Research finds that plant-based meat consumption is reducing across the UK, despite a greater uptake of other climate-friendly practices. How do we drive commercial growth again?
It’s safe to say that barbecue season has well and truly arrived, but as the nation soaks up the summer sun, there’s a worrying trend which left unchecked, could help push temperatures uncomfortably high and bring more extreme weather such as floods and droughts.
After a spell of rising popularity, there are less likely to be plant-based meat burgers on the grill this year. Consumption of plant-based meat is shrinking and some brands are cutting their ranges or even struggling for survival.
Why are people turning away from plant-based meat adoption?
The cost of living crisis has a huge role to play, as consumers trim their food budgets and more expensive plant-based products fail to make the cut. But price sensitivity isn’t the only thing standing in the way of greater plant-based meat adoption. Barriers range from concerns about taste and texture to weak brand equity not driving value in the minds of consumers.
This is not great news for our warming planet. It’s well documented that eating less meat is a powerful way to reduce emissions and help tackle climate change. Reversing this trend isn’t just about delivering commercial growth – it’s a crucial opportunity to encourage a more climate-friendly way of living.
Data from Mintel finds that roughly a quarter of the UK population eat plant-based meat at least once per week. How can we get the other three quarters to choose plant-based meat more often? To effectively change mainstream behaviour, we need to get to grips with what’s actually holding these consumers back.
Men eat more meat and are less open to becoming vegetarian
Research has found that compared to women, men eat more meat and are less open to becoming vegetarian. It’s also the case that the more men conform to traditional gender roles, the more frequently they’re likely to eat beef and chicken and the less they are open to vegetarianism.
Which brings us back to barbecues. Search Google Images for pictures of a person barbecuing and you’ll find yourself scrolling through endless images of men grilling sausages and steaks. Although we’ve broken down many of society’s rigid gender stereotypes over the years, for many, eating meat continues to be closely linked to being a male trait.
The more men conform to traditional gender roles, the less they are open to vegetarianism
We all have a certain image of ourselves, and the groups we see ourselves as belonging to, which is reinforced through our behaviours and choices. All of which means that for these men, the idea of giving up meat can actually threaten their sense of identity and group belonging.
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