Red meat consumption may remain high in Finland despite consumer support for plant-based diets.
In Finland, people are shifting toward a plant-based diet. However, their food purchases reflect a strong preference for red meat, reveals a new study. Meat production is a significant source of greenhouse gases and widespread adoption of a plant-based diet is key to achieving the United Nations 2030 Sustainable Development Goals.
‘In Finland, regardless of the slow rise in the proportion of vegan, vegetarian and red meat-free diets, the prevalence of different vegetarian diets remains modest in Finland.’
The study was published in PLOS Sustainability and Transformation by Maijaliisa Erkkola at the University of Helsinki, Finland and colleagues.Environmental advocates have pushed for a reduction in red meat consumption by transitioning to a plant-based diet. However, the attitudes and behavior toward meat consumption over time are not well-studied.
Purchasing Patterns for Red Meat
To better understand the consumer behavior around meat and plant-based proteins, researchers analyzed individualized purchase data of 29,437 customers of the leading grocery store chain in Finland by accessing their loyalty card information from September 1, 2016 to December 31, 2018.Study participants completed an online survey, responding to questions on their demographics, family structure, income, education, and attitudes about eating meat. The researchers then analyzed participants’ purchasing patterns for red meat, poultry, fish, and plant-based foods.
The researchers found that while the majority of participants agreed that they should eat less red meat and processed meat for health reasons, these beliefs were not reflected in their purchasing trends.
Red and processed meat accounted for 63% of protein purchases, and plant-based proteins accounted for only 8% of weekly purchases.
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According to the authors, “Despite the media hype and accumulating evidence supporting sustainable protein sources, red meat preference and low regard for plant-based options are highlighted in purchase and consumption profiles. Regardless of the slow rise in the proportion of vegan, vegetarian, and red meat-free diets, the prevalence of different vegetarian diets remains modest in Finland.”
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Source-Eurekalert