Study Reveals Plant-Based Meat Substitutes Unpopular Among Flexitarian Consumers

Dagevos and Verain surveyed 1941 Dutch adults on the question of whether they intended to cut back on their meat intake in the coming years. The results showed that 30% intended to lower their meat consumption, 20% remained neutral, and 50% had no such intention. The consumers were also asked how they intended to go about reducing their meat consumption: smaller servings, buying meat analogues, substituting meat with other protein sources, or simply leaving out meat and dairy products. This revealed that consumers were willing to replace red meat with white meat and reduce serving sizes. Substituting meat with analogues was the least popular strategy.

However, a more detailed investigation showed significant differences. Meat analogues were popular among flexitarians who eat meat with their dinner once or twice a week, whereas flexitarians who eat meat on three to five occasions per week were not enthusiastic about meat analogues. Hardcore meat-eaters who eat meat on a daily basis did not want the substitutes at all. Thus, say Dagevos and Verain, plant-based meat substitutes are not popular among mainstream flexitarians who eat meat on half of their weekdays.

This outcome was confirmed when consumers were asked what their favourite meat alternatives were. The mainstream flexitarians favoured legumes, nuts, seeds and mushrooms over plant-based meat analogues.

The scientists say that the study yields two counterintuitive outcomes. On the one hand, the common assumption that plant-based meat analogues are popular among flexitarians as a low-threshold meat alternative is not supported. On the other hand, meat analogues are popular among the 6% of consumers who eat no meat at all and the 9% who eat meat no more than twice a week. This disproves the hypothesis that (semi) vegetarians do not like meat analogues.