Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions

Polish Consumers' Attachment to Meat: Food and Plant-Based Meat Alternative Choices

Background/Objectives: Poland has remained one of the leaders in meat consumption in Europe for years. This study aimed to determine the relationship between Polish consumers' meat attachment and willingness to change their consumption habits to plant-based foods and meat, using self-assessment, including attitudes toward health, naturalness of food, product novelty, and willingness to seek information about these products. In addition, the relationship between the meat attachment of the surveyed individuals consuming plant-based meat alternatives and their attitudes towards these products was assessed. Methods: A representative survey with 1003 respondents was conducted using the CAWI (computer-assisted web interview) method. Four consumer clusters were identified using the k-means method: Meat lovers, Meat neutral, Meat attached, and Meat opponents. Results: The Meat lovers cluster was characterized by dominant values for entitlement and hedonism and the least willingness to consume plant-based products in the coming year. It was represented by those who care about their health and like product novelty while lacking familiarity with and willingness to try plant-based meat alternatives. The Meat opponents cluster was distinguished by having the highest readiness for eating plant-based products. These individuals valued the naturalness of food, disliked buying new food products, and were familiar with plant-based meat alternatives but consumed them occasionally. Furthermore, cluster membership differed after considering gender, education level, and place of residence. Conclusions: The findings indicate the need for educational and marketing activities to raise awareness of the health and environmental benefits resulting from reducing meat consumption to decrease meat attachment.

Drivers and Barriers for Plant-Based Cheese Alternatives Adoption: Insights from Diverse Consumer Clusters

The transition to plant-based diets is advocated as a consumption measure to mitigate the environmental impacts of animal-based food production. Understanding the drivers and barriers to consumption can guide the formulation of tailored strategies for advancing plant-based alternatives in markets. This study investigated the principal drivers and barriers influencing the adoption of plant-based cheese alternatives among Danish consumers (n = 550) through an online survey. Participants were clustered based on the sensory (flavor and texture) cues using Agglomerative Hierarchical Clustering, resulting in four consumer groups: (C1) consumers who prefer plant-based cheese alternatives to closely mimic both the flavor and texture of dairy cheese (n = 172); (C2) Consumers who prefer dairy-like flavor but are open to plant-based textures (n = 141); (C3) Consumers who prefer dairy-like texture but are open to novel flavor (n = 146); and (C4) Consumers who seek variety and novelty in both flavor and texture (n = 91). The results showed that consumer preferences for flavor and texture cues are important factors in shaping their motivations and barriers toward plant-based cheese. Specifically, product availability emerged as a significant barrier for those preferring dairy-like alternatives, while sensory perception and convenience were less influential for consumers who favor novelty. Notably, the consumer clusters did not show significant statistical differences in dietary pattern types, such as omnivores, flexitarians, vegetarians, or vegans. Understanding these dynamics is essential for developing effective strategies to promote plant-based cheese alternatives and cater to varying consumer needs.

Global Insights into Cultured Meat: Uncovering Production Processes, Potential Hazards, Regulatory Frameworks, and Key Challenges-A Scoping Review

