Perceived barriers to adopting more plant-based diets across sociodemographic groups: findings from a population-based survey in Finland

Plant-based diets are favourable for both climate and health. However, not much is known about different barriers to adopting more plant-based diets across sociodemographic groups. This study examined the proportions of the population reporting a shift towards more plant-based diets and identified perceived barriers to these changes across different sociodemographic groups. The study was based on the Healthy Finland Survey 2022–2023, including 5390 participants aged 20–74 years. Participants responded to questions on plant-based diets using pre-defined response options. Results were presented as prevalences and 95% CIs. Women reported that they had changed their diets to more plant-based more often than men did (46% vs. 31%). Urban residents, higher educated participants, and those with higher income were more likely to have adopted more plant-based diets than others. Concerns about nutritional adequacy (women 20%; men 24%) and lacking skills to prepare tasty vegetarian foods (women 30%; men 28%) were common perceived barriers. In men, barriers included a dislike of vegetarian foods (23%) and a lack of interest (28%). In women, 17% cited the preferences of their close ones as a barrier. Barriers also differed between groups. Older participants were more concerned about the nutritional adequacy (29%), while younger participants struggled with cooking skills (35%). One third of men living in rural areas or with basic education reported a lack of interest in the topic. Tailored health promotion and food education strategies are critical to overcoming barriers to adopting plant-based diets in diverse sociodemographic groups.