Globally consumers are increasingly interested in reducing their meat intake and it’s not different in Aotearoa New Zealand. Flexitarians are consumers who eat meat, whilst consciously reducing its consumption by reducing meat portion sizes, or by replacing meat with meat-free products or different meat free meal options.
One in three consumers are flexitarian
In Aotearoa, over a third of the consumers identify themselves as a flexitarian. Only about one in twelve consumers avoid meat altogether by following a vegetarian or vegan diet. Therefore, flexitarians drive demand in the plant-based product (PBP) market although it is not clear what motivates them.
What motivates flexitarians in Aotearoa? An online study
The Future Food Catalyst program conducted an online survey: 584 flexitarians answered questions about their motivators and barriers to consume plant-based meat alternatives. Flexitarians were classified as people who consume meat less than 7 days per week. PBPs were described as foods that provide the main protein source in a meal which may mimic meat in terms of shape or flavour (e.g., vegetarian mince, sausages or burgers or nuggets), or not (e.g., tofu, tempeh, falafel).
Photo by Christin Hume on Unsplash
Health is the main driver for consuming plant-based products
We found that health was the most important driver for PBP consumption. The flexitarians in our study did not gain social status from consuming PBPs, and did not believe that such products necessarily contribute to environmental sustainability. They did not generally reduce their meat intake due to concern for animal welfare.
Flexitarians are not satisfied with currently available plant-based products
Flexitarians are not very satisfied with current plant-based meat alternatives. When asked what an ideal PBP would be like:
- They want their plant-based meat alternatives to ‘taste good’, through juiciness, savouriness and spice/flavour.
- They are divided in terms of wanting their plant-based meat alternative to taste meat-like – some do, but some do not.
- They desire a high-protein product, particularly those who eat meat most often.
- Female flexitarians generally want their plant-based meat alternatives to be made with wholefoods and free of GMO’s whereas men are less concerned.
Consumer segments have different drivers and desires
Flexitarians are not all the same. Not surprisingly, those that consume PBPs most often, are more satisfied with current options. Two thirds of the respondents, however, are not and hardly consume PBP as alternatives to meat. Segments with higher PBP consumption had higher concern for health/nutrition, animal welfare, the environment and food safety, and they derived more social status from eating plant-based products.
Photo by Joshua Rawson-Harris on Unsplash
Moving flexitarianism forward
We can use this information in the development of PBPs that cater towards the motivations of flexitarians. Ideal products are healthy, high-protein, and made from wholefoods, and are juicy, savoury and flavourful to meet the needs of the flexitarian consumer in Aotearoa. A variety of products and marketing strategies should be used to engage different flexitarian consumer segments.
Petra Coetzee & Caroline Giezenaar, 23 May 2022