Published 2021

Read in Norwegian

Publication details

Journal : Food Research International , vol. 149 , 2021

International Standard Numbers :
Printed : 0963-9969
Electronic : 1873-7145

Publication type : Academic article

Contributors :

Research areas

Consumer insight

If you have questions about the publication, you may contact Nofima’s Chief Librarian.

Kjetil Aune
Chief Librarian
kjetil.aune@nofima.no

Summary

Consumers are increasingly interested in health and sustainability aspects of their diets. Meat reduction diets have gained popularity with some consumers, leading to an increase in plant-based products in the markets. Additionally, the demand for more natural and healthier products is associated with the clean label trend. But how these two trends relate to each other, has not yet been widely investigated. The aim of the present research was to explore the perception of different consumers (vegans, vegetarians, flexitarians and omnivores), towards clean label, plant-based products in order to better understand their motivations and attitudes. Consumers in Spain, followers of these four diets, participated in a projective mapping task - categorisation of twenty plant-based products (ten clean label and ten original products) - and answered a health and sustainability attitudes survey. The results showed that according to the diet followed by the consumers, they categorised and perceived the products differently, in line with their attitudes. Meat-reducer and avoider consumers paid more attention to quality and health and presented a greater concern for animal welfare and sustainability. Also, they focused on the clean label status for product categorization, while omnivores did not separate between original and clean label products. The present study shows a first exploration of how consumers with different relation to meat (frequent consumption-reduction-avoidance) perceive clean label plant-based products, in relation to their attitudes to health and sustainability, a building block on the way to support consumers in the transition to healthier, more sustainable diets.

Topics associated with the publication

Secret Link