driver. Cost is also of immense importance. In a future where clean meat, insects and/or reclaimed plant/vegetable proteins from waste are at a critical mass to be the cheaper option - which will happen. Will it be the case that the meat "alternatives" are the only meat that certain people can afford. If real "meat" continues to be aspirational, and with a burgeoning middle class, the current environmental crisis will only get worse.

This reads rather "doomsday"...there is great work going on in this area and I am not resigned to the apocalypse just yet. But there are lots of challenges to be overcome too.

As Adrienne indicates above, the primary driver for consumer adoption will be taste. If it tastes at least as good at what it replaces, there is that much less explanation required. Some protein/meat alternatives are requiring consumer education because frankly, they either don't taste as good (think vegetable/bean patty alternatives to beef burgers) or they carry some strong "baggage" with them (think insects as a source of protein). The "story" is rational rather than emotional, enabling the consumer to have sufficient information to make an educated decision.

Yes, taste is #1. But as a vegetarian who cooks meet for her family, I appreciate the complexity around the entire experience around meat. Would I shop for this in a different place, would it need to be labeled differently, what is the story (not over educating and 'how' mansplaining) that is shared with others, how usual preparation changed, what are the consequences and trade-offs? What are the individual, social, and cultural implications? How is equity supported or undermined?

Using design thinking to unravel the entire 'eco system' , folklore, and experience of today's meat world would help identify user centered opportunities for the next one. Shameless plug I know, but I can help!

The need for education can be lessened by taking the "twist of the familiar" approach, which also provides reassurance on taste.  Some of these meat-free innovations may also follow more of an emerging scale growth pattern vs. that of an immediate scale. Chef endorsements / restaurant recipes could accelerate product acceptance.

apologies for delay with my input.

I am sorry but I am going to go against popular belief in this thread.

Taste I believe can be achieved regardless of the ingredients being used.
I believe that TRADITION is the number one factor regarding choices and the disconnected that results.
There are many experiments on the street and in shopping center of non-veg consumers loving the taste of the product presented to them, it is the mindset that causes push back.
For example

1. Don't tell person meat looking item is made from (mushrooms, gluten, soy etc) and non-veg will typically try without preconceived ideas that it is 'different'. This is with letting the look of the item do the talking, not by pretending it is meat..
2. Tell person item is a replacement/faux food, you will find many will not try it at all, some instantly declare it is nothing like the original or insist that they are carnivores and therefor product is not for them regardless of taste but will tell their vego friend - (everyone seems to have that one vego friend).

In addition segments definitely factor in decideing what is the best path to take.

1. Younger consumers are not so steeped in tradition as older ones, however their budget might preclude them with the cost of these goods coming out on the market.
2. Family creating (middle life approx) may be concerned with what a growing child needs on a budget and with the large budgets of some producers its hard for them to see anything other than what is marketed to them as healthy via the channels they view.
3. There is a very visual growth of health/eco/animal vegans that are emerging, seeking minimal damage to body, planet and earthlings.

They would all need different methods.

Now I probably should declare that I have this is from personal experience via my business and touch points with customers and other people that I engage with as a result.
I cannot provide refereneces although if you wanted to seek it out I am sure you could find coraborating information online.

Thanks for allowing me to have a comment on this topic.