Barriers and facilitators towards adopting a more plant-based diet in a sample of Danish consumers

Changing Our Food Habits One Bite at a Time: Exploring Young Flexitarians in a Country with a High Meat Intake

Flexitarian diets have gained attention for their potential positive impact on human health and greenhouse gas emissions reduction. However, a critical question remains: Can the segment of flexitarians significantly contribute to necessary changes in our current unsustainable food systems? Our study addresses this gap by examining meat consumption habits among young adults (n = 1023) in a country with traditionally high meat intake. Furthermore, we focus on a subset of flexitarians (n = 286). Our findings reveal two distinct groups of flexitarians: ethical (n1 = 140) and utilitarian (n2 = 148). Utilitarian flexitarians exhibit a stronger preference for meat (t(284)= -15.180, p < 0.001), greater food neophobia (t(284) = -4.785, p < 0.001), and lower environmental awareness (t(284) = 7.486, p < 0.001) compared to Ethical flexitarians. The Ethical group, predominantly female (χ2(1) = 13.366, p < 0.001), demonstrates higher life satisfaction (t(284) = 5.485, p < 0.001), better health perceptions (t(284) = 5.127, p < 0.001), and stronger beliefs in reducing meat consumption (t(284) = -8.968, p < 0.001). Additionally, Ethical flexitarians hold more positive views on plant-based meat, perceiving it as healthier (t(284) = 4.326, p < 0.001) and more ethical (t(284) = 4.942, p < 0.001), and show a greater willingness to adopt it (t(284) = 7.623, p < 0.001). While both groups possess similar knowledge and willingness regarding cultured meat and insects, Ethical flexitarians view cultured meat more favourably (t(250.976) = 2.964, p = 0.003). Our study provides insights into the evolving trends of flexitarianism within Central and Eastern European countries, where research on meat consumption and flexitarianism is scarce. These insights hold value for promoting behaviour change toward reduced meat consumption for both health and environmental reasons. Additionally, they offer guidance to the food industry, including producers, sellers, and providers of meals in educational and employment facilities.

The Satiating Effect of Extruded Plant Protein Compared with Native Plant and Meat Protein in a Ragú "Bolognaise" Meal: A Randomized Cross-Over Study

Protein increases satiety by, among other things, increasing the content of certain amino acids in the blood. Plant proteins generally have a lower digestibility than meat proteins. The digestibility increases after extrusion; thereby, extrusion potentially also increases the satiating effect. We investigated subjective appetite and ad libitum energy intake (adlib_EI) following ragú "bolognaise" meals with three different protein sources. We hypothesized that the satiating effect of texturized vegetable proteins (TVP) was comparable to that of animal protein (Meat) and that TVPs would have a stronger satiating effect than non-texturized legume proteins (Green). Test meals were theoretically designed to be similar in weight, energy (kJ), macronutrients and fiber. The in vitro protein digestibility (IVPD) and the amino acid composition were analyzed. A randomized, single-blinded, three-way, cross-over study including 25 healthy men was carried out. There were no significant differences between the three meals in terms of subjective appetite. The adlib_EI was significantly lower after the TVP meal (758 kJ) than after the Meat meal (957 kJ), with the Green meal in between (903 kJ). The IVPD was significantly higher in the Meat meal (30.72%) than in the Green meal (20.17%), with the TVP meal in between (21.05%). In conclusion, the TVP meal had a higher long-term satiating effect than a similar meal with meat.

Perceptions of three diets varying in animal- and plant-based protein contents: Analysis of participant experience diaries

The market for new plant protein-based meat substitutes is expanding, although their consumption remains limited compared to animal-based protein sources. Further research is necessary to comprehend the perceptions of diets in which animal-based protein sources are partially replaced with plant proteins. This qualitative study is part of an intervention trial, during which participants adhered to one of the three intervention diets for 12 weeks: the ANIMAL diet (70% animal-based protein/30% plant-based protein), the 50/50 diet (50% animal/50% plant) or the PLANT diet (30% animal/70% plant). The dataset comprises 79 experience diaries from healthy participants aged 23 to 69. The study investigated perceptions of intervention diets, the meat protein (MPPs) and the plant protein products (PPPs) included in the intervention and self-reported changes in perceptions during the intervention period. These perceptions were categorized into eight themes: body-related experiences, practicalities and everyday life, sensory properties, social situations and special occasions, familiarity and novelty, health, ethical aspects, and non-specific liking. Across the diets, body-related experiences were the most frequently mentioned theme. The ANIMAL diet received more negative than positive comments. In contrast, comments on the 50/50 diet were relatively balanced between positive and negative, and the PLANT diet received more positive comments than negative ones. The PPPs were commented on in a positive way more often than the MPPs were. With consistent exposure, participants reported more positive than negative changes in perceptions. However, there is still room for improvement in enhancing the sensory quality and ease of food preparation of PPPs.

Evaluation of the trade-off between variety, processing, and low-GI claim in ready-to-eat rice

An increasing number of consumers demand healthier, more convenient, and sustainable food products, including rice, a staple worldwide. Food manufacturers have responded to this trend by considering food's intrinsic and extrinsic aspects. This study evaluated the importance of variety, processing, and claims on willingness to try ready-to-eat rice (RTE-rice). It also analyses the influence of consumer attitudes on the importance of attributes and willingness to try. The results showed that processing significantly influenced willingness to try RTE-rice, revealing consumers' greater preference for whole grain than milled rice with added bran. Claims had the least relevant importance. However, low glycaemic index had a positive impact, indicating its potential to influence consumer purchasing attitudes and promote healthier rice consumption. Additionally, three groups were created based on attitudinal factors. Naturalness-oriented and convenience-oriented groups were more likely to try RTE-rice. However, the reasons that motivate them may be different; this latter could be the ease of the service offered, while for the group focused on naturalness, they may have perceived through the ingredients and claimed that the product, despite being convenient, can bring benefits, thus perceiving them as natural.

