A slow road from meat dominance to more sustainable diets: an analysis of purchase preferences

Abstract

BackgroundAchieving a sustainable and healthy diet requires increased replacement of red meat with more sustainable foods. There is a call for novel methodologies to assess the potential of different interventions and policies in enhancing the transition from the current to more sustainable choices.ObjectiveWe aimed to characterize consumer clusters with similar preferences in protein sources, to compare the purchase prices of these foods, and to identify ongoing transitions from one protein source to another.DesignGrocery purchase data with individual attributes on 29,437 consenting loyalty card holders were analyzed over 2.3 year period. We designed a sequence analysis to group participants to clusters with similar purchase preferences over the follow-up period and to estimate transition probabilities between preferences. We studied the determinants of prevalent purchase profiles by ordinal logistic models.ResultsWe identified six participant profiles with similar preferences in four protein sources: red meat, poultry, fish, and plant-based foods. Red meat dominated the purchase preferences and showed the highest persistence over time. The majority (70%) of the participants demonstrated somewhat mixed purchase profiles. A step-by-step transition from red meat towards plant-based food preference seems most likely via poultry and fish. Overall, low income was not a barrier to a more sustainable purchase profile, while price may deter the purchase of fish. The most important resources in choosing more sustainable profiles were education and stage of family life.ConclusionsSocietal incentives for sustainable food choices seem most crucial at transition stages of life course and for the less educated. Here we also demonstrate that grocery purchase data offer a valuable tool for monitoring the progressive transition towards a healthy and sustainable food system.

Perheen tulojen ja koetun toimeentulon yhteys lapsen ruokavalioon

“…Osa havaitsemistamme eroista voi selittyä ruoan hinnalla (12). Tyypillisesti energiatiheät, mutta muuten ravintotiheydeltään heikommat ruoat ovat edullisia, kun taas esimerkiksi kala (42,43), hedelmät ja kasvikset kuuluvat kalliimpiin ruokaryhmiin (43). Suomalaisperheillä epäterveellisten elintarvikkeiden osuus ostosten kokonaishinnasta on todettu olevan suurinta alimmissa tuloluokissa (14).…”

Food purchase behaviour in a Finnish population: patterns, carbon footprints and expenditures

“…On the other hand, the prices of legumes and grains, considered both healthy and climatefriendly, can be substantially less expensive per kJ than meat (15) . Our previous study showed that plant-based protein sources were bought, on average, for a cheaper price than meat (16) . In addition, in a US study, vegetarians spent less money on food purchases than meat eaters (17) .…”