This scoping review aims to understand the cell-based meat production process, including the regulations, potential hazards, and critical points of this production. This review includes studies on cultured meat production processes, health hazards, and regulatory guidelines, excluding those without hazard analysis, incomplete texts, or studies published before 2013. The search was performed in eight electronic databases (MEDLINE, Web of Science, Embase, Cochrane Library, Scopus, LILACS, and Google Scholar) using MeSH terms and adaptations for each database. The search for local studies on regulations and guideline documents was complemented by a manual search on the websites of governments and regulatory agencies from different regions (e.g., FDA, FAO, EFSA, USDA, Health Canada, EC, EU, ANVISA/Brazil, MAPA/Brazil, FSANZ, and SFA). This step involved reading full texts to confirm eligibility and extract key data, including author, year, country, study design, objectives, results, cultured meat protocols, health hazards, and hazard control measures, followed by data analysis. A comprehensive search of the databases yielded 1185 studies and 46 regulatory or guidance documents. After removing duplicate studies and applying eligibility criteria to titles, abstracts and full texts, 35 studies and 45 regulatory or guidance documents were included. The cultured meat production protocols are well-established, highlighting potential hazards and critical control points. Although guidance documents and regulations are limited, they are expanding globally. The development and commercialization of cultured meat require clear, and up-to-date regulations and supervision, which are being studied and formulated by regulatory agencies worldwide. Cultured meat production presents some potential hazards (chemical, biological, and physical) that require food safety considerations: (i) genetic stability of cells/cell lines; (ii) microbiological hazards related to cell lines; (iii) exposure to substances used in the production process; (iv) toxicity and allergenicity of the product or its component for the population; (v) post-harvest microbiological contamination; (vi) chemical contamination/residue levels; and (vii) nutritional aspects/risks. Currently, no standardized testing approach exists for cultured meat. However, effective hazard and safety assessment strategies, such as HACCP combined with best practices, should be implemented throughout the production process.

Plant-based Meat Analogs: Perspectives on Their Meatiness, Nutritional Profile, Environmental Sustainability, Acceptance and Challenges

PURPOSE OF REVIEW

Plant-based meat analogs (PBMAs) have been the subject of interest over the past few years due to consumers' demand for environmentally friendly, healthful, and non-animal-based foods. A better comprehension of the composition, structure, texture, nutrition, and sustainability of these PBMAs is necessary.

RECENT FINDINGS

This review articulates the protein sources and composition of PBMAs and their "meatiness" with respect to texture, structure, and flavor enhancement. The components used in the analogs, such as unsaturated fats, fibers, vitamins, minerals, carbohydrates, and plant-based oils enriching their nutritional profile, are described. The study identifies the environmental and sustainability impact of PBMAs, as crucial to the survival and maintenance of biodiversity. More studies are warranted to scope and underscore the significance of the analogs and comprehend the texture or structure-function relationships. Further product development and testing thereof may ultimately result in quality meat analogs that respect meat taste, health and acceptance of consumers, environmental sustainability, animal welfare, and current challenges.

Plant-Based Meat Analogues and Consumer Interest in 3D-Printed Products: A Mini-Review

The markets for plant-based meat analogues (PBMAs) are growing worldwide, showing the increasing consumer demand for and acceptance of these new products. Three-dimensional (3D) food printing is a new technology with huge potential for printing products customised to suit consumers' wants and needs. There is a broad acceptance from consumers regarding the safety and desirability of consuming food products that are produced using 3D printing. As this is a new technology, consumers must be provided with relevant information from a trusted source, with further research needing to be conducted within the context of the identified market and culture. By embracing the strength of customisation of 3D printing and coupling this with the global demand for plant-based products, 3D printed PBMAs could be a future challenger to the currently popular production method of extrusion. Therefore, this article reviews consumer interests in PBMAs and summarises opportunities for using 3D printing technology to produce plant-based meat analogues.

Gen Z's Willingness to Adopt Plant-Based Diets: Empirical Evidence from Greece, India, and the UK