Gen Z's Willingness to Adopt Plant-Based Diets: Empirical Evidence from Greece, India, and the UK

Comprising the largest population cohort on this planet, Gen Z presents a future-oriented consumer segment driven by climate change and food. This study sought to investigate Gen Z's perceptions toward plant-based foods and diets and explore the relationship that attitude components, meal preparation involvement, personal and lifestyle factors, and perceived barriers in adopting a plant-based diet have with willingness to adopt green-eating practices. Using cross-sectional data from university students in Greece, India, and the UK, various tools were employed to determine the factors influencing youths' consumer behavior toward animal-protein substitutes. PCA indicated the underlying dimensions of students' viewpoints on plant-based foods, whereas hierarchical and k-means clustering provided the cluster structure. An ordered probit model was estimated to delineate Gen Z's willingness to adopt plant-based diets and distinguish among mostly unwilling, somewhat willing, and mostly willing youths. Our findings identified two consumer segments, namely proponents and opponents of plant-based foods and diets, with statistically significant differences in the perceived health benefits of plant-based diets, attachment to animal-based proteins, perceived exclusion of animal-based foods, dissatisfaction with plant-based foods' attributes, and demand for ensuring adequate protein intake. The ordered probit model estimates showed that there is a "homogeneity" in the factors influencing youths' intention to adopt plant-based diets, with attitude components, meal preparation indicators, perceived barriers to eating "green", and personal factors, such as self-assessed knowledge of healthy eating and physical activity, being strongly associated with students' willingness to switch to plant-based diets in all three countries. Mapping potential obstacles and enablers in terms of shifting to more green-eating behaviors, our findings could add information to better understand the factors affecting food choice and youths' transition to a more sustainable lifestyle.

Industrially Produced Plant-Based Food Products: Nutritional Value and Degree of Processing

The plant-based food market is rapidly growing, offering innovative options to meet consumer expectations. However, a comprehensive analysis of the nutritional quality of these foods is lacking. We aimed to characterize industrial plant-based food products' nutritional value and degree of processing. A cross-sectional study was conducted on two market-leading Portuguese food retail chains by assessing the nutritional composition of all the available pre-packaged plant-based food products (n = 407). These products were categorized into meal alternatives, dairy alternatives, and other products containing dairy/meat alternative ingredients including ready meals and desserts. The products' nutritional quality was assessed according to the cut-offs established by the Portuguese Directorate General of Health [DGS] on total fat, saturated fat, sugar, and salt, and considering the degree of processing using NOVA classification. One-tenth of the products were classified as having a high total fat, saturated fat, sugars, or salt content. In some sub-categories, half of foods were classified as high in saturated fat, and over two-thirds were considered high salt products. Less than one-third exhibit a good nutritional profile based on the national cut-offs. A total of 84.3% of plant-based food products were ultra-processed. These findings emphasize the need to improve the nutritional profile of plant-based options.

What Is Quality Food? The Opinion of Key of the Brazilian Food System

The aim of the study was to explore the concept of quality food in the opinion of key informants of the food system. This qualitative research included 208 key informants related to the food supply for Brazilian public food services. The participants were grouped into three groups according to their participation in the food system: 1. Food production; 2. Management and marketing; 3. Meal's production process. Key informants answered the following question: "In your opinion, what is quality food?". The answers were analysed through qualitative content analysis. The data analysis resulted in 52 codes grouped into eight categories, expressing the opinion of the study participants about what quality food is: nutritional, sustainable, sensory, hygienic-sanitary, care, regulatory, dependability and symbolic. Nutritional and sustainable dimensions were predominantly considered. The activities carried out in the food system seem to influence the opinion on food quality. The groups linked to food production put more emphasis on the sustainable dimension, followed by the nutritional dimension, while the groups linked to management and marketing and to the meals production process put more emphasis on the nutritional and sensory dimensions. These differences may indicate a difficulty in the transition towards a more sustainable and healthy food system.

Sensory characteristics of plant-based milk alternatives: Product characterisation by consumers and drivers of liking

Like other plant-based (PB) product categories, PB milk alternatives (PBMA) are in ascendency as part of the green consumer transition and a greater focus on personal health. However, consumption remains far below that for cow's milk, and among multiple barriers to uptake, inferior sensory properties is one problem, nutritional inadequacies another. While exceptions exist in both instances, a general need for improved products remains. The present research is situated in this nexus, and its primary aim was to contribute new consumer-centric insight regarding the sensory drivers of liking/disliking in the PBMA category. This was achieved through a central location study with adult New Zealanders (n = 143, not regular PBMA consumers) who tasted 18 different PBMA samples spanning a broad range of PB ingredients (soy, oat, coconut, almond, rice, cashew, peanut, macadamia, lentil, hemp, sesame) in different product types (single PB source, blends, barista style) with varying nutritional profiles. The most liked sample (6.5/9), which was made from soy, had the nutritional profile that most approximated cow's milk (3 g/100 mL protein), as well as a milky appearance and taste. Its mouthfeel was smooth, and this sensory characteristic was also paramount for barista-style PBMAs being well-liked (>5.9/9) regardless of their constituent PB ingredient (oat, almond, coconut). Opportunities for product innovation within this type of PBMA was identified including for using barista-style beyond hot beverages, as these samples received positive liking scores on average. The same applied to blends as multiple-source PBMAs can facilitate improved nutritional composition, and significant scope seemed to exist to identify more liked vs less liked PB ingredient combinations (e.g., almond/rice vs coconut/sesame). By identifying, through penalty/lift analysis that positive sensory drivers of PBMA liking span all sensory modalities (appearance, taste, flavour, texture and mouthfeel), it becomes easier to appreciate that products in this category are complex and challenging to optimise. A second minor research aim was focused on the modulating influence of PBMA consumption frequency on product liking and the sensory drivers of liking. The key result was a positive association between liking and higher consumption frequency, and greater appreciation of sweet, coconut, nutty and cereal/oaty characteristics of PBMAs.

Sensory Evaluation of Plant-Based Meat: Bridging the Gap with Animal Meat, Challenges and Future Prospects

Globally, the demand for plant-based meat is increasing rapidly as these products are becoming quite popular among vegans and vegetarians. However, its development is still in the early stage and faces various technological challenges; the imitation of the sensory profile of meat is the most challenging part as these products are meant to be an alternative to animal meat. The development of a product similar to meat requires accurate selection of ingredients and processing techniques. An understanding of the relevant sensory profile can help in constructing products and technologies that are consumer-centric and sustainable. In this review, we focus on the comparative differences in the sensory profiles of animal meat and plant-based meat alternatives, particularly regarding the color, texture, and flavor, along with the methods used to compare them. This paper also explains the sensory evaluation and how it affects consumer preference and acceptability. Additionally, a direction for further research on developing better plant-based meat products is suggested.

