A Consumer Segmentation Study for Meat and Meat Alternatives in Switzerland.

Franziska Götze,Thomas A Brunner

doi:10.3390/foods10061273

Franziska Götze, Thomas A Brunner

Open Access

https://doi.org/10.3390/foods10061273

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Abstract

The aim of this study was to identify consumer groups regarding meat and meat alternatives, which are homogeneous in themselves but very different from one another. To date, the literature has analysed the attitudes towards, and the motives behind, the consumption of meat and meat alternatives. However, segmentation research portraying homogeneous consumer groups that are consuming or willing to consume meat alternatives is lacking. This study closes this research gap and, in doing so, also shows how meat consumption is related to the consumption of alternative products. A questionnaire was sent out to a random sample in the German- and French-speaking parts of Switzerland, resulting in 561 responses. A hierarchical cluster analysis using seven scales revealed six distinct consumer groups, which covered all types of consumers, from the uncompromising meat-eater to the health-conscious meat avoider. The results show that meat alternatives are not always consumed as a substitute for meat but can also be a complementary component in one’s diet. This study contributes to the scientific literature by providing useful information for the food industry involved in producing and marketing meat and meat alternatives to different target groups.

Highlights

In recent years, vegan and vegetarian diets, including plant-based sources of protein, have become increasingly appealing to consumers [1,2]
This study closes this research gap and, in doing so, shows how meat consumption is related to the consumption of alternative products
A hierarchical cluster analysis using seven scales revealed six distinct consumer groups, which covered all types of consumers, from the uncompromising meat-eater to the health-conscious meat avoider

Summary

Introduction

Vegan and vegetarian diets, including plant-based sources of protein, have become increasingly appealing to consumers [1,2]. As of 2020, according to Swissveg, the largest representation of vegetarians and vegans living in Switzerland, approximately 5% of the Swiss population eats a vegetarian or vegan diet, and including flexitarians (i.e., occasional meat consumers), the population makes up nearly a quarter of the Swiss population. As a small but growing number of consumers are willing to reduce meat consumption, avoid meat completely or replace it with (for example) plant-based alternatives, the food industry has reacted positively to this growing trend. While the consumption of meat and meat products in Switzerland has remained constant throughout the last decade (48–52 kg/person/year) [11], a growing number of alternatives to meat can be found in the food market. On the one hand, a part of the population seems to have reduced meat in their diet, and on the other, the remnant appears to be consuming higher amounts of meat over time

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