Meat consumption and consumer attitudes – A Norwegian perspective
Publication details
Journal : Meat Science , vol. 192 , 2022
International Standard Numbers
:
Printed
:
0309-1740
Electronic
:
1873-4138
Publication type : Academic article
Links
:
DOI
:
doi.org/10.1016/j.meatsci.2022...
ARKIV
:
hdl.handle.net/11250/3010739
Research areas
Consumer insight
Sustainability
Trends
If you have questions about the publication, you may contact Nofima’s Chief Librarian.
Kjetil Aune
Chief Librarian
kjetil.aune@nofima.no
Summary
Norway has lower meat consumption than other North European countries. Meat is acknowledged as important for food security in Norway, as Norway's agricultural possibilities are best suited for free-ranging and self-foraging animals. Meat has a strong position in the Norwegian diet, particularly as a centrepiece for special occasions. Good taste, product variety, and affordable price make meat a convenient choice. Norwegian consumers are not worried about animal welfare in local production, nor highly driven by environmental motives for reducing their consumption. Meat analogues have a very small market share, and taste and processing level do not make it a primary replacement for meat reducers. Still, Norwegian consumers' attitudes towards meat have become more diverse in later years. More consumer segments display meat-reducing behaviours citing both health and sustainability reasons. Females are particularly interested in reducing meat consumption, young age and urban lifestyle are other characteristics of meat reducing segments.