Legumes: A Vehicle for Transition to Sustainability

Legumes are an excellent source of protein and have been used in the human diet for centuries. Consumption of legumes has been linked to several health benefits, including a lower risk of cardiovascular diseases, type 2 diabetes mellitus, and certain types of cancer, while legumes' high fiber content promotes digestive health. Aside from the positive health benefits, one of the most significant advantages of legumes is the low environmental footprint of their cultivation. They can be grown in a variety of climates and soil types, and they require less water and fertilizer than other crops, making them a sustainable option for farmers. Thanks to their nutritional and physicochemical properties, they are widely used by the food industry since the growing popularity of plant-based diets and the increasing demand for alternatives to meat offers the opportunity to develop legume-based meat substitutes. As the use of legumes as a source of protein becomes widespread, new market opportunities could be created for farmers and food industries, while the reduction in healthcare costs could have a potential economic impact. Achieving widespread adoption of legumes as a sustainable source of protein requires coordinated efforts by individuals, governments, and the private sector. The objective of this narrative review is to present the benefits coming from legume consumption in terms of health and environmental sustainability, and underline the importance of promoting their inclusion in the daily dietary pattern as well as their use as functional ingredients and plant-based alternatives to animal products.

Meat-Free Mondays in Hospital Cafés in Aotearoa, New Zealand

Current human meat consumption levels contribute to environmental degradation and are a risk factor for non-communicable diseases. Globally, meat-reduction policy interventions are limited. Meat-Free Mondays (MFMs) is a global campaign to reduce meat consumption to improve planetary and human health. We conducted a mixed methods evaluation of MFMs at three District Health Boards (DHBs) (one not considering a MFM policy, one that had trialled MFMs and one implementing MFMs) to investigate attitudes towards MFMs and barriers and enablers to implementation. An online staff survey and eleven semi-structured interviews with food service managers, café managers and sustainability managers were conducted. Of the 194 survey participants, 51% were actively cutting back on meat, mainly for health, environmental concerns and enjoyment of plant-based dishes, and 59% were positive towards MFMs. Qualitative analysis using a general inductive approach identified four themes: (1) 'Change and choice' (impact on personal choice), (2) 'Getting it right' (product and price, food quality, health, customer retention and sales), (3) 'Human and planetary health' (hospitals as leaders in healthy, sustainable diets), (4) 'Implementation success' (communication and education). Recommendations for implementation of MFMs included seeking feedback from other DHBs, wide consultation with food service staff, cultural and dietitian food service support and providing evidence of the success of MFMs and alternatives to MFMs.

Forty-five years of research on vegetarianism and veganism: A systematic and comprehensive literature review of quantitative studies

Meat production and consumption are sources of animal cruelty, responsible for several environmental problems and human health diseases, and contribute to social inequality. Vegetarianism and veganism (VEG) are two alternatives that align with calls for a transition to more ethical, sustainable, and healthier lifestyles. Following the PRISMA guidelines, we conducted a systematic literature review of 307 quantitative studies on VEG (from 1978 to 2023), collected from the Web of Science in the categories of psychology, behavioral science, social science, and consumer behavior. For a holistic view of the literature and to capture its multiple angles, we articulated our objectives by responding to the variables of "WHEN," "WHERE," "WHO," "WHAT," "WHY," "WHICH," and "HOW" (6W1H) regarding the VEG research. Our review highlighted that quantitative research on VEG has experienced exponential growth with an unbalanced geographical focus, accompanied by an increasing richness but also great complexity in the understating of the VEG phenomenon. The systematic literature review found different approaches from which the authors studied VEG while identifying methodological limitations. Additionally, our research provided a systematic view of factors studied on VEG and the variables associated with VEG-related behavior change. Accordingly, this study contributes to the literature in the field of VEG by mapping the most recent trends and gaps in research, clarifying existing findings, and suggesting directions for future research.

Hedonic plasticity of vegan burger patty in implicit or explicit reference frame conditions

BACKGROUND

The vegan food market is one of the fastest growing markets worldwide for ethical, environmental, and health reasons. However, vegan food is still relatively unfamiliar to Korean consumers. Their liking for vegan burger patties is in the early phase of development; thus, it is necessary to place the patties in an appropriate context or 'frame'.

RESULTS

We investigated consumer (n = 269) liking for vegan patty under different frame conditions. The implicit frame condition was manipulated by evaluating a target sample along with four other vegan or meat samples. Consumers were further divided into two explicit groups that were exposed to or not exposed to a video clip on ethical food consumption before evaluating the samples. A control group evaluated the target sample only. The results showed that the implicit frame formed during the sample evaluation had a stronger influence than the explicit frame created by the video clip. Perceived familiarity with the target vegan patty drastically decreased when evaluated with other meat samples and negatively influenced the liking for it.

CONCLUSION

The findings show that the type of samples evaluated sequentially together with the target vegan burger patty within the same session had a greater effect on the target sample than the information provided explicitly. To introduce the target vegan burger patty effectively to consumers who are relatively new to the vegan food product category such as Koreans, it is suggested that the product should be positioned under the category of vegan foods rather than the category of conventional burger patties. © 2022 Society of Chemical Industry.

Hybrid Sausages: Modelling the Effect of Partial Meat Replacement with Broccoli, Upcycled Brewer's Spent Grain and Insect Flours

The social, environmental and health concerns associated with the massive consumption of meat products has resulted in calls for a reduction in meat consumption. A simplex lattice design was used for studying the effect of combining broccoli, upcycled brewer’s spent grain (BSG) and insect flours from Tenebrio molitor (IF) as alternative sources of protein and micronutrients, in hybrid sausages formulation. The techno-functional properties of the ingredients and the nutritional and textural properties of nine hybrid sausages were analysed. The effect of adding these ingredients (constituting 35% of a turkey-based sausage) on protein, fat, fibre, iron and zinc content, and textural properties (Texture Profile Analysis (TPA) and Warner−Bratzler parameters) were modelled employing linear regression (0.72 < R2 < 1). The “desirability” function was used for multi-response optimisation of the samples for the highest protein content, optimum chewiness and a* value (closeness to red). The analysis of sensory data for the three optimised samples showed no significant differences in juiciness and odour between the hybrid meat sausage with 22% broccoli, 3% BSG, and 10% IF and the commercial Bratwurst sausage elaborated exclusively with animal protein. Colour, appearance, chewiness and pastiness were rated higher than for the reference. The instrumental chewiness highly correlated with sensorial chewiness (R2 = 0.98). Thus, a strategy introducing less refined and more sustainable sources of protein and micronutrients was successfully employed to model and statistically optimise a meat product formulation with reduced animal protein content.

