Abstract
High levels of meat consumption are increasingly being criticised for ethical, environmental, and social reasons. Plant-based meat substitutes have been identified as healthy sources of protein that, in comparison to meat, offer a number of social, environmental and health benefits and may play a role in reducing meat consumption. However, there has been a lack of research on the role they can play in the policy agenda and how specific meat substitute attributes can influence consumers to replace partially replace meat in their diets. In this paper, we examine consumers’ preferences for attributes of meat and meat substitute products and develop consumer segments based on these preferences. The results of a choice experiment with 247 UK consumers, using food labels and mince (ground meat), illustrate that the type of mince, fat content, country of origin and price are major factors that influence choice. Carbon footprint, method of production and brand play a secondary role in determining consumers’ choices of meat/meat substitutes. Latent class analysis is used to identify six consumer segments: price conscious, healthy eaters, taste driven, green, organic and vegetarian consumers which have different socio-demographic characteristics and meat consumption patterns. Future interventions and policies aimed at reducing meat consumption including labelling, provision of more information, financial incentives, educational campaigns and new product development will be more effective if they are holistic and target specific consumer segments, instead of focus on the average consumer.
Generated Summary
This research employs a Discrete Choice Experiment (DCE) to examine consumer preferences for meat and meat substitute products, with the goal of understanding factors that influence consumer choices and segmenting consumers based on these preferences. The study focuses on mince (ground meat) due to its frequent consumption. A quota sample of 247 UK consumers (meat eaters, meat reducers, and vegetarians) participated in the study, which took place inside actual food retailers. The DCE design included seven attributes: fat content, carbon footprint, type of mince, production method, origin, brand, and price. Data analysis utilized a multinomial logistic regression model to assess the impact of attributes on choice behavior. Furthermore, latent class analysis was employed to identify consumer segments based on their preferences. The research aims to inform policymakers, businesses, and practitioners on how to reduce meat consumption through substitution. The attributes and levels were based on focus groups, market research, consultation with experts, and literature reviews, ensuring the choice tasks were realistic and supported trade-offs between attributes. The study identified six consumer segments, each with distinct preferences and socio-demographic characteristics.
Key Findings & Statistics
- The study involved 247 participants: 200 meat eaters (81%), 33 meat reducers (13%), and 14 vegetarians (6%).
- The largest segment identified was ‘Price conscious’ consumers, constituting 42.5% of the sample.
- The study found that beef mince had the highest associated utility, followed by lamb. Pork, turkey, and meat-free mince had negative utility values.
- The relative importance analysis revealed that the type of mince was the most influential attribute (23.4%), followed by fat content and region of origin (20% and 19.7%, respectively). Price (14.8%), carbon footprint (9.6%), brand (10.1%) and method of production (2.4%) had lower relative importance levels.
- The study found significant differences (p < 0.001) in consumer choices based on gender (males are more likely to be taste driven and price conscious) and age (younger consumers are more likely to be green), indicating a clear relationship between demographic characteristics and meat consumption patterns.
- The results of the multinomial logistic regression analysis showed that all attribute levels, except for the middle value of carbon footprint (6 kg/500g) and the GM free level of the method of production attribute had a significant impact on consumer preferences.
- The utility values associated with increasing fat content decreased, showing that consumers prefer less fat content.
- The utility for imported products (from EU and non-EU countries) were associated with lower utilities when compared to local production.
- The study used effects coding where the level of the attributes were coded so that the utilities add up to zero in each attribute category, and found that almost all the attribute levels had a significant impact on consumer preferences, with only two exceptions: the middle value of carbon footprint (6 kg/500 g) and the GM free level of the method of production attribute.
Other Important Findings
- The study identified six consumer segments: Price conscious, Green, Taste driven, Healthy, Organic, and Vegetarian, each with distinct preferences and socio-demographic characteristics.
- ‘Price conscious’ consumers are highly influenced by price, with preferences for low-fat, locally produced beef.
- ‘Green’ consumers are more influenced by environmental impact and the origin of the meat, being more likely to reduce meat consumption for environmental reasons.
- ‘Taste driven’ consumers prioritize taste and are more likely to be male and prefer beef mince from butcher shops.
- ‘Healthy’ consumers prioritize health, showing a preference for low-fat options.
- ‘Organic’ consumers are younger, with an emphasis on the method of production and brand.
- ‘Vegetarian’ consumers are the smallest segment, exhibiting high preferences for meat substitutes.
- Vegetarians showed a strong preference for meat substitutes.
- The study found that meat substitutes, while showing promise, currently have low overall consumer preference.
- The study suggests that clear, consistent nutritional labels, carbon footprint labels, and origin labels can encourage meat substitution.
- Policy interventions should be targeted and focused on specific consumer segments.
Limitations Noted in the Document
- The study acknowledges that real-life food purchasing is influenced by factors beyond the experiment, such as advertising, promotions, and policy interventions.
- Consumer familiarity with meat substitute products and its impact on preferences, could be an additional variable in future research.
- A non-hypothetical (revealed choice) experiment could avoid hypothetical bias and further corroborate the findings.
- The limited number of members in some segments did not allow for a clear evaluation of preferences and orientations of these segments.
- The attributes chosen in this study are a combination of ‘old’ and ‘new’ attributes, which could be presented in different ways.
- The study’s reliance on stated preferences (from the DCE) might differ from actual purchasing behavior.
- The study was limited to two regions in the UK, potentially limiting the generalizability of the findings across the entire UK population.
Conclusion
The research indicates that while meat substitutes have the potential to reduce meat consumption, they currently face low consumer preference, except among vegetarians. The primary finding is that replacing meat with meat substitutes will be challenging, as meat substitutes have the lowest associated utilities for any type of meat. This study identifies consumer segments with varying preferences for meat attributes, suggesting that targeted policy interventions will be most effective. The study’s segmentation of consumers revealed different preferences, including price sensitivity, health concerns, environmental awareness, taste preferences, and openness to meat substitutes. For instance, the largest segment, ‘Price conscious’ consumers, prioritizes price and low-fat options. ‘Green’ consumers are driven by environmental considerations, showing a preference for local and sustainably produced options. The study suggests that educational campaigns and clear labelling (nutritional, carbon footprint, and origin) can encourage meat substitution. The authors emphasize the importance of well-informed consumer choices, achieved through accurate and balanced information provision. For the ‘price conscious’ segment, financial incentives like subsidies for meat substitutes could be considered. The ‘taste driven’ segment could be influenced through a ‘sustainability-by-stealth’ approach. As food purchasing is most commonly habitual and heavily influenced by the conditions of the purchasing environment, choice architecture can be used to encourage ‘taste driven’ consumers towards meat substitution through more strategic product placement in food stores. The study’s insights support a move towards a more sustainable food system through a targeted policy approach that addresses the diverse needs of different consumer segments. By understanding and addressing the preferences of these diverse groups, policymakers and marketers can foster a shift towards more sustainable consumption patterns. The study’s findings contribute to the understanding of consumer behavior and offer actionable strategies for reducing meat consumption through substitution.