{"id":1234,"date":"2022-05-22T21:16:27","date_gmt":"2022-05-22T21:16:27","guid":{"rendered":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/?p=1234"},"modified":"2022-05-22T21:18:55","modified_gmt":"2022-05-22T21:18:55","slug":"flexitarians-drive-the-plant-based-markets-what-motivates-them","status":"publish","type":"post","link":"https:\/\/sites.massey.ac.nz\/futurefoodscatalyst\/2022\/05\/22\/flexitarians-drive-the-plant-based-markets-what-motivates-them\/","title":{"rendered":"Flexitarians drive the plant-based markets \u2013 what motivates them?"},"content":{"rendered":"\n

Globally consumers are increasingly interested in reducing their meat intake and it\u2019s not different in Aotearoa New Zealand. Flexitarians are consumers who eat meat, whilst consciously reducing its consumption<\/strong> by reducing meat portion sizes, or by replacing meat with meat-free products or different meat free meal options.<\/p>\n\n\n\n

One in three consumers are flexitarian<\/span><\/strong><\/h2>\n\n\n\n

In Aotearoa, over a third<\/strong> of the consumers identify themselves as a flexitarian<\/strong>. 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<\/strong> (PBP) market although it is not clear what motivates them.<\/p>\n\n\n\n

What motivates flexitarians in Aotearoa? An online study<\/span><\/strong><\/h2>\n\n\n\n
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The Future Food Catalyst program conducted an online survey<\/strong>: 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<\/strong>. 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).<\/p>\n<\/div>\n\n\n\n

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\"Person
Data were collected through an online survey.
Photo by Christin Hume<\/a> on Unsplash<\/a><\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n

Health is the main driver for consuming plant-based products<\/span><\/strong><\/h2>\n\n\n\n

We found that health<\/strong> was the most important driver for PBP consumption<\/strong>. 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.<\/p>\n\n\n\n

Flexitarians are not satisfied with currently available plant-based products<\/span><\/strong><\/h2>\n\n\n\n

Flexitarians are not very satisfied with current plant-based meat alternatives. When asked what an ideal PBP would be like:<\/p>\n\n\n\n

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\"Burger<\/figure>\n\n\n\n
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Some consumers like meat-like plant-based products, whereas other consumers do not think meat-like taste is important.<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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