The Influence of Framing Plant-Based Products in Terms of Their Health vs. Environmental Benefits: Interactions with Individual Wellbeing

Significant reductions in the consumption of meat and dairy products are required to limit environmental damage and meet climate targets. However, individuals choosing to adopt plant-based diets still form a minority. Whilst different types of message framings have been suggested to be a potential means of encouraging the uptake of plant-based diets, recent findings have often failed to document any differences in people's willingness to reduce their consumption of animal products based on whether messages emphasize the health or environmental benefits of plant-based diets. This research examined whether individual wellbeing might interact with health versus environmental message frames to determine people's liking and willingness to pay for plant-based products. Across two experiments with a university (Study 1) and a non-student, adult sample (Study 2), participants were exposed to different hypothetical labels for plant-based foods and asked to rate their liking and willingness to pay for each. In line with existing findings, results demonstrated a trend whereby showing health (versus environmental) information on food labels did not in itself influence participants perceptions of the food products. Higher levels of positive wellbeing were associated with greater liking and willingness to pay for the plant-based foods (B values ranging from 0.04 to 0.45). Further, there was an interaction effect whereby levels of negative affect were differentially linked to liking and willingness to pay across the health and environmental framing conditions (B values ranging from 0.03 to 0.38). In particular, negative affect appears to have a greater negative impact on the product liking and willingness to pay when environmental label framings are used. This effect was most pronounced for the product liking dependent variable (B = -0.29 in the environmental framing condition). This research therefore extends understandings of the more specific instances in which message framings can impact perceptions of plant-based foods. The implications of the findings for understanding how best to promote uptake of plant-based diets are discussed.

Towards Environmentally Sustainable Diets: Consumer Attitudes and Purchase Intentions for Plant-Based Meat Alternatives in Taiwan

With increasing concerns over environmental and animal protection, along with consumers' preoccupation with health and wellness, the concept of a green diet is gaining popularity. This is leading to a new trend in the food culture of plant-based meat. Employing the extended model of goal-directed behavior (EMGB), this study examines the factors influencing the intentions of young consumers to consume plant-based meat. In particular, this study incorporates two vital constructs in food consumption, namely environmental concern and sensory appeal, into the model of goal-directed behavior (MGB) framework. Data were collected from closed questionnaires: a total of 537 questionnaire responses were gathered in Taiwan. The analysis was performed using the SPSS 25.0 for Windows and AMOS 24.0 for Windows. The results reveal that the EMGB included a satisfactory level of ability in predicting participants' intentions to consume plant-based meat and was superior to the original MGB. Furthermore, the two incorporated constructs were significant variables influencing consumers' decision formation. In addition, the attitude, subjective norm, perceived behavioral control, and positive anticipated emotion influenced consumer desire, which, in turn, influenced behavioral intentions.

A taste of things to come: Effect of temporal order of information and product experience on evaluation of healthy and sustainable plant-based products

Current patterns of meat consumption are considered unsustainable. Plant-based products are presented as a solution. However, while some plant-based products thrive, others do not make the cut due to the information “framing” effect issues related to the way information is presented to the consumers. Information on the nutrition and health properties of food products are usually made available at the point of purchase, but their effect on consumer product evaluation and subsequent purchase intent can also occur later, during or after consumption. This research demonstrates that the effect of nutrition information on product evaluation and purchase intention depends on when such information is made available–before first tasting or after first tasting–and that the information interacts with the taste experience in its effect on product evaluation and subsequent purchase intent. Using three plant-based products as an example, we conducted a cross-cultural experimental sensory evaluation with temporal order of information as the main between-subject experimental condition (informed before taste vs. informed after taste vs. control condition), and product experience phase (expectation vs. experience vs. post-experience phase) and information content as within-subject conditions. Information content had two levels: lower vs. higher share of oat protein in the product (i.e., source of protein vs. high in protein). The results indicate that information generally increases consumers’ purchase intentions with information before tasting having a higher weight when compared to the condition when information was presented after tasting. Presenting the information before tasting also mitigates a drop in the evaluation of taste after tasting, observed in the two other conditions. Further, taste acts as a healthiness cue, but the direction of the inference depends on the availability of health-related information: tasting in the informed condition increased the healthiness perception, whereas tasting in the uninformed condition had the opposite effect. Giving the information before the first tasting also increased the weight of healthiness as compared to taste in the formation of purchase intentions. These findings contribute to a better understanding of the effect of temporal order of information and product tasting have on the consumers’ product evaluations of plant-based products from theoretical and managerial perspectives.

Relevant characteristics of food products based on alternative proteins according to European consumers

BACKGROUND

The objective of this study was to evaluate the importance attributed by consumers in Denmark (DK), Germany (DE) and Spain (ES) and across dietary lifestyles to the characteristics of different types of foods based on alternative proteins. Data were collected through a web-based survey (15 November to 16 December 2019). A total of 872 completed questionnaires from DK (n = 258), DE (n = 296) and ES (n = 318) were obtained.

RESULTS

Four segments according to frequency of animal- and plant-based food consumption were identified: (i) no animal, high plant; (ii) low animal, high plant; (iii) moderate animal and plant; and (iv) high animal, moderate plant. Across all segments, foods based on legumes/pulses as well as plant-based spreads and products that do not resemble meat in taste and texture were of interest. Segment 4 was more in favour of 'health' as an important factor in new food products, whereas segment 1 was more likely to consider 'animal friendly', 'minimally processed', 'environmentally friendly' and 'produced with minimum CO₂ emissions' as key aspects. Furthermore, familiarity was of minor importance across the segments. This could indicate an opening for new, innovative plant-based alternatives that have their own identity.

CONCLUSION

An overall interest exists towards innovative food products based on plant protein, specifically legumes/pulses, among consumers in the three countries and across different dietary lifestyles. © 2021 Society of Chemical Industry.

