Young adults' experiences with flexitarianism: The 4Cs

Beyond gender: Exploring sexual orientation, race and motivations among Brazilian flexitarians

In this study, we analyzed 989 Brazilian individuals identified as flexitarians to explore the relationship between gender, sexual orientation, and meat consumption reduction behavior, while evaluating the impact of motivations driving individuals towards this dietary model. To achieve this goal, we tested the following hypotheses: women consume less meat than men; LGBT women consume less meat than heterosexual women; LGBT men consume less meat than heterosexual men; and women are more motivated by the environmental impact of meat. Our findings revealed that although gender significantly influences motivations, with women showing a greater influence from animal ethics, flexitarians of both genders exhibit similar meat consumption patterns. Neither sexual orientation nor gender influence meat reduction patterns among flexitarians. However, the race/ethnicity of white individuals is a predominant factor among those who reduce meat consumption the most. Consequently, we conclude that (i) the social theories applied to explain gender differences in meat exclusion behavior may not be the most suitable for explaining meat reduction behavior, and (ii) intersectional approaches are needed to investigate flexitarianism.

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.

Shades and shifts in flexitarian and meat-oriented consumer profiles in a German panel study

Consumers' growing awareness of the adverse effects of high meat consumption has led to increased attention to flexitarian or meat-reduced diets. However, most flexitarians do not significantly reduce their meat consumption and still eat many meat-based meals. This study aims to classify the large and heterogeneous consumer group of flexitarians into different profiles based on attitudinal, normative, and control beliefs about meat reduction. Being aware that consumer profiles can change over time, this study explores the dynamics of the identified profiles using a two-wave panel survey of 430 German consumers. Latent profile analysis revealed distinct flexitarian and meat-oriented consumer profiles, including three stable profiles and one non-stable profile across both waves. The findings indicate that flexitarian and meat-oriented consumer profiles differ significantly in their belief structure about meat reduction and that consumers can switch back and forth to other profiles over time. Practitioners should be aware of changes in the belief structure of flexitarian and meat-oriented consumer profiles when developing meat reduction interventions. Further research is needed to understand the reasons behind these profile shifts.

Barriers to Adopting a Plant-Based Diet in High-Income Countries: A Systematic Review

Adopting a plant-based diet (PBD) has been shown to reduce the risk of developing certain diseases and is linked to environmental benefits. This review synthesises the evidence on the barriers adults aged 18 to 65 living in high-income countries (HIC) may experience when adopting a PBD. A systematic literature review was conducted using four search databases: Medline, Embase, Global Health, and Web of Science. Barriers were mapped to behaviour change strategies using the COM-B model. Ten studies were included in the final review, including 1740 participants. Five were qualitative, four were cross-sectional, and one was a pre- and-post-intervention study. In total, 40 barriers were identified and synthesised into 11 themes: financial, lack of knowledge, emotional, health, convenience, social, enjoyment of meat, environmental, accessibility, personal ability, and media. Of the 40 barriers, nutritional intake/requirements (categorised into the "health" theme) had the most evidence. This barrier encompassed concerns around being able to meet nutritional needs if an individual were to adopt a PBD. Habits (in the "personal ability" theme), which included established eating habits and habitual behaviours relating to animal-source foods, had the second most evidence alongside the barrier of not knowing what to eat as part of a PBD (in the "lack of knowledge" theme). Education interventions and communication/marketing policies were the behaviour change mechanisms mapped onto these barriers. Future interventions should focus on informing individuals about what to consume as part of a nutritionally balanced PBD and facilitating habitual dietary change.

Flexitarians in Brazil: Who are they, what do they eat, and why?

