A transition towards plant-based diets on its way? Consumers’ substitutions of meat in their diets in Finland

In recent years, the position of meat has been challenged in Western food cultures due to its ecological, health and animal welfare impacts. This study examined consumers’ reported changes in their meat and plant protein consumption in a new situation after the prominent market entrance of novel plant-based products in Finland. The study is based on an online survey (N=1,000) among 18–79-year-old consumers living in Finland. Using latent class analysis, four consumer clusters were identified based on self-reported past changes in meat and plant protein consumption. The largest cluster was ‘No change’ (43.3% of the respondents), followed by ‘Less red meat, more plant proteins’ (30.4%), ‘Less red meat, more poultry’ (17.9%) and ‘No/very little meat, more plant proteins’ (8.4%). The clusters differed in their sociodemographic characteristics: gender, age, level of education and area of residence. One-way ANOVA showed differences between the clusters in food neophobia, natural concerns, health and pleasure motives. In addition, the clusters held varying attitudes towards meat, beans, and plant-based protein products. The results suggest an increasing interest among consumers in less-meat diets, indicating support for the needed societal transition towards more sustainable patterns of eating.