Exploring young Australians' understanding of sustainable and healthy diets: a qualitative study

OBJECTIVE

This qualitative study aimed to explore young Australians' perspectives, motivators and current practices in achieving a sustainable and healthy diet.

DESIGN

Semi-structured online interviews were conducted with young Australians. Interviews were audio-recorded using the online Zoom platform, transcribed and analysed using a deductive analysis method by applying the Theoretical Domains Framework and inductive thematic data analysis.

SETTING

Young Australians recruited via social media platforms, noticeboard announcements and flyers.

SUBJECTS

Twenty-two Australians aged 18 to 25 years.

RESULTS

The majority of participants were aware of some aspects of a sustainable and healthy diet and indicated the need to reduce meat intake, increase intake of plant-based foods, reduce food wastage and packaging and reduce food miles. Young adults were motivated to adopt more sustainable dietary practices but reported that individual and environmental factors such as low food literacy, limited food preparation and cooking skills, lack of availability and accessibility of environmentally friendly food options and costs associated with sustainable and healthy diets hindered their ability to do so.

CONCLUSIONS

Given the barriers faced by many of our participants, there is a need for interventions aimed at improving food literacy and food preparation and cooking skills as well as those that create food environments that make it easy to select sustainable and healthy diets. Future research is needed for longitudinal larger scale quantitative studies to confirm our qualitative findings. In addition, the development and evaluation of individual and micro-environmental-based interventions promote sustainable and healthy diets more comprehensively.

Perspective: Soy-based Meat and Dairy Alternatives, Despite Classification as Ultra-processed Foods, Deliver High-quality Nutrition on Par with Unprocessed or Minimally Processed Animal-based Counterparts

In many non-Asian countries, soy is consumed via soy-based meat and dairy alternatives, in addition to the traditional Asian soyfoods, such as tofu and miso. Meat alternatives are typically made using concentrated sources of soy protein, such as soy protein isolate (SPI) and soy protein concentrate (SPC). Therefore, these products are classified as ultra-processed foods (UPFs; group 4) according to NOVA, an increasingly widely used food-classification system that classifies all foods into 1 of 4 groups according to the processing they undergo. Furthermore, most soymilks, even those made from whole soybeans, are also classified as UPFs because of the addition of sugars and emulsifiers. Increasingly, recommendations are being made to restrict the consumption of UPFs because their intake is associated with a variety of adverse health outcomes. Critics of UPFs argue these foods are unhealthful for a wide assortment of reasons. Explanations for the proposed adverse effects of UPFs include their high energy density, high glycemic index (GI), hyper-palatability, and low satiety potential. Claims have also been made that UPFs are not sustainably produced. However, this perspective argues that none of the criticisms of UPFs apply to soy-based meat and dairy alternatives when compared with their animal-based counterparts, beef and cow milk, which are classified as unprocessed or minimally processed foods (group 1). Classifying soy-based meat and dairy alternatives as UPFs may hinder their public acceptance, which could detrimentally affect personal and planetary health. In conclusion, the NOVA classification system is simplistic and does not adequately evaluate the nutritional attributes of meat and dairy alternatives based on soy.

Perspective: Soybeans Can Help Address the Caloric and Protein Needs of a Growing Global Population

Feeding a growing global population with projected rising socioeconomic status will require additional sources of calories and especially protein. These sources need to align with the Sustainable Development Goals established by the Food and Agriculture Organization of the United Nations. The soybean is uniquely positioned to meet this challenge based on the following criteria: (1) Global soybean production exceeds by ~4 times the production of all pulses combined (2) Soybeans are higher in protein than other legumes and soy protein quality is similar to animal protein quality (3) Soybeans are an excellent source of healthy fat, including both essential fatty acids (4) Soybeans, like other legumes, symbiotically fix atmospheric nitrogen thereby reducing the need for fertilizer inputs (5) Greenhouse gas emissions per unit protein are lower than for nearly all other foods (6) Soybeans, like other legumes, are also recognized as an affordable food that can be incorporated into diverse diets regardless of economic standing and (7) The range of foods produced from soybeans constitutes an important position in historic and contemporary cuisines, cultures and emerging consumer trends for plant-based protein. Although most soybeans are currently used for animal feed, soybean use is dictated by consumer demand. Therefore, soybeans are well positioned to meet future global needs for energy and protein. Armed with this knowledge, health professionals can feel justified in encouraging greater consumption of soyfoods for both personal and planetary reasons.

Rationalisation of meat consumption in New Zealand adolescents

OBJECTIVE

This study aimed to describe meat consumption rationalisation and relationships with meat consumption patterns and food choice motivations in New Zealand adolescents.

DESIGN

This was a cross-sectional study of adolescents from high schools across New Zealand. Demographics, dietary habits, and motivations and attitudes towards food were assessed by online questionnaire and anthropometric measurements taken by researchers. The 4Ns questionnaire assessed meat consumption rationalisation with four subscales: 'Nice', 'Normal', 'Necessary' and 'Natural'.

SETTING

Nineteen secondary schools from eight regions in New Zealand, with some purposive sampling of adolescent vegetarians in Otago, New Zealand.

PARTICIPANTS

Questionnaires were completed by 385 non-vegetarian and vegetarian (self-identified) adolescents.

RESULTS

A majority of non-vegetarian adolescents agreed that consuming meat was 'nice' (65 %), but fewer agreed that meat consumption was 'necessary' (51 %). Males agreed more strongly than females with all 4N subscales. High meat consumers were more likely to agree than to disagree that meat consumption was nice, normal, necessary and natural, and vegetarians tended to disagree with all rationalisations. Adolescent non-vegetarians whose food choice was motivated more by convenience, sensory appeal, price and familiarity tended to agree more with all 4N subscales, whereas adolescents motivated by animal welfare and environmental concerns were less likely to agree.

CONCLUSIONS

To promote a reduction in meat consumption in adolescents, approaches will need to overcome beliefs that meat consumption is nice, normal, necessary and natural.