In this study, we conducted the first scientific investigation focusing on Brazilian flexitarians, aiming to characterize their socio-economic and demographic profiles, motivations for adopting flexitarianism, the frequency of animal-based meat consumption, and the primary meat substitutes they consume. To accomplish this, we distributed an online questionnaire with the assistance of university students and researchers from various regions of the country. Data were collected from 1029 individuals in Brazil who self-identified as flexitarians. Our findings reveal that the flexitarian dietary model is primarily adopted by women, constituting 76% of the sample (n = 786). Their motivations include concerns about the environmental impact of meat consumption (n = 361, 35%), personal health (n = 344, 33%), and animal welfare (n = 219, 21%). Flexitarians exhibit varying consumption patterns, which can be categorized into three groups: light flexitarians (consuming meat 36 times a week), medium flexitarians (consuming meat 7 times a week), and heavy flexitarians (consuming meat 4 times a week). The flexitarian dietary pattern is characterized by reduced beef consumption (less than 2 times per week) and higher consumption of chicken (3 times per week). It is complemented by plant-based protein sources and eggs as the primary meat substitutes. The recognition of legumes as the principal meat substitutes opens avenues for an expanded discussion on sustainable food systems and alternative meat products in Brazil. This provides opportunities to enhance the availability and accessibility of these foods and to develop nutritional interventions that prioritize plant-based proteins.

"I guess it's quite trendy": A qualitative insight into young meat-eaters' sustainable food consumption habits and perceptions towards current and future protein alternatives

As the market for sustainable food continues to expand, there is a need to understand how consumers' consumption habits and perceptions are changing. Targeting the younger populations is of interest as they arguably will shape the future of food. Therefore, the present study aimed to provide in-depth consumer insights on a range of topics from current consumption habits (i.e., meat reduction, plant-based meat/seafood (PBM/S)), towards future protein alternatives (i.e., cell-based meat/seafood (CBM/S), precision fermented dairy (PFD)). Online focus groups were conducted in the UK with meat-eaters (n = 38) aged 18-34. Codebook thematic analysis was applied using the Framework Matrix as a tool for data analysis. Key themes were presented using the COM-B model (Capability, Opportunity, Motivation), which identified areas of behavioural change. Results found a trend towards meat reduction, partially initiated by moving away from home and limited food budgets. Overall, participants acknowledged the environmental impact of food, but a notable knowledge gap was apparent when quantifying the effect, especially for dairy and seafood. Compared to PBM, few participants had tried PBS products, partially due to lower availability and familiarity. Enablers for PBM/S included convenience, positive sensory experiences and the influence of others, whilst barriers related to negative health connotations and over-processing. For CBM/S and PFD, animal welfare, curiosity and optimised nutrition acted as enablers, whilst barriers related to wider consumer acceptance, affordability and unnaturalness. In general, participants felt changing food consumption habits can have an impact on climate change and were optimistic about novel technologies supporting future protein transitions. Increasing public understanding around the environmental impact of food, especially seafood and dairy, and prioritising the affordability of sustainable food are suggested as intervention strategies to encourage sustainable food consumption.

How can restaurants entice patrons to order environmentally sustainable dishes? Testing new approaches based on hedonic psychology and affective forecasting theory

Encouraging restaurant guests to order vegetarian dishes plays a key role in creating a more environmentally sustainable tourism sector. However, for many consumers eating a meat dish is an important aspect of their enjoyment-focused restaurant experience. Identifying new approaches that support restaurants in selling more vegetarian dishes are urgently needed. Drawing from hedonic psychology and affective forecasting theory, this study tests two interventions aimed at directing ordering towards specific vegetarian dishes in a scenario-based survey experiment with 742 consumers. Results show the potential of affective forecasting as a promising psychological mechanism. Displaying an appetising picture of a vegetarian dish on a menu increases stated ordering of the dish because the picture directs consumer attention to the dish and triggers them to imagine eating the dish. Consumers who imagine eating the dish feel stronger anticipated enjoyment of eating it. Adding to the picture an invitation to imagine eating the dish does not further increase the effect. This study explains the psychological mechanism of how a picture of an appetising vegetarian dish changes food choices and provides restaurants with a cost-effective measure to direct ordering towards more environmentally sustainable dishes.

