Meat substitutes: Understanding motivations and barriers to consumption

This research aims to understand the consumption drivers of meat substitutes. Meat substitutes have been identified as one of the leading trends to disrupt the food industry and are consequently of significant interest to operators in this sector. Such products play an important role in stimulating consumption changes towards a more sustainable global diet. However, research to date has indicated largely incongruous results. Thus, this research seeks to establish a more in-depth understanding of the barriers and motivations that drive and inhibit the consumption of meat substitutes in the market. Twenty-five semi-structured in-depth interviews were conducted in Christchurch, New Zealand from August 2018 to March 2019. Participants were recruited via an online Facebook community using purposive sampling and where necessary, additional participants were recruited using a snowball sampling technique. The final sample included a cross-section of consumers who vary in age, gender, dietary preference and product usage frequency. Interview transcripts were analysed using thematic analysis and preliminary results are presented. Results are anticipated to further academic and industry understanding of why (or why not) consumers elect to substitute animal-based proteins for alternative products. Further, results are expected to identify key personal and inter-personal considerations and influences in relation to the purchasing and consumption of meat substitutes