Replacement of animal-based products with plant-based products promotes environmental sustainability and reduces the risk of