Meat reduction among post-secondary students: Exploration of motives, barriers, diets and preferences for meals with partial and full meat substitution

Before developing new meat reduction interventions to support increased sustainability, it is important to understand the motives, diets and preferences of consumers who have already made efforts to reduce meat consumption. While self-declaration has been typically used to identify meat reducers, food frequency data suggests some reducers still identify as omnivores, here termed transitional meat reducers. We compared these "transitional" meat reducers to self-declared meat reducers, unrestricted omnivores and vegetarians/vegans for differences in diet, motives for reducing meat, and perceived barriers to consuming more legumes (dried beans, peas or lentils) and plant-based meat alternative products (PBMAs). We also compared their intention to choose four specific entrees where legumes or PBMAs had partially or fully replaced meat. A convenience sample of Canadian university students completed an online survey (N = 438). 34% of participants were self-declared meat reducers, 16% transitional meat reducers, 33% unrestricted omnivores and 16% vegetarians/vegans. Frequency of eating red meat differed, with self-declared meat reducers eating red meat less often than either transitional meat reducers or unrestricted omnivores. Motives for meat reduction were similar in the two reducer groups. Transitional meat reducers reported significantly more frequent consumption of other protein foods and more barriers to legumes but not PBMA, than either unrestricted omnivores or self-declared meat reducers. Lastly, intention to consume all versions of entrees was very similar in both reducer groups, but with increased preference for full vs partial substitution among self-declared reducers. Transitional meat reducers may be a distinct group for meat reduction interventions compared to omnivores or self-declared reducers.

Gradual behaviour change towards meat reduction: Development and validation of a novel decisional balance scale

Meat reduction is gaining attention among consumers, marketers, policymakers and scientists. Yet little is known about decision-making processes and behaviour change towards meat reduction. This paper explores the applicability of the decisional balance (DB) framework to the field of meat reduction. A novel DB scale to measure the perceived importance of beliefs about meat reduction at different stages of behaviour change was developed and validated in two studies with German meat eaters. In Study 1 (N = 309), the item inventory was tested using an exploratory factor analysis and then validated in Study 2 (N = 809). The results yielded two higher-order DB factors (pros and cons), which were subdivided into five lower-order factors (perceived benefits of a plant-based diet, downsides of factory farming, health barriers, legitimation barriers and feasibility barriers). The pros and cons were summarised in a DB index. All DB factors and the DB index were tested for internal consistency (Cronbach's alpha ≥.70) and aspects of validity. The typical DB pattern of the pros and cons of behaviour change was confirmed: the cons outweighed the pros for consumers who did not intend to reduce meat consumption, while the pros outweighed the cons for consumers who intended to reduce meat consumption. The new DB scale for meat reduction has proven to be a suitable measure to gain insights into consumers' decision making and could be used to develop targeted meat reduction interventions.

Transforming practice chains through ideological objects: How plant-based meats impact consumers' everyday food practices

This research investigates the impact of the introduction of plant-based meats (PBMs) on consumers' food practices. Based on the results of 21 in-depth interviews with consumers who use PBMs, this research uses practice theory to explore how the adoption of PBMs affects linked food practices and the meanings associated with these practices. We find that consumers adopt PBMs due to either a desire for meaning coherence or for practicality. Subsequently there are social and embodied ripple consequences associated with this adoption, with consumers revising their social food practices, reconfiguring their understandings of health, and re-orienting their relationship to their body. Our findings extend the research on practice theory by examining how the adoption of a new category of ideological objects shapes other linked consumption practices. Practically, our findings provide important insights for dietary, marketing and health practitioners to understand the overall impact of PBM adoption on consumers' dietary patterns and practices, and their perception about health and body.