Comprising the largest population cohort on this planet, Gen Z presents a future-oriented consumer segment driven by climate change and food. This study sought to investigate Gen Z's perceptions toward plant-based foods and diets and explore the relationship that attitude components, meal preparation involvement, personal and lifestyle factors, and perceived barriers in adopting a plant-based diet have with willingness to adopt green-eating practices. Using cross-sectional data from university students in Greece, India, and the UK, various tools were employed to determine the factors influencing youths' consumer behavior toward animal-protein substitutes. PCA indicated the underlying dimensions of students' viewpoints on plant-based foods, whereas hierarchical and k-means clustering provided the cluster structure. An ordered probit model was estimated to delineate Gen Z's willingness to adopt plant-based diets and distinguish among mostly unwilling, somewhat willing, and mostly willing youths. Our findings identified two consumer segments, namely proponents and opponents of plant-based foods and diets, with statistically significant differences in the perceived health benefits of plant-based diets, attachment to animal-based proteins, perceived exclusion of animal-based foods, dissatisfaction with plant-based foods' attributes, and demand for ensuring adequate protein intake. The ordered probit model estimates showed that there is a "homogeneity" in the factors influencing youths' intention to adopt plant-based diets, with attitude components, meal preparation indicators, perceived barriers to eating "green", and personal factors, such as self-assessed knowledge of healthy eating and physical activity, being strongly associated with students' willingness to switch to plant-based diets in all three countries. Mapping potential obstacles and enablers in terms of shifting to more green-eating behaviors, our findings could add information to better understand the factors affecting food choice and youths' transition to a more sustainable lifestyle.

Are novel plant-based meat alternatives the healthier choice?

The global market for plant-based meat alternatives (PBMAs) is expanding quickly. In this narrative review, analysis of the most recent scientific literature was achieved to understand the nutritional profile, health implications, and the challenges faced by PBMAs. On the positive side, most PBMAs are good sources of dietary fiber, contain phytochemicals, have comparable levels of iron, and are lower in calories, saturated fat, and cholesterol than meat. However, PBMAs frequently contain anti-nutrients, have less protein, iron, and vitamin B12, are lower in protein quality, and also have higher amounts of sodium. Substituting PBMAs for meats may cause iron, vitamin B12, and less likely protein deficiency for these vulnerable population such as women, older adults, and individuals with disorders. PBMAs fall into the category of ultra-processed foods, indicating a need to develop minimally processed, clean-label products. Replacing red meat with healthy plant-based foods is associated with lower risks of cardiovascular diseases, type 2 diabetes, and total mortality. There is a lack of robust, long-term evidence on the role of PBMAs consumption in health. As the nutrient contents of PBMAs can vary, consumers must read nutrition facts labels and ingredient lists to select a product that best fits their nutritional and health objectives.

Identifying segment-specific barriers to ordering environmentally sustainable plant-based meat dishes in restaurants

Eating less meat when dining out can help mitigate climate change. Plant-based meats can facilitate the transition to a more environmentally sustainable tourism sector. However, uptake of these products remains low. Building on the capability-opportunity-motivation behaviour model, this study identifies the main reasons for the general population of restaurant patrons to reject plant-based meats: they prefer meat and traditional vegetable dishes; they are concerned about not enjoying plant-based meat dishes; they perceive plant-based meat dishes as too expensive. Accounting for heterogeneity among diners leads to the identification of six distinct consumer segments, which differ in their reasons for not ordering plant-based meat dishes in restaurants. From these empirical insights, we derive recommendations for tourism professionals on how to entice specific consumer segments to order plant-based meat dishes and identify future avenues for research.

What's cooking, if not meat? Effects of repeated home-use, recipe inspiration and meal context on perception of plant-based meat analogues

Plant-based meat analogues (PBMA) may help consumers in shifting towards more plant-based diets, but PBMA are not widely used yet, and little is known about their longer-term acceptance. This study investigated whether consumer acceptance of PBMA changed with repeated home-use, and whether providing recipe suggestions in the form of meal boxes could influence PBMA acceptance. To this end, Dutch regular meat eaters (n = 61) prepared, consumed and evaluated two meals (one from a meal box, one self-created) with PBMA (PB mince and PB chicken, counterbalanced across meal types) per week at home for four weeks. As a secondary objective, potential longer-term effects of repeated home-use of PBMA on meat (analogue) consumption habits and attitudes (e.g. motives for choosing PBMA, attitudes toward eating less meat) were assessed in a pre-vs post-intervention survey. Responses were compared with a control group of consumers not participating in the home-use study (n = 179). Results provided no evidence that PBMA liking changed with repeated home-use, nor that the provision of meal boxes increased liking of PBMA. Instead, PBMA liking was strongly influenced by the meal context, which may have overruled potential effects of repeated exposure. Findings from the pre- vs. post-intervention survey suggest that repeated exposure may stimulate longer-term consumption of PBMA, although more seems needed to bring about a structural shift toward a less animal-based consumption pattern. Future research should investigate whether more sophisticated recipes that provide a suitable meal context for PBMA and elevate consumers' meal experiences may improve PBMA acceptance and facilitate the transition toward more sustainable diets.