Placing a Well-Designed Vegan Diet for Slovenes

Interest in vegan diets has increased globally as well as in Slovenia. The quantity of new scientific data requires a thorough synthesis of new findings and considerations about the current reserved position of the vegan diet in Slovenia. There is frequently confusion about the benefits of vegetarian diets that are often uncritically passed on to vegan diets and vice versa. This narrative review aims to serve as a framework for a well-designed vegan diet. We present advice on how to maximize the benefits and minimize the risks associated with the vegan diet and lifestyle. We highlight the proper terminology, present the health effects of a vegan diet and emphasize the nutrients of concern. In addition, we provide guidance for implementing a well-designed vegan diet in daily life. We conducted a PubMed search, up to November 2021, for studies on key nutrients (proteins, vitamin B12, vitamin D, omega-3 long chain polyunsaturated fatty acids (eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA)), calcium, iron, zinc, iodine and selenium) in vegan diets. Given the limited amount of scientific evidence, we focus primarily on the general adult population. A well-designed vegan diet that includes a wide variety of plant foods and supplementation of vitamin B12, vitamin D in the winter months and potentially EPA/DHA is safe and nutritionally adequate. It has the potential to maintain and/or to improve health. For physically active adult populations, athletes or individuals with fast-paced lifestyles, there is room for further appropriate supplementation of a conventional vegan diet according to individuals' health status, needs and goals without compromising their health. A healthy vegan lifestyle, as included in government guidelines for a healthy lifestyle, includes regular physical activity, avoidance of smoking, restriction of alcohol and appropriate sleep hygiene.

The Evolution of Urban Australian Meat-Eating Practices

This qualitative study used social practice theory to explore how meat-eating practices are changing in contemporary urban Australia, drawing on a sample of Sydney residents aged 23–45 years. The research used an iterative study design and an inductive analysis approach. Semi-structured face-to-face in-depth interviews were the main mode of data collection, supplemented by observations in places such as markets and local neighborhoods. Research participants explained that the role of meat in their diet has changed in response to shifting conventions and social infrastructures. They have reduced consumption of red meat in favor of meats considered healthier or more ethical. Key factors driving the change include exposure to alternative eating practices brought about through changes in political policy and the advent of globalization. Changing discourses of masculinity and the move toward embracing more fluid representations of gender have, in turn, changed meanings in relation to the meat-eating man and a meat-heavy diet. Rising environmental and health consciousness, and concerns for animal welfare have also contributed to dietary changes. While several participants claimed to have increased their consumption of plant-based foods, meat still continues to maintain a significant presence within their diets. Many participants expressed interest in cutting back further on meat consumption and adopting more plant-based foods but they also identified several challenges—e.g., limited access to plant-based ingredients and recipes, negative meanings associated with vegetarian and vegan diets, and a lack of competence in relation to preparing and consuming appetizing meals using plant-based foods.

Consumer willingness to pay for plant-based foods produced using microbial applications to replace synthetic chemical inputs

Analysis of consumer preferences and willingness-to-pay (WTP) for sustainable foods produced using new agri-food technologies is required to enhance the uptake of innovations that accelerate the transition towards sustainable food systems. Consumers' willingness to buy new food products, with no or limited consumption experience, mainly depends on their food choice motivational orientations (promotion- vs prevention-orientation). The objective of this study was to elicit consumers' WTP for foods that are produced with microbial applications during the plant production phase with the aim to reduce the use of synthetic chemicals in crop farming, as well as to understand the associations of food choice motives, personal and socio-demographic factors with the WTP. We used contingent valuation to elicit consumers' WTP for three food products (wheat bread, consumer potatoes and tomato sauce) through online surveys. Data were collected from 291 consumers, primarily from Italy, Germany and the Netherlands. Descriptive statistics, latent variable modelling and logistic regression were used to analysis data. Results show that more than two-third of the respondents are willing to pay premiums of at least 0.11 euro per kg of food products for reductions in synthetic chemical use by at least 50% due to microbial applications. The amount of WTP increases with the level of reductions in synthetic chemical use. The majority of the respondents are promotion-oriented consumers in relation to their food involvement, and are more likely to pay premiums for the sustainably produced food products. Environmentally concerned consumers are also more likely to pay premiums, whereas health concerned consumers are not. This study contributes to understanding of consumers' attitude and perceived health risks towards foods obtained using microbial applications, and the heterogeneity of their preferences. Results provide insights for identifying potential buyers of foods produced using microbial applications, and to set prices according to the levels of consumers' WTP.

Adolescent's Willingness to Adopt a More Plant-Based Diet: A Theory-Based Interview Study

A plant-based diet is more sustainable, and research suggests that adolescents obtain health benefits from adopting a more plant-based diet (e.g., improved weight control, increased cardiovascular health). However, it is still unclear what factors promote/hinder their intention to attain such a dietary habit. The aim of the present study was to examine factors affecting adolescents' willingness to consume more plant-based foods. In a theory-based interview study, using the Reasoned Action Approach as framework, adolescents were interviewed concerning their reasons for their (un)willingness to adopt a more plant-based diet. A total of 11 adolescents (15/16 years old; 7 girls, 4 boys) were recruited and interviewed at two secondary schools in the Dutch Province of Limburg, the Netherlands. None of the interviewees reported being vegan/vegetarian/flexitarian. The interviewed adolescents overall expressed little interest in adopting a more plant-based diet. They appeared to have little knowledge of what would comprise a more plant-based diet and showed a lack of awareness of the benefits for personal and planet health. Further, most participants indicated lacking skills to prepare plant-based meals. Despite that, they felt confident they would be able to consume a much more plant-based diet for a definite period. Most importantly, the low intention to consume more plant-based food options was explained by the perceived (or expected) poor taste of these foods. We conclude that education on the plant-based diet (i.e., increasing awareness of the benefits, and skills to procure or prepare a plant-based meal) might increase both knowledge and plant-based food familiarity. The latter being important as food familiarity is key in promoting its acceptance.