Adherence and eating experiences differ between participants following a flexitarian diet including red meat or a vegetarian diet including plant-based meat alternatives: findings from a 10-week randomised dietary intervention trial

Background

Flexitarian, vegetarian and exclusively plant-based diets are increasingly popular, particularly amongst young adults. This is the first randomised dietary intervention to investigate the health, wellbeing, and behavioural implications of consuming a basal vegetarian diet that additionally includes low-to-moderate amounts of red meat (flexitarian) compared to one containing plant-based meat alternatives (PBMAs, vegetarian) in young adults (ClinicalTrials.gov NCT04869163). The objective for the current analysis is to measure adherence to the intervention, nutrition behaviours, and participants' experience with their allocated dietary group.

Methods

Eighty healthy young adults participated in this 10-week dietary intervention as household pairs. Household pairs were randomised to receive either approximately three serves of red meat (average of 390 g cooked weight per individual, flexitarian group) or PBMAs (350-400 g per individual, vegetarian group) per week on top of a basal vegetarian diet. Participants were supported to adopt healthy eating behaviours, and this intervention was developed and implemented using a behaviour change framework. Adherence (eating allocated red meat or PBMA, abstaining from animal-based foods not provided by researchers) was continuously monitored, with total scores calculated at the end of the 10-week intervention period. Eating experiences were measured by the Positive Eating Scale and a purpose-designed exit survey, and a food frequency questionnaire measured dietary intake. Analyses used mixed effects modeling taking household clustering into account.

Results

The total average adherence score was 91.5 (SD = 9.0) out of a possible 100, with participants in the flexitarian group scoring higher (96.1, SD = 4.6, compared to 86.7, SD = 10.0; p < 0.001). Those receiving red meat were generally more satisfied with this allocation compared to those receiving the PBMAs, even though a leading motivation for participants joining the study was an opportunity to try plant-based eating (35% expressed that their interest in taking part was related to trying plant-based eating). Participants in both intervention groups had increased vegetable intake (p < 0.001), and reported more positive eating experiences (p = 0.020) and satisfaction with eating (p = 0.021) at the end of the 10-week intervention relative to baseline values.

Conclusion

Methods to encourage engagement with the trial were successful, as participants demonstrated excellent adherence to the intervention. Observed differences in participants' adherence and experiences between flexitarian and vegetarian groups holds implications for the adoption of healthy, sustainable dietary patterns beyond this study alone.

Exploring everyday life dynamics in meat reduction - A cluster analysis of flexitarians in Denmark

Exploring everyday life dynamics in meat reduction - a cluster analysis of flexitarians in Denmark. Flexitarians are attracting increasing attention in the research on meat reduction. But there has been limited focus on comprehensive understandings of a broader range of dynamics that can work as barriers and facilitators for meat reduction. In this article, we use social practice theory (SPT) as a comprehensive approach to barriers and facilitators in meat reduction in everyday life. We present an analysis of data from a representative Danish cross-sectional survey. We show, first, that Danish flexitarians can be divided into four distinct clusters (what we will refer to as classes) in accordance with combinations of everyday facilitators and barriers. Second, we show that the prevalence of these classes varies considerably depending on how long people have been flexitarians. We argue that the patterns in this variation indicate that over time people transition to other classes where barriers to plant-rich eating become less significant, and routinization emerges in different ways. Finally, third, we show that flexitarians do report eating less meat than consumers who label themselves as eating meat with no restrictions. But we also highlight that the difference is relatively modest. Indeed, meat intake is still quite common even in classes where routinization is highest. Throughout the paper, we discuss similarities and differences between the SPT framework and another recent framework, the COM-B model, that also provides a comprehensive approach to the understanding of behavioural change.

