Abstract
Plant-based and flexitarian eating patterns are increasingly popular, and the food supply system has responded with a wide range of convenience products despite a lack of understanding regarding consumer views. The aim of this study was to explore consumer and nutrition professional (NP) perceptions and attitudes to plant protein, including plant-based meat alternatives (PBMA) within an Australian context. Using an online survey promoted via social media, 679 responses (89% completion rate), achieved an even spread across key age groups. A total of sixty percent reported following a special diet, with 25% vegan and 19% flexitarian. ‘Health’ was a key driver for diet type among the NPs (53.3%) and they were less likely to follow a special diet, while “ethical” reasons were cited by consumers (69%). Plant-based eating was considered a vegan dietary pattern and the most frequently consumed plant-based proteins were whole grains. Most (74%) had tried PBMA, but they were more frequently chosen by consumers, with burger patties then sausages and mince selected as a ‘trendy’ choice; taste was very important across both groups. Products mimicking chicken and fish were of less interest. Plant-based claims were observed by 78% but these were also of greater interest to consumers. Participants reported looking for whole ingredients and iron content and expected that both iron and vitamin B12 would be comparable to red meat. Sodium was the nutrient of greatest interest to NPs and, together, these results help inform the direction for product innovation, while also highlighting the need to assess the adequacy of the dietary pattern when promoting sustainable plant-based eating.
Highlights
The distribution across age groups was comparable to the Australian population [21], the nutrition professional (NP) tended to be younger
This study provides some insights into Australian views, beliefs, knowledge and factors influencing the choice of plant-based proteins and plant-based meat alternatives (PBMA) from both NPs and Consumers
Interest in a plant-based diet and consumption of PBMAs is rapidly growing with consumers believing these products promote good health while being environmentally friendly
Summary
Plant-based eating was considered a vegan dietary pattern and the most frequently consumed plant-based proteins were whole grains. Sodium was the nutrient of greatest interest to NPs and, together, these results help inform the direction for product innovation, while highlighting the need to assess the adequacy of the dietary pattern when promoting sustainable plant-based eating. Current global dietary trends are having detrimental impacts on both the environment and human health, with traditional diets being replaced by those characterised by higher intakes of refined sugars, fats, highly processed foods and meats [3]. It has been suggested that following a ‘flexitarian’ dietary pattern, with a reduction in consumption of animal-based foods and increased consumption of plant-based foods has been associated with a reduction in the risk of both disease [4,5], and impacts on the planet [2,6,7]; sustainability assessments of food and eating patterns are complex
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