Johanna E. Elzerman, Pieke E.M. van Dijk and Pieternel A. Luning
The Dutch market for meat substitutes has grown steadily, however, their market share is still low, and meat consumption in the Netherlands is not decreasing. For a transition…
Abstract
Purpose
The Dutch market for meat substitutes has grown steadily, however, their market share is still low, and meat consumption in the Netherlands is not decreasing. For a transition towards a more plant-based diet, understanding consumer motives regarding meat substitutes is important. The purpose of this study was to explore what motives lay behind the appropriateness of the use of meat substitutes in different usage situations.
Design/methodology/approach
In total, 20 semi-structured in-depth interviews were performed to discover Dutch consumers’ associations with the terms “eating vegetarian” and “meat substitutes”, as well as motives regarding the situational appropriateness of meat substitutes.
Findings
The most mentioned motives for eating vegetarian were “environmental impact”, “health” and “animal welfare”, while meat substitutes were mainly eaten to replace meat in the meal. Most participants perceived vegetarian stir-fry pieces appropriate for almost all situations; the appropriateness of other meat substitutes was more situation-specific. The thematic content analysis yielded seven categories for the motives given for the (in)appropriateness of the four meat substitutes in six usage situations: “Functionality”, “Convenience”, “Properties”, “Preferences”, “Association with meat”, “Association with meals” and “Nutrition”. Mainly motives in the categories convenience and functionality (function of the meat substitute in a meal) were mentioned for all situations and other motives were situation-specific.
Originality/value
The focus in the development of plant-based foods is mostly on the product properties. The situational appropriateness and the underlying motives regarding meat substitutes have not yet been studied. This exploratory study suggests that these should be taken into consideration in the design of new meat substitutes.
Details
Keywords
Johanna E. Elzerman, Martinus A.J.S. van Boekel and Pieternel A. Luning
Meat substitutes can be environmentally more sustainable alternatives to meat. However, the image of these products in The Netherlands is still low. The purpose of this paper is…
Abstract
Purpose
Meat substitutes can be environmentally more sustainable alternatives to meat. However, the image of these products in The Netherlands is still low. The purpose of this paper is to explore consumers' experiences and sensory expectations of meat substitutes and the appropriateness of the use of meat substitutes in meals.
Design/methodology/approach
In total, 46 consumers took part in seven focus group discussions. These discussions consisted of three steps, starting with a general discussion on meat substitutes, followed by a discussion on the appropriateness of the use of meat substitutes as ingredients (minced, in pieces or slices) by using photographs of six different dishes (soup, pasta, rice, wrap, meal salad, and pizza). The discussions were concluded with a taste session of two dishes with meat substitutes.
Findings
Consumers in this study regarded health aspects and easy preparation as positive aspects of meat substitutes. Lack of information on the package, and high price were reported as negative. Sensory aspects such as neutral taste or tastiness, crispiness, chicken‐like texture, or granular texture were seen as positive attributes. Negative sensory aspects that were mentioned were uniform taste, compactness, dryness and softness. Most consumers found the use of meat substitutes appropriate in the dishes we presented.
Originality/value
The paper's findings can, together with quantitative consumer and sensory research, be a start towards consumer‐oriented product development of environmentally more sustainable meat substitutes. The central role of meal context and appropriateness is an aspect that has not yet received much attention in food science.