Consumer perception of the challenges facing livestock production and meat consumption

With the global meat market growing and intensive livestock farming systems increasing, the impacts of livestock are a growing concern among consumers, further influencing their meat consumption. Understanding consumer perceptions of livestock production is therefore a key issue. This study surveyed 16,803 respondents in France, Brazil, China, Cameroon and South Africa to investigate the different perceptions of the ethical and environmental impacts of livestock production among consumer segments in different countries based on their sociodemographic characteristics. On average, the current respondents in Brazil and China and/or who consume little meat, are female, not in the meat sector and/or more educated, are more likely to think that livestock meat production causes serious ethical and environmental problems; while those in China, France and Cameroon and/or who consume little meat and/or are women, younger, not in the meat sector, and/or more educated, are more likely to agree that reducing meat consumption could be a good solution to these problems. Additionally, an affordable price and sensory quality are the main drivers of food purchases for the current respondents. In conclusion, sociodemographic factors have significant effects on consumer perception of livestock meat production and meat consumption habits. Perceptions of the challenges facing livestock meat production differ between countries in different geographic regions based on social, economic, cultural contexts and dietary habits.

Public interest in food sustainability: an infodemiology study of Google trends data in Europe from 2010-2021

Understanding food sustainability and healthy diets public awareness is of utmost importance since consumers are the main drivers of global consumption patterns. Using Google Trends data, from 2010 to 2021, we aim to explore the temporal dynamics of food sustainability public interest across Europe and its association with interest in sustainability, healthy diet, Mediterranean diet (MedDiet), and flexitarianism. Public interest in food sustainability has increased and is positively associated with the interest in the topic of sustainability. With few exceptions, no general association between food sustainability and healthy diet or MedDiet interest were found. Consistent associations between food sustainability and flexitarianism were found across most of the European regions and countries. Despite the growing interest, only flexitarianism seems to be associated with food sustainability. Understanding consumers' interest in food sustainability is crucial for the transition towards healthy and sustainable diets and to define educational and behavioural interventions.

Hybrid meat products and co-creation: What do consumers say, feel and think?

Introduction

What consumers say about food and what kind of words they use to do so offers direct insights into their perceptions, preferences, reasoning, and emotions.

Methods

This study explores evaluations of hybrid meat products of 2,405 consumers from England, Denmark, and Spain. As part of a large survey, consumers were prompted to note down four words that come to mind when they read a description of a hybrid meat product, and then again after they were involved in a hypothetical co-creation task of a hybrid meat product. 18,697 words and phrases of language material was processed using computational corpus-based analysis and manual classification into semantic categories including: Evaluation, Sensory, Production, Emotion, Diets, Quality, Ethics, and Other.

Results

Consumers consider many dimensions when it comes to the evaluation of hybrid meat products including ethical conduct and sustainability. For all three languages, the number of positive words increased and the number of negative words decreased significantly (p < 0.001) following the co-creation task, suggesting that consumers see such products very positively once they are more familiar with them and know more about the ingredients. Subcategories that received most words include: taste, ingredients, healthiness, naturalness, innovation, and environment, implying that these areas are of most importance when it comes to the evaluation of hybrid meat products. The concept of nutrition (especially words pointing to positive aspects such as "rich in vitamins", "nutritious") also rose significantly in use after co-creation.

Discussion

The study reveals consumers' vocabulary of hybrid meat products across the three countries and offers important insights for food producers to help them create innovative products that better align with consumers' perceptions and expectations.

Is cultured meat a promising consumer alternative? Exploring key factors determining consumer's willingness to try, buy and pay a premium for cultured meat

Cultured meat is a relatively new product, enjoying consumer appreciation as a more sustainable meat option. The present study builds on a sample from a diverse set of countries and continents, including China, the US, the UK, France, Spain, Netherlands, New Zealand, Brazil, and the Dominican Republic and uses partial least square structural equation modelling. The proposed conceptual model identified key factors driving and inhibiting consumer willingness to try, buy, and pay a price premium for cultured meat. Results relate to the overall sample of 3091 respondents and two sub-sample comparisons based on gender and meat consumption behaviour. Food neophobia, having food allergies, being a locavore, and having concerns about food technology were found to be inhibiting factors towards willingness to try, buy, and pay a price premium for cultured meat. Food curiosity, meat importance, and a consumer's perception of cultured meat as a realistic alternative to regular meat were found to be important drivers that positively impacted consumers' willingness to try, buy and pay more. Best practice recommendations address issues facing marketing managers in food retail and gastronomy.

