Driving forces of the protein transition

Aim

Moving away from meat-heavy diets and towards more plant-rich diets is beneficial for public health and the environment.

This study investigated current food consumption practices and why consumers continue to express little to no intention to reduce meat consumption behaviour, despite overwhelming scientific evidence that a change towards more plant-based diets is essential.

Method

This study design was a ‘meta-review’, or systematic review of systematic reviews, following PRISMA and meta-review best practice guidelines.

Types of reviews included systematic studies in English, published between 2019 and 2023. All types of participants were included.

The focus areas were concerning meat reduction strategies, acceptance of alternative protein sources, consumer behaviour and behaviour change.

Key findings

23 studies were included in this review. The systematic reviews focused on environmental, health, and animal welfare motivators.

Authors observed that environmental reasons are not usually a motive to reduce meat consumption. Even when presented with facts linking meat consumption to climate change, consumers did not consider the environment an important aspect when buying/ eating meat.

Health and nutrition were found to positively influence willingness to reduce intake. Emotions such as feelings of guilt or disgust (for example at the thought of eating insects, or animal suffering) can either motivate or demotivate change.

Perceptions can influence behaviour. An investigated method was to promote alternative proteins as unique products rather than direct meat replacements, delivering a "novel culinary experience" devoid of animal products. Studies demonstrate that highlighting gains in healthfulness, safety, nutritional value, taste, and risk perception might increase consumer adoption of more alternative proteins.

Strong meat-eating habits pose a considerable barrier to reducing meat consumption. However, habits have the potential to support long-term behaviour change once they have been established. Research suggests that repeated consumption of meat substitutes is required to develop a positive attitude.

Capabilities including awareness, culinary skill, familiarity, food neophobia and taste, plus opportunities such as social environment, culture, price and affordability were all seen to play a role in consumer behaviour. Environmental redesign, motives, and taste showed the largest amount of research and the strongest evidence for driving protein transition.

The authors propose strategies such as menu redesigns with more visible plant-based options and "try before you buy" campaigns to raise awareness, taste trust, and assist people to overcome unfamiliarity.

Conclusion

This meta-review provides a broad and comprehensive view into dietary behaviour change.

Authors indicated motivation, capability, and opportunity as factors that need to be addressed to shape and sustain the protein transition. Within these categories, emotions, recipe re-design (i.e. plant-based by default), culture change, awareness and taste showed to be the most promising drivers.

The authors recommend that the findings of this review be used to build policy interventions aimed at significant driving forces to lead consumers towards protein transition.

The authors make numerous study recommendations, including research on protein alternatives and attitudes towards them, framework development, understanding behaviour change, understudied areas of concern, and policy-related research.

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