Acute effects of extruded pea fractions on glycemic response, insulin, appetite, and food intake in healthy young adults, results of a double-blind, randomized crossover trial

Benefits of pulse consumption on glycemic control are well established; however, research examining the effects of pulse fractions incorporated into extruded products is limited. In a randomized, repeated-measures crossover study, adults (n = 26) consumed cereals made with oat flour (control), oat flour and pea starch (starch), oat flour and pea protein (protein), oat flour, pea starch and pea protein (starch+protein), oat flour, pea fibre and pea protein (fibre+protein), and pea fibre, pea starch and pea protein (fibre+starch+protein). Blood glucose (BG) and insulin concentrations, and appetite incremental area under the curve (iAUC) were calculated before (0-120 min) and after (120-200 min) the ad libitum meal for measurement of food intake. Pre-meal, overall mean BG and iAUC were lower following the protein, starch+protein, protein+fibre, and the fibre+starch+protein cereals compared with the starch and control. For pre-meal overall mean insulin concentrations, fibre+protein led to a lower response compared with control, starch+protein, and protein cereals. Fibre+starch+protein also led to lower insulin compared with protein cereal. Pre-meal insulin iAUC was lower following fibre+protein compared with control and protein cereals. The inclusion of yellow pea protein and fibre in oat-based breakfast cereal reduces postprandial glycemia; however this effect is dependent on fraction type. ClinicalTrials.gov: NCT02366572. Novelty: Inclusion of pulse protein and fibre in oat flour-based breakfast cereal reduces postprandial glucose response. The glycemic benefits of whole pulses are at least somewhat retained in some pulse fractions.

Perceptions of Vegan Food among Organic Food Consumers Following Different Diets

This article identifies consumer segments for vegan food by analysing perceptions of vegan food among food organic consumers following different diets: vegans, vegetarians, former vegetarians, flexitarians, and omnivores. The analysis is based on responses to a quantitative consumer survey for which 503 participants were recruited from customers at German grocery stores by quota sampling according to diet and region. From the responses to an open-ended question eliciting the participants’ associations with vegan food, the analysis finds that vegans and vegetarians perceive vegan foods primarily as being beneficial for animal welfare, healthy, and environmentally friendly, while those who ate meat perceive vegan food primarily as containing no animal ingredients and as being healthy. The respondents’ varying assessments of the taste, diversity, and environmental benefits of vegan food were found to differ in relation to the various diets they followed, as did their assessments of how long the vegan trend is likely to last. A cluster analysis based on the consumers’ perceptions and attitudes revealed three consumer groups: “vegan fans”, “enjoyment sceptics”, and “originality-sceptics”. Scepticism about the originality of vegan food was found in all diet groups. These findings can help inform more effective targeting of consumer needs for vegan organic food.

Beyond "Meat Free Monday": A mixed method study of giving up eating meat

Increasing numbers of people are vegan, vegetarian, or reducing meat consumption. There has also been growth in campaigns such as Meat Free Monday (MFM) that encourage and support reduced meat consumption. We conducted a mixed-method exploration of the behaviour and beliefs associated with reducing or eliminating meat consumption. An online questionnaire was completed by an opportunistic sample of 655 people aged 18-82 who were registered on the MFM website, and were meat eaters at the time of registering. The key focus of quantitative analyses was comparisons between three groups: those who described themselves as "omnivores" who ate all meat at the time of completing the survey, those who ate only some meat, and those who had stopped eating meat since registering for MFM. The qualitative component entailed Interpretative Phenomenological Analysis of in-depth interviews with 18 people who had completed the questionnaire. The quantitative data revealed that people who had stopped eating meat since engaging with the MFM campaign had more positive attitudes toward being vegetarian or vegan, had been engaged with MFM for a longer time, and had used more elements of the MFM website. The qualitative data illustrated that individuals understood and appreciated MFM's aim of supporting people to make an initial change and then considering expanding on this. Interviewees highlighted the value and importance of campaign materials that helped them to turn their beliefs and motivation into enduring behaviour change. The observed associations between longer engagement with the campaign and greater behaviour change suggest that MFM and similar campaigns will maximise their impact if they can maintain people's active engagement: that this will necessitate deeper understanding of the forms of support and advice are most wanted and most effective.

Moving Consumers along the Innovation Adoption Curve: A New Approach to Accelerate the Shift toward a More Sustainable Diet

Unsustainable food production and consumption contribute to greenhouse gas emissions and global warming. Adopting a more plant-based diet has been identified as a necessary change toward a more sustainable food system. In response to the call for transdisciplinary research on the sustainability of food consumption, this exploratory study combined consumer science, nutrition and health, sustainability research, and innovation to develop a new approach that can accelerate the shift toward a more sustainable diet. Quantitative data on the eating habits and attitudes of 1785 consumers was combined with data on environmental impacts via a life cycle assessment for different consumer segments. We studied the sustainable dietary shift using the diffusion of innovation theory, as well as qualitative and quantitative approaches. We identified and characterized seven consumer segments and related habits and attitudes toward an increase in plant-based foods and meat reduction. The nutritional quality and the environmental footprint of the segments’ dinners showed large differences. The results indicate that moving consumers along the innovation adoption curve with targeted interventions can reduce the environmental footprint of people’s diets and improve dietary health. We also discussed the value of user-centric innovation tools for the translation of insights into interventions by working with personas.

Non-animal proteins as cutting-edge ingredients to reformulate animal-free foodstuffs: Present status and future perspectives

Consumer interest in protein rich diets is increasing, with more attention being paid to the protein source. Despite the occurrence of animal proteins in the human diet, non-animal proteins are gaining popularity around the world due to their health benefits, environmental sustainability, and ethical merit. These sources of protein qualify for vegan, vegetarian, and flexitarian diets. Non-animal proteins are versatile, derived mainly from cereals, vegetables, pulses, algae (seaweed and microalgae), fungi, and bacteria. This review's intent is to analyze the current and future direction of research and innovation in non-animal proteins, and to elucidate the extent (limitations and opportunities) of their applications in food and beverage industries. Prior knowledge provided relevant information on protein features (processing, structure, and techno-functionality) with particular focus on those derived from soy and wheat. In the current food landscape, beyond conventionally used plant sources, other plant proteins are gaining traction as alternative ingredients to formulate animal-free foodstuffs (e.g., meat alternatives, beverages, baked products, snack foods, and others). Microbial proteins derived from fungi and algae are also food ingredients of interest due to their high protein quantity and quality, however there is no commercial food application for bacterial protein yet. In the future, key points to consider are the importance of strain/variety selection, advances in extraction technologies, toxicity assessment, and how this source can be used to create food products for personalized nutrition.

