Meat consumption and consumer attitudes - A Norwegian perspective.
Øydis Ueland1, Rune Rødbotten1, Paula Varela1
1Nofima AS, Box 410 Ås, NO-1431 Ås, Norway.
Meat Science
|July 28, 2022
Summary
Norwegian meat consumption is lower than in other North European countries, with meat being important for food security and cultural traditions. While traditional motives persist, health and sustainability are emerging reasons for meat reduction, particularly among young, urban females.
Area of Science:
- Food Science
- Consumer Behavior
- Agricultural Economics
Background:
- Meat holds significant cultural and food security importance in Norway.
- Norwegian agriculture is well-suited for free-ranging livestock.
- Traditional drivers for meat consumption include taste, variety, and price.
Purpose of the Study:
- To analyze current meat consumption patterns in Norway.
- To investigate consumer attitudes towards meat and meat alternatives.
- To identify emerging trends and motivations for meat reduction.
Main Methods:
- Analysis of Norwegian meat consumption data.
- Examination of consumer attitudes towards animal welfare and environmental impact.
- Assessment of the market penetration and consumer acceptance of meat analogues.
Main Results:
- Norway exhibits lower meat consumption compared to other North European nations.
- Concerns about animal welfare and environmental impact are not primary drivers for reduced consumption among most Norwegians.
- Meat analogues have a minimal market share, with taste and processing being barriers to adoption.
- Emerging consumer segments, particularly young, urban females, are reducing meat intake for health and sustainability reasons.
Conclusions:
- Despite established consumption patterns, Norwegian attitudes towards meat are diversifying.
- Health and sustainability are becoming significant factors influencing meat consumption choices.
- Targeted strategies may be needed to address the evolving preferences of meat-reducing consumer segments.
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