Satiating Capacity of Plant-Based Meat in Realistic Meal Contexts at Home

Plant-based meat substitutes replacing animal meat can potentially support the transition towards more sustainable diets. To enable the required transition, consumer acceptance of plant-based meat is essential. An important aspect of this is the feeling of satiety or being full after eating. This study determined the satiating capacity of both plant-based meat and animal meat in 60 adults under real-life in-home conditions. Participants consumed four fixed ready-to eat meals for lunch at home once per week. Two types of Indian curry with 'chicken' were investigated as well as two types of pasta Bolognese with 'minced meat'. The two 'chicken' dishes and the two 'minced meat' dishes had the same recipe except for a gram-for-gram swap (125 g each) of either animal meat (chicken breast and minced meat) or plant-based (soy) meat. Results showed no difference in the satiating power of an animal meat dish and a plant-based meat dish when these were eaten as part of a full lunch meal at home. In addition, the meals did not result in energy nor macronutrient compensation during the rest of the day after consuming the meals. This occurred despite the caloric differences of the meals as a result of the real-life conditions (i.e., a lower energy content of the pasta with plant-based meat compared to the other meals). We conclude that meals with plant-based meat can be as satiating as meals with animal meat.

The Gap in Sustainable Food Services in Public Institutions: The Perceptions of Young Consumers from Public Universities in the Madrid Region (Spain)

The agri-food system needs to transition into a more balanced system that takes into account economic, social, and environmental factors. Young people are a key demographic group to consider as they are open to new trends of consumption, including sustainable buying practices. Public universities can play a significant role in promoting sustainable and healthy eating habits among students. In this paper, we focus on the perceptions of young people regarding sustainable food in the Madrid Region. We conducted a survey using a questionnaire-based approach among 1940 students in 2022. The results highlight that young consumers are highly concerned about food sustainability. They perceive sustainability as local and non-processed foods. However, this perception varies among young consumers, and we identified five different consumer profiles. Principal component analysis and cluster analysis provide insights into potential actions that universities can take to promote sustainable and healthy eating habits among students.

Novel plant-based meat alternatives: future opportunities and health considerations

Present food systems threaten population and environmental health. Evidence suggests reduced meat and increased plant-based food consumption would align with climate change and health promotion priorities. Accelerating this transition requires greater understanding of determinants of plant-based food choice. A thriving plant-based food industry has emerged to meet consumer demand and support dietary shift towards plant-based eating. 'Traditional' plant-based diets are low-energy density, nutrient dense, low in saturated fat and purportedly associated with health benefits. However, fast-paced contemporary lifestyles continue to fuel growing demand for meat-mimicking plant-based convenience foods which are typically ultra-processed. Processing can improve product safety and palatability and enable fortification and enrichment. However, deleterious health consequences have been associated with ultra-processing, though there is a paucity of equivocal evidence regarding the health value of novel plant-based meat alternatives (PBMAs) and their capacity to replicate the nutritional profile of meat-equivalents. Thus, despite the health halo often associated with plant-based eating, there is a strong rationale to improve consumer literacy of PBMAs. Understanding the impact of extensive processing on health effects may help to justify the use of innovative methods designed to maintain health benefits associated with particular foods and ingredients. Furthering knowledge regarding the nutritional value of novel PBMAs will increase consumer awareness and thus support informed choice. Finally, knowledge of factors influencing engagement of target consumer subgroups with such products may facilitate production of desirable, healthier PBMAs. Such evidence-based food manufacturing practice has the potential to positively influence future individual and planetary health.

