Diversifying meat consumption patterns: consumers' self-reported past behaviour and intentions for change

Area of Science:

• Food consumption patterns
• Consumer behavior analysis
• Dietary shifts

Background:

• Understanding meat consumption trends is crucial for public health and environmental sustainability.
• Identifying consumer segments and their motivations for dietary change is key to effective interventions.

Purpose of the Study:

• To analyze meat consumption patterns among Finnish consumers.
• To identify distinct consumer segments based on past and intended changes in meat consumption.
• To explore the primary drivers behind these dietary shifts.

Main Methods:

• Latent class analysis was employed to segment consumers.
• Data included stated past changes and intended future changes in meat consumption.
• Consumer motivations, including health, environment, and animal welfare, were assessed.

Main Results:

• Six consumer clusters were identified, grouped into three major blocks.
• Block 1 (48%): Established patterns, no intention to change.
• Block 2 (13%): Already shifted to less meat, more vegetables.
• Block 3 (39%): In transition, reducing meat, increasing vegetables.
• Healthiness was the most frequently cited reason for dietary change across segments.

Conclusions:

• Finnish consumers exhibit varied meat consumption trajectories.
• A significant portion of consumers are actively reducing meat intake, driven by health consciousness.
• Targeted strategies can be developed to support consumers aiming for more sustainable and healthier dietary patterns.