Understanding Key Factors Influencing Consumers' Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins

Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein. The results relate to the overall sample of 4088 respondents and to two subsample comparisons based on gender and meat consumption behavior. The results show that the biggest drivers of willingness to consume mycoprotein were healthiness, followed by nutritional benefits, safe to eat, and sustainability. Affordability and taste had mixed results. Willingness to consume mycoprotein was inhibited if nutritional importance was placed on meat and, to a lesser extent, if the taste, texture, and smell of meat were deemed important. Best practice recommendations address issues facing marketing managers in the food industry.

Plant-Based Only: Investigating Consumers' Sensory Perception, Motivation, and Knowledge of Different Plant-Based Alternative Products on the Market

Consumer acceptance and product development of sustainable, healthy, and tasty plant-based alternative products (PBAPs) are closely interlinked. However, information on consumer perceptions of the sensory profile of plant-based meat, cheese, and milk remains scarce. The study aimed to investigate German consumers’ (1) sensory evaluation of PBAPs and (2) consumers´ motivations and knowledge underlying the purchase of such products. This was analyzed in relation to different dietary styles of consumers (omnivore, flexitarian, vegetarian, vegan). A sample of 159 adults completed two tasks: first, a sensory test in which participants tasted and rated three different PBAPs in two consecutive sessions, and second, a questionnaire on consumption behavior, motivation, and knowledge. Results show few differences between nutrition styles in sensory evaluation of individual product attributes. However, overall liking was rated significantly higher by vegans than by omnivores. All dietary styles reported animal welfare and environmental aspects as the main motivations for consuming PBAPs. Most participants acknowledged that meat and cheese alternatives are highly processed foods and not a fad but are not automatically healthier or more environmentally friendly than their animal-based counterparts. Future research should focus on emerging product segments such as plant-based cheeses to better understand how consumers evaluate PBAPs.

Consumer adoption of plant-based meat substitutes: A network of social practices

This research aimed to understand the consumption practices of plant-based meat substitutes (PBMS). Semi-structured in-depth interviews were conducted with consumers and Social Practice Theory (SPT) was adopted as the theoretical framework to explore emerging themes relating to consumer practices. Findings indicate that consumers engage in a number of related practices that include the acquisition, preparation, and consumption of PBMS which were embedded within a larger network of practices that included storage, substitution, and food safety, as well as broader meat-based, meat-free, plant-based, and social and cultural practices. This paper highlights the importance of social and cultural structures in facilitating product awareness, and meaning and skill development in the context of dietary and behavioural change. Implications for research, marketing, and policymaking practices are discussed with regard to the marketing of plant-based meat substitutes as well as shifting consumer behaviour.

Plant-Based Alternative Products: Are They Healthy Alternatives? Micro- and Macronutrients and Nutritional Scoring

In recent decades, the demand, supply, and consumption of plant-based (pb) alternative products have increased worldwide. The objective of this study was to characterize pb meat and cheese products and compare them with their respective animal-based products. Data were collected in online market analyses (2019/2021). Nutritional data, Nutri-Score, and analysis of micronutrients are presented in this article. The number of products has grown in all categories, with the largest increase of 110% in pb cheese. The main protein sources in pb meat were soy and wheat, followed by an increasing use of peas. Pb meat generally contained less energy and total and saturated fat, but more carbohydrates and sugars than meat. In pb cheese, the protein content was lower than that of cheese. In 3 of 17 food groups, the salt content of pb alternatives was lower than in animal products. The daily requirement for iron could be covered better by pb alternatives than previously anticipated as well as the need for the vitamins E and K. The calculated Nutri-Score was generally lower for pb meat and higher for pb cheese than for the respective animal products. The trend towards consumption of pb alternative products is increasing, but the high level of processing, wide range of nutrients, and high salt content indicate the need for nutritional guidelines for these products.