Foods for Plant-Based Diets: Challenges and Innovations

Plant-based diets have become popular as a means of reducing the environmental footprint of the diet and promoting human health and animal welfare. Although the percentages of vegetarians and vegans are low compared to omnivores, their numbers have increased significantly in the last years. The use of non-animal food products other than meat alternatives is also increasing and this tendency constitutes an opportunity for the food industry. In this review, we present that plant-based meat and milk alternatives are consolidated but that there is a niche for egg, seafood alternatives, and new products which may not resemble any traditional animal food. However, not all animal food substitutes are sustainable and some of them are even ultra-processed. In addition, there are concerns on safety and labeling, and consumers demand clear information and regulation. The challenges in this field are connected with food design and technology, sensory science, nutrition, and dietetics. Moreover, adequate selection and combination of foods is important in order to achieve consumer acceptance while preventing nutritional deficiencies in those who choose this type of diet.

An Application of the Theory of Planned Behaviour to Predict Intention to Consume Plant-Based Yogurt Alternatives

This study attempts to predict plant-based yogurt consumers’ intention to consume plant-based yogurt alternatives in Denmark employing Ajzen’s theory of planned behaviour as a theoretical framework. An online survey was conducted among 265 consumers recruited through convenience (snowball) sampling. The results from structural equation modelling analysis show that attitude (β = 0.216, p < 0.001), perceived behavioural control (self-efficacy) (β = 0.229, p < 0.001) and perceived sensory attributes (β = 0.324, p < 0.001) positively and significantly influenced consumers’ intention to consume plant-based yogurt alternatives. However, subjective norms (β = 0.106, p = 0.087) and perceived barriers (β = −0.051, p = 0.414) did not influence consumers’ intention to consume plant-based yogurt alternatives. Further, objective knowledge showed no significant influence on attitudes (β = 0.077, p = 0.242) and intention (β = −0.029, p = 0.603) towards plant-based yogurt alternatives. The intention (β = 0.677, p < 0.001) to consume plant-based yogurt alternatives showed a strong positive correlation with the behaviour to consume plant-based yogurt alternatives. The results from logistic regression indicated that socio-demographic characteristics, gender, education, income and region of residence were significantly associated with consumption of plant-based yogurt alternatives. Thus, focusing on consumers’ attitudes and self-efficacy and improving the organoleptic characteristics might promote the consumption of plant-based yogurt alternatives in Denmark and similar countries.

A cross-sectional survey of the readiness of consumers to adopt an environmentally sustainable diet

BACKGROUND

The current food system is responsible for significant environmental damage therefore, encouraging consumers to adopt an environmentally sustainable diet is a key public health challenge. Dietary guidelines have been developed that outline recommendations for purchasing and consuming food in an environmentally sustainable manner, but they have not yet been incorporated in UK national dietary guidelines.

METHODS

Via an online survey of UK adults, we evaluated consumers' perceptions of the environmental benefit of various sustainable diet recommendations, their readiness to adopt these behaviours using the stage of change construct of the Transtheoretical Model, the factors that influenced their food choices, and their current consumption of plant- and animal-based sources of protein. Additionally, we investigated how demographic characteristics and food choice motives were associated with perceived environmental benefit of and readiness to adopt these sustainable diet recommendations.

RESULTS

The survey was completed by 442 participants (66% female, 80% aged 25-54 years, 85% with higher education). The majority of participants considered the recommendations to 'reduce consumption of air-freighted foods' (79%), 'reduce food waste' (75%), and 'buy locally grown produce' (78%) to have a high environmental benefit, whereas a smaller proportion of participants perceived 'prioritise plant-based proteins' (42%) and 'choose organic produce' (27%) to have a high environmental benefit. Differences in perceptions and readiness to adopt sustainable dietary behaviours were observed between demographic groups, with women significantly more likely than men to be in action/maintenance (A/M) stages of change for prioritising plant proteins (OR 0.54), and younger participants more likely to be in pre-contemplation/contemplation (PC/C) stages of change for 'choose organic produce' (OR 2.03) and 'choose sustainable fish' (OR 2.45). Health, cost, environmental sustainability and taste were the most commonly reported food choice motives. Reporting environmental sustainability as a food choice motive was associated with readiness to adopt sustainable diet recommendations.

CONCLUSIONS

We found that consumers in the UK are engaged with some aspects of sustainable diets but remain resistant to others. The results of this study indicate that acceptable dietary guidelines could be developed to address environmental sustainability. Several behaviours were identified that consumers were willing to adopt, but there were barriers preventing them, highlighting that policy action is required to enable behaviour change to occur. Differences between demographic groups highlight potential targets for future campaigns promoting sustainable diets.

In Vitro Protein Digestibility and Fatty Acid Profile of Commercial Plant-Based Milk Alternatives

Plant-based milk alternatives (PBMA) are a new popular food trend among consumers in Europe and North America. The forecast shows that PBMA will double their value by 2023. The objective of this study was to analyze the nutritional value of commercial products in terms of their fatty acid profile and protein digestibility from commercial PBMA. Eight commercially available PBMA were selected for fatty acid analysis, performed with gas chromatography of methylated fatty acids (GC-FAME), and, from these, four commercial products (almond drink, hemp drink, oat drink, and soy drink) were selected for a short-term in vitro protein digestibility (IVPD) analysis. The fatty acid analysis results showed that most of the products predominantly contained oleic acid (C18:1 ω-9) and linoleic acid (C18:2 ω-6). Hemp drink contained the highest omega-6/omega-3 (ω6/ω3) ratio among all tested products (3.43). Oat drink and almond drink were the PBMA with the highest short-term protein digestibility, non-significantly different from cow's milk, while soy drink showed the lowest value of protein digestibility. In conclusion, PBMA showed a significant variability depending on the plant source, both in terms of fatty acid composition and protein digestibility. These results provide more in-depth nutritional information, for future product development, and for consumer's choice.

Sustainability, health and consumer insights for plant-based food innovation

Plant-based foods are part of a needed change in the food system. This opinion article addresses sustainability, health and consumer issues to inform plant-based food innovation and research. Consumers are key players in the food system. In 2020, consumers require that cues of sustainability be clearly addressed in food innovation. Consumers are more and more conscious of the detrimental effects of animal farming on the environment as well as the ethical issues resulting from poor animal welfare. Consumers want their products to be sustainable, healthy and conscious of animal welfare. Plant-based foods deliver on all fronts. Nevertheless, consumers have to deal with facilitators and barriers towards dietary change such as cooking skills, taste preference and family support.