The popularity of meat substitutes is on the rise. While they once occupied a niche in organic and health food stores, wheat salamis, tofu-schnitzel, and soy mince are now available in every supermarket. Jeanette Klink Lehmann, a doctoral student at the Institute of Food and Resource Economics of the University of Bonn’s department of Prof. Dr. Monika Harmann, says that she wanted to find out why consumers choose these substitutes.
Hartmann and Klink Lehmann, together with Nick Marcus, surveyed 441 German men and women for the analysis. The participants were asked to answer questions about their health and whether they believe humanity is headed for an ecological crisis. They also had to say how ethical they felt about animal husbandry in agriculture. Participants also gave their opinions on meat substitutes and their plans to eat them more often in the future.
Consumption is motivated by animal welfare, health and other aspects
Marcus says, “We have now looked at the statistical relationships between these responses based upon an extension of a recognised behavioral model.” The researchers discovered a surprising result: a greater concern for the environmental environment was not associated to a higher rating for meat substitutes nor with a greater intent to buy them. Marcus explains, “We had hoped that ecological aspects would also play an important role in the intention of eating meat alternatives.” “However, this has not been confirmed.”
Researchers can only speculate on the causes of the discrepancy in participants’ environmental concerns and their behavior intention. The survey data, for example, dates back to 2017, a time when “Fridays for Future” was not yet a movement. Klink-Lehmann says that since then, the environmental issue has been much more prominently on the agenda. “This has led to a greater awareness of the potential environmental consequences of meat consumption today than five years ago.
Respondents viewed animal welfare as a significant factor in their consumption decisions. People who view factory farms critically have a greater appreciation for veggie burgers and sausages made of plant-based meats. This attitude is a good indicator of future willingness to use these substitutes. A higher level of health consciousness is associated also with a greater willingness for meat substitutes to be consumed. The attitudes of friends, family members, and other close relatives can also have a significant impact on this decision.
Targeted marketing to the advantages
Hartmann, Klink-Lehmann, and Marcus recommend that there be better communication about the environmental benefits of meat alternatives. The industry must also ensure that its products are made in a healthy and balanced manner. If animal-based foods like eggs are used in meat replacements, they should be from farms that practice good animal husbandry. Klink-Lehmann states that animal welfare and health are of paramount importance to consumers. “So manufacturers would do well take these aspects into consideration and market their products accordingly.”
Reference: Marcus N, Klink–Lehmann, J, Hartmann M. Investigating factors that determine German consumers intention to eat other meat alternatives. Food Qual Pref. 2022;100:104610. doi:10.1016/j.foodqual.2022.104610
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