Food choice in transition: adolescent autonomy, agency, and the food environment

Dietary intake during adolescence sets the foundation for a healthy life, but adolescents are diverse in their dietary patterns and in factors that influence food choice. More evidence to understand the key diet-related issues and the meaning and context of food choices for adolescents is needed to increase the potential for impactful actions. The aim of this second Series paper is to elevate the importance given to adolescent dietary intake and food choice, bringing a developmental perspective to inform policy and programmatic actions to improve diets. We describe patterns of dietary intake, then draw on existing literature to map how food choice can be influenced by unique features of adolescent development. Pooled qualitative data is then combined with evidence from the literature to explore ways in which adolescent development can interact with sociocultural context and the food environment to influence food choice. Irrespective of context, adolescents have a lot to say about why they eat what they eat, and insights into factors that might motivate them to change. Adolescents must be active partners in shaping local and global actions that support healthy eating patterns. Efforts to improve food environments and ultimately adolescent food choice should harness widely shared adolescent values beyond nutrition or health.

A Modern Flexitarian Dietary Intervention Incorporating Web-Based Nutrition Education in Healthy Young Adults: Protocol for a Randomized Controlled Trial

BACKGROUND

The trend of flexitarian eating patterns is on the rise, with young adults among the biggest adopters claiming health and environmental reasons to reduce red meat intake. Nutrient-dense meat and animal products are often the lynchpin of these diets, even when consumed only occasionally and in moderate amounts. Red meat provides forms and concentrations of essential proteins, lipids, and micronutrients that are scarce in exclusively vegetarian regimens.

OBJECTIVE

The aim of this study is to consider the effects of moderate consumption of lean red meat as part of an otherwise vegetarian balanced diet and its impact on biomarkers of sustained health and well-being.

METHODS

A cohort of healthy, young (20-34 years old, n=80) male and female participants will take part in a 2-arm, parallel randomized controlled trial (RCT) for a duration of 12 weeks, with a 3-month posttrial follow-up. The trial will commence with a 2-week assessment period followed by allocation to the intervention arms. The intervention will include the consumption of red meat or meat alternatives 3 times per week for 10 weeks. Blood samples of the participants will be collected to measure changes in erythrocyte fatty acid distribution, circulating amino acids, neurotransmitters, markers of mineral status, and inflammatory markers. Questionnaires to assess well-being and mental health will be undertaken every 2 weeks. Body composition, physical function, and blood parameters will be assessed at allocation (t₀), week 5 into the intervention (t₅), and post intervention (t₁₀).

RESULTS

The protocol has been developed using the SPIRIT (Standard Protocol Items: Recommendations for Interventional Trials) checklist and the outcomes will be reported in accordance with the CONSORT (Consolidated Standards of Reporting Trials) guidelines. The trial was approved by the New Zealand Ministry of Health's Health and Disability Ethics Committees (protocol 20/STH/157). The results of this study will be communicated via publication.

CONCLUSIONS

To our knowledge, this is the first RCT investigating the overarching health consequences of consuming pasture-fed red meat or no meat as part of a healthy diet.

TRIAL REGISTRATION

ClinicalTrials.gov NCT04869163; https://clinicaltrials.gov/ct2/show/NCT04869163.

INTERNATIONAL REGISTERED REPORT IDENTIFIER (IRRID)

PRR1-10.2196/30909.

Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions

Meat consumption is increasingly being seen as unsustainable. However, plant-based meat alternatives (PBMA) are not widely accepted yet. PBMA aim to imitate the experience of eating meat by mimicking animal meat in its sensory characteristics such as taste, texture, or aesthetic appearance. This narrative review explores the motivational barriers to adopting PBMA while focusing on food neophobia, social norms and rituals, as well as conflicting eating goals that prevent consumers from switching to a plant-based diet. Based on the key characteristics of these motivational barriers, which are informed by research findings in consumer psychology and marketing, solutions are discussed that can help counter the barriers.