Significance of Fermentation in Plant-Based Meat Analogs: A Critical Review of Nutrition, and Safety-Related Aspects

Plant-based meat analogs have been shown to cause less harm for both human health and the environment compared to real meat, especially processed meat. However, the intense pressure to enhance the sensory qualities of plant-based meat alternatives has caused their nutritional and safety aspects to be overlooked. This paper reviews our current understanding of the nutrition and safety behind plant-based meat alternatives, proposing fermentation as a potential way of overcoming limitations in these aspects. Plant protein blends, fortification, and preservatives have been the main methods for enhancing the nutritional content and stability of plant-based meat alternatives, but concerns that include safety, nutrient deficiencies, low digestibility, high allergenicity, and high costs have been raised in their use. Fermentation with microorganisms such as Bacillus subtilis, Lactiplantibacillus plantarum, Neurospora intermedia, and Rhizopus oryzae improves digestibility and reduces allergenicity and antinutritive factors more effectively. At the same time, microbial metabolites can boost the final product's safety, nutrition, and sensory quality, although some concerns regarding their toxicity remain. Designing a single starter culture or microbial consortium for plant-based meat alternatives can be a novel solution for advancing the health benefits of the final product while still fulfilling the demands of an expanding and sustainable economy.

Gradual behaviour change towards meat reduction: Development and validation of a novel decisional balance scale

Meat reduction is gaining attention among consumers, marketers, policymakers and scientists. Yet little is known about decision-making processes and behaviour change towards meat reduction. This paper explores the applicability of the decisional balance (DB) framework to the field of meat reduction. A novel DB scale to measure the perceived importance of beliefs about meat reduction at different stages of behaviour change was developed and validated in two studies with German meat eaters. In Study 1 (N = 309), the item inventory was tested using an exploratory factor analysis and then validated in Study 2 (N = 809). The results yielded two higher-order DB factors (pros and cons), which were subdivided into five lower-order factors (perceived benefits of a plant-based diet, downsides of factory farming, health barriers, legitimation barriers and feasibility barriers). The pros and cons were summarised in a DB index. All DB factors and the DB index were tested for internal consistency (Cronbach's alpha ≥.70) and aspects of validity. The typical DB pattern of the pros and cons of behaviour change was confirmed: the cons outweighed the pros for consumers who did not intend to reduce meat consumption, while the pros outweighed the cons for consumers who intended to reduce meat consumption. The new DB scale for meat reduction has proven to be a suitable measure to gain insights into consumers' decision making and could be used to develop targeted meat reduction interventions.

Transforming practice chains through ideological objects: How plant-based meats impact consumers' everyday food practices

This research investigates the impact of the introduction of plant-based meats (PBMs) on consumers' food practices. Based on the results of 21 in-depth interviews with consumers who use PBMs, this research uses practice theory to explore how the adoption of PBMs affects linked food practices and the meanings associated with these practices. We find that consumers adopt PBMs due to either a desire for meaning coherence or for practicality. Subsequently there are social and embodied ripple consequences associated with this adoption, with consumers revising their social food practices, reconfiguring their understandings of health, and re-orienting their relationship to their body. Our findings extend the research on practice theory by examining how the adoption of a new category of ideological objects shapes other linked consumption practices. Practically, our findings provide important insights for dietary, marketing and health practitioners to understand the overall impact of PBM adoption on consumers' dietary patterns and practices, and their perception about health and body.

