Meat fans' and meat reducers' attitudes towards meat consumption and hybrid meat products in the UK: a cluster analysis

Summary Meat reduction, rather than total elimination, is emerging as a popular trend that fulfils most consumer demands. In this study, using survey results from 802 United Kingdom residents, we identified distinct groups of consumers based on their meat consumption habits and explored their attitudes towards meat reduction and their perception of hybrid meat products. Two distinct consumer segments were identified, named ‘fans’ and ‘reducers’. ‘Fans’ were unwilling to reduce their meat consumption, considering it a right that makes them feel good. They were more optimistic regarding environmental concerns and less enthusiastic about the idea of hybrid meat products. On the other hand, ‘reducers’, although they consumed meat, expressed feeling bad about it and reported high levels of environmental concerns. These differences were also reflected in their willingness to eat and buy hybrid meat products, as well as the desired type of meat and meat‐to‐plant‐based ratio in their chosen hybrid meat.