Replacement of Meat with Non-Meat Protein Sources: A Review of the Drivers and Inhibitors in Developed Countries

The overconsumption of meat has been charged with contributing to poor health and environmental degradation. Replacing meat with non-meat protein sources is one strategy advocated to reduce meat intake. This narrative review aims to identify the drivers and inhibitors underlying replacing meat with non-meat protein sources in omnivores and flexitarians in developed countries. A systematic search was conducted in Scopus and Web of Science until April 2021. In total, twenty-three studies were included in this review examining personal, socio-cultural, and external factors. Factors including female gender, information on health and the environment, and lower price may act as drivers to replacing meat with non-meat protein sources. Factors including male gender, meat attachment, food neophobia, and lower situational appropriateness of consuming non-meat protein sources may act as inhibitors. Research is needed to establish the relevance of socioeconomic status, race, ethnicity, religion, health status, food environment, and cooking skills. Future studies should prioritize standardizing the definitions of meat and non-meat protein replacements and examining factors across different consumer segments and types of non-meat protein sources. Thereby, the factors determining the replacement of meat with non-meat protein sources can be better elucidated, thus, facilitating the transition to a healthier and more sustainable diet.

Capabilities and Opportunities of Flexitarians to Become Food Innovators for a Healthy Planet: Two Explorative Studies

To support the transition to a more plant-based diet, it is necessary to better understand flexitarians, i.e., individuals who curtail their meat intake by abstaining from eating meat occasionally without fully abandoning meat. Much of the research about eating (less) meat thus far has focused on motivations. However, a dietary shift toward less meat consumption also demands that capabilities and opportunities be taken into account. The present study explores the capability and opportunity variables in terms of enablers and barriers to reduced meat consumption. Focus group discussions (Study 1) and a survey study (Study 2) were conducted. Study 1 provides an overview of what food consumers perceive as capabilities and opportunities in the context of limiting meat consumption. Study 2 quantifies the aspects of capabilities and opportunities with a special focus on enabling and constraining aspects regarding plant-based meat substitutes. Both studies examine what Dutch flexitarians designate as capabilities and opportunities in transitioning to eating less meat in everyday life. More insight into this helps to find and facilitate food choices that make the flexitarian choice an easier and more obvious one and consequently contribute to flexitarians as food innovators for a healthy planet.

Impact of Plant-Based Meat Alternatives on the Gut Microbiota of Consumers: A Real-World Study

Eating less meat is increasingly seen as a healthier, more ethical option. This is leading to growing numbers of flexitarian consumers looking for plant-based meat alternatives (PBMAs) to replace at least some of the animal meat they consume. Popular PBMA products amongst flexitarians, including plant-based mince, burgers, sausages and meatballs, are often perceived as low-quality, ultra-processed foods. However, we argue that the mere industrial processing of ingredients of plant origin does not make a PBMA product ultra-processed by default. To test our hypothesis, we conducted a randomised controlled trial to assess the changes to the gut microbiota of a group of 20 participants who replaced several meat-containing meals per week with meals cooked with PBMA products and compared these changes to those experienced by a size-matched control. Stool samples were subjected to 16S rRNA sequencing. The resulting raw data was analysed in a compositionality-aware manner, using a range of innovative bioinformatic methods. Noteworthy changes included an increase in butyrate metabolising potential-chiefly in the 4-aminobutyrate/succinate and glutarate pathways-and in the joint abundance of butyrate-producing taxa in the intervention group compared to control. We also observed a decrease in the Tenericutes phylum in the intervention group and an increase in the control group. Based on our findings, we concluded that the occasional replacement of animal meat with PBMA products seen in flexitarian dietary patterns can promote positive changes in the gut microbiome of consumers.