Meat Consumption, Sustainability and Alternatives: An Overview of Motives and Barriers

Meat and meat products are important sources of protein in the human diet. However, their consumption or excessive consumption has been questioned as this has been related to sustainability and health issues. Due to this, alternatives to conventional meat consumption, such as meat produced more sustainably or meat alternatives, have been considered. The aim of the present work is to gain insight into the meat consumption of different countries, the motives for and barriers to this consumption, as well as into the consumption of more sustainably produced meat with particular focus on organic meat and meat alternatives. Information on meat consumption has been obtained using FAOSTAT data and maps have been constructed using SAS software. Results showed that, in general, albeit with variations between and within countries, there is a tendency to decrease red meat consumption and increase poultry consumption, while for pork consumption the tendency is less clear. Motives and barriers for meat and meat alternative consumption have been reviewed and it is possible to see that these are very variable and that they, in addition to the intrinsic and extrinsic characteristics of the meat, are also related to consumers' attitudes and beliefs. Thus, it is important to inform consumers in a truthful and reliable way in order to allow them to make well-founded decisions regarding the consumption of these products.

Health- or Environmental-Focused Text Messages to Increase Consumption of a Sustainable Diet among Young Adults: Importance of Expected Taste

Taste is a frequently cited barrier to the greater adoption of plant-based foods, a dietary pattern associated with both health and environmental benefits. To examine the role of expected taste in promoting greater adoption of plant-based foods, we examined the impact of a text-message intervention on the expected taste of both meat- and plant-protein foods. Young adults (n = 159) were randomly assigned to receive either health- or environment-focused text messages twice a week for eight weeks. Study measures (pre- and post-) included dietary recalls, the expected tastiness of meat- and plant-protein images and plant-based diets, consumption intention, and person-related factors such as moral satisfaction and the subjective norms of plant-based eating and health and environmental values. Participants rating plant-protein foods tastier at baseline were more likely to report higher actual (p < 0.001) and intended (p = 0.017) consumption of plant proteins following the intervention. While text messages had a limited effect on altering the expected taste of specific plant-protein foods, the messages did elevate the expected tastiness of plant-based diets. Baseline person-related factors positively predicted changes in expected tastiness of plant-based diets. Messages promoting plant-based foods may be more effective if these foods are first perceived as tasty. Furthermore, incorporating person-related considerations into messaging strategies may improve the expected taste of plant-based foods.

Critical food and nutrition science challenges for plant-based meat alternative products

A reduced reliance on animal-based diets with a move towards a more plant-based diet has driven the market demand for new generation sustainable plant-based meat alternatives. This review covers science and business perspectives relating to the development of plant-based meat alternatives. A conceptual framework to help inform the innovation pathway is provided. The market opportunity, consumer perspectives, the science that underpins the development of plant-based meat alternatives and patent information relating to these products are discussed. Careful navigation through the public domain science literature and patent landscape is necessary for informing the choice of ingredients, formulations and processes for producing plant-based meat alternatives. Attention to design of ingredient systems for optimization of flavor, texture, binding, color and nutrition is necessary for development of plant-based meat alternatives with desirable consumer attributes. Recommendations for further research for developing superior formulations for consumer-acceptable plant-based meat alternative products for improving sustainability outcomes are suggested.

Plant-Based Only: Investigating Consumers' Sensory Perception, Motivation, and Knowledge of Different Plant-Based Alternative Products on the Market

Consumer acceptance and product development of sustainable, healthy, and tasty plant-based alternative products (PBAPs) are closely interlinked. However, information on consumer perceptions of the sensory profile of plant-based meat, cheese, and milk remains scarce. The study aimed to investigate German consumers’ (1) sensory evaluation of PBAPs and (2) consumers´ motivations and knowledge underlying the purchase of such products. This was analyzed in relation to different dietary styles of consumers (omnivore, flexitarian, vegetarian, vegan). A sample of 159 adults completed two tasks: first, a sensory test in which participants tasted and rated three different PBAPs in two consecutive sessions, and second, a questionnaire on consumption behavior, motivation, and knowledge. Results show few differences between nutrition styles in sensory evaluation of individual product attributes. However, overall liking was rated significantly higher by vegans than by omnivores. All dietary styles reported animal welfare and environmental aspects as the main motivations for consuming PBAPs. Most participants acknowledged that meat and cheese alternatives are highly processed foods and not a fad but are not automatically healthier or more environmentally friendly than their animal-based counterparts. Future research should focus on emerging product segments such as plant-based cheeses to better understand how consumers evaluate PBAPs.

