Abstract
PurposeThe Dutch market for meat substitutes has grown steadily, however, their market share is still low, and meat consumption in the Netherlands is not decreasing. For a transition towards a more plant-based diet, understanding consumer motives regarding meat substitutes is important. The purpose of this study was to explore what motives lay behind the appropriateness of the use of meat substitutes in different usage situations.Design/methodology/approachIn total, 20 semi-structured in-depth interviews were performed to discover Dutch consumers’ associations with the terms “eating vegetarian” and “meat substitutes”, as well as motives regarding the situational appropriateness of meat substitutes.FindingsThe most mentioned motives for eating vegetarian were “environmental impact”, “health” and “animal welfare”, while meat substitutes were mainly eaten to replace meat in the meal. Most participants perceived vegetarian stir-fry pieces appropriate for almost all situations; the appropriateness of other meat substitutes was more situation-specific. The thematic content analysis yielded seven categories for the motives given for the (in)appropriateness of the four meat substitutes in six usage situations: “Functionality”, “Convenience”, “Properties”, “Preferences”, “Association with meat”, “Association with meals” and “Nutrition”. Mainly motives in the categories convenience and functionality (function of the meat substitute in a meal) were mentioned for all situations and other motives were situation-specific.Originality/valueThe focus in the development of plant-based foods is mostly on the product properties. The situational appropriateness and the underlying motives regarding meat substitutes have not yet been studied. This exploratory study suggests that these should be taken into consideration in the design of new meat substitutes.
Highlights
Numerous studies underline the importance of a “protein transition”, i.e. the shift away from the consumption of animal proteins, such as meat and dairy, towards vegetable and new protein sources (e.g. Aiking, 2011; Smil, 2002; Tijhuis et al, 2011; Van der Weele et al, 2019)
Just a meal without meat. [participant 11] This question elicited reasons for eating a vegetarian meal or diet, such as the environmental impact of meat consumption, health reasons and animal welfare, as demonstrated in the following quote: We are doing this, because: (A) we think a lot of meat is not healthy, and (B) it is better for the world if everyone eats less meat from intensive animal farming. [participant 6] Figure 1b shows the associations of the participants with the term “meat substitutes”
The participants often mentioned specific meat substitutes, as stated in the quote below: Nowadays, there are a lot of meat substitutes, such as vegetarian minced meat, but there are vegetarian chicken pieces that can be used in all kinds of dishes. [participant 10] When participants gave motives for eating “meat substitutes” it was often related to “nutrient source”, followed by “traditional meat replacement”
Summary
Numerous studies underline the importance of a “protein transition”, i.e. the shift away from the consumption of animal proteins, such as meat and dairy, towards vegetable and new protein sources (e.g. Aiking, 2011; Smil, 2002; Tijhuis et al, 2011; Van der Weele et al, 2019). Products that strive to resemble the (sensory) properties of meat, could facilitate this transition, mainly to win over consumers who are used to eating meat on a daily basis (Elzerman et al, 2011; Hoek et al, 2011a). These products have been widely available in Dutch supermarkets for the last 30 years and their market share is growing steadily (de Waard, 2021; IRI Nederland, 2021). Fiorentini et al, 2020) Another factor can be that consumers sometimes seem to need some time to get used to new products; some meat substitutes were better liked after repeated exposure (Hoek et al, 2013). It can take a lot of time before consumers are willing to try a new product again (Horvat et al, 2020)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
