This study examined Spanish consumer knowledge and perceptions of fat content in minced meat products, as well as the most relevant aspects considered to accept or reject these products. The majority of respondents overestimated the fat content of different minced meat types. Most consumers would not detect fat variations between ±2 g fat/100 g. The word association task evidenced different perceptions of minced meat according to both meat types (beef-pork or chicken-turkey) and packaging (on trays, bulk). The colour and appearance of the products were very important for consumers, who did not attach much importance to the presence of additives. Unpackaged beef-pork meat was perceived as more natural, but fattier and less healthy. Chicken-turkey meat was associated with health and low-fat, but also with dislike. This study provides relevant information to develop or reformulate new meat products.