Spanish perspective on meat consumption and consumer attitudes

This paper analyses meat consumption and consumer attitudes towards meat and meat analogues in Spain, as well as the barriers and motives that could modify meat consumption in the future. Probably, the trend observed in the decline in meat consumption before the pandemic, which stabilized during the pandemic, will be observed again, with health, animal welfare and environmental issues being the main concerns and reasons for the reduction of consumption. The main drivers of meat consumption are the hedonic component, its nutritional characteristics, and its perception as a healthy and indispensable in a balanced diet. Meat analogues can be found in most Spanish supermarkets, some of them produced by large meat industries. Finally, authors highlight the need to provide Spanish consumers with reliable and credible information that will enable them to be aware of the efforts made by the different production players in the meat sector to achieve a more sustainable product and guarantee animal welfare.

Plant-Based Diets Are Not Enough? Understanding the Consumption of Plant-Based Meat Alternatives Along Ultra-processed Foods in Different Dietary Patterns in Germany

A low-processive plant-based diet is considered valuable for a sustainable diet profile-it is supposed to meet health as well as environmental concerns. However, there is a growing trend toward plant-based meat alternatives, most of which are to be classified as ultra-processed food (UPF). The paper aimed to understand the consumption of different ultra-processed foods to describe their relation to dietary patterns and sustainability. The objective was (1) to depict the status-quo of consumption of plant-based meat alternatives along with other UPF groups (i.e., convenience products, fast foods, snacks, ultra-processed beverages) in a German sample (n = 814) and (2) to investigate the extent to which all examined UPFs are represented in different dietary patterns (vegetarian, flexitarian, regular meat-eaters, high meat-eaters). UPF intake and dietary groups were determined using a food frequency questionnaire (FFQ). Potential factors influencing UPF consumption, such as attitudes toward sustainability and healthy eating practices, were assessed using validated and fitted psychometric scales. Overall, the frequency of UPF consumption varies significantly along the product groups studied. Plant-based meat alternatives were the least consumed food (12.3%), followed by convenience products (57.4%), fast foods (55.9%), ultra-processed beverages (80.1%), and sweet and salty snacks (97.3%). Plant-based meat alternative consumption predominated within a vegetarian diet, while other UPFs, like convenience products, fast foods, sweet and salty snacks, and ultra-processed beverages, were mainly consumed by meat-eaters. Remarkably, flexitarian diets depict low consumption of all types of ultra-processed foods. In order to meet societal sustainability goals, diets and corresponding societal and political actions should emphasize not only plant orientation but also the increase of non- and low-processed foods.

Intergroup Sensitivity and Promoting Sustainable Consumption: Meat Eaters Reject Vegans’ Call for a Plant-Based Diet

Reducing meat consumption can make immediate contributions to fighting the climate crisis. A growing minority adheres to meat-free diets and could convince others to follow suit. We argue, however, that recipients’ social identification as meat eaters may impede the effectiveness of such calls (i.e., an intergroup sensitivity effect based on dietary groups). Indeed, meat eaters in our experiment (N = 260) were more likely to reject calls for dietary change from a vegan than from a fellow meat eater. This effect was also evidenced in evaluations of and engagement with an initiative to promote a vegan diet (“Veganuary”), providing some indication for behavioral impact. In contrast, our societal dietary norm manipulation had no consistent effects on observed outcomes. Exploratory moderation analyses show a limited impact of participants’ social identification as meat eaters but highlight the role of peoples’ general willingness to engage in environmentally friendly behavior. We discuss theoretical and practical implications, including how our results challenge existing approaches to promoting a meat-reduced diet.