The Australian plant-based meat industry has witnessed significant growth in recent years, with projections estimating it to reach a value of A$3 billion by 2030. However, despite this growth, most consumers continue to opt for traditional meat or vegetable dishes when dining out. To understand the reasons behind this behavior, a study was conducted involving 647 Australians to explore why they avoid ordering plant-based meat dishes in restaurants. The study revealed six distinct types of diners who exhibit varying attitudes towards plant-based meat alternatives:
Type 1: Environmentally Conscious, Plant-Based Meat Eater
Diners in this category have no qualms with meat alternatives and enjoy experimenting with them at home. They have their preferred brands but also dislike certain products. To avoid the risk of consuming a product they find unpalatable, they prefer to stick to traditional vegetable dishes when dining out. Their primary concern lies in protecting the planet rather than their personal health.
Type 2: Health-Conscious, Plant-Based Meat Supporter
Similar to Type 1 diners, Type 2 diners also support plant-based meat alternatives but place greater emphasis on personal health and fitness. They prefer to ‘just eat the vegetables used to make the fake meat,’ as one study participant stated, due to their perception that meat alternatives contain excessive amounts of sodium, soy, fat, sugar, and genetically modified ingredients.
Type 3: Curious Plant-Based Meat Avoider
Diners in this category typically order meat dishes and occasionally opt for vegetable options. They remain on the fence regarding plant-based meat. While they express curiosity about trying it, they lack familiarity with it and are hesitant to risk disappointment. As one Type 3 diner explained, “If I were offered a sample, I would be more inclined to try it but […] the risk of it being disappointing doesn’t justify the cost.”
Type 4: Skeptical Plant-Based Meat Avoider
Similar to Type 3 diners, Type 4 diners primarily order meat dishes over vegetable options. They hold the belief that meat alternatives are unhealthy, claiming that “reading the back of plant-based meat packages will typically reveal a plethora of chemicals.” They distrust the technology used in creating plant-based meat and disapprove of the concept of mimicking meat with plants and using similar names, such as ‘burger’ or ‘steak.’
Type 5: Indifferent Meat Lover
Diners in this category have no objections to plant-based meat but would not actively consider ordering it. Meat consumption is an integral aspect of their restaurant experience, and they question the ability of plant-based alternatives to replicate the taste and texture of meat. While they acknowledge that their family and friends also mostly order meat dishes, they do not object to restaurants offering meat alternatives as long as they are clearly labeled and do not limit the availability of meat options. They maintain the belief that meat consumption is natural, as expressed by one diner who stated, “There is a nutritional requirement for animal meat inherent in humans.”
Type 6: Critical Meat Lover
Diners in this category harbor a deep dislike for plant-based meat. They cannot comprehend why anyone would choose a plant-based alternative over meat and question its significance. Several participants expressed regret after trying plant-based meat, describing it as “garbage.” They resonate with David Attenborough’s statement that “We must change our diet. The planet can’t support billions of meat-eaters.” However, they fail to recognize the environmental benefits of occasionally opting for plant-based meals over meat dishes.
The study highlights the need for restaurants to find innovative ways to promote plant-based meat dishes and overcome the barriers faced in encouraging diners to order them. Some effective strategies include:
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Providing complimentary samples:
This helps reduce the fear of disappointment and allows diners to experience the taste and texture of plant-based meat firsthand.–
Serving plant-based meat by default:
This disrupts the習慣 of ordering meat dishes and encourages diners to give plant-based alternatives a try.–
Using indulgent language to describe plant-based meat:
Avoid negative or unappealing terms like ‘vegan’ and instead focus on highlighting the美味 and satisfying qualities of the dish.–
Providing health information:
This helps combat the misconception that meat alternatives are less healthy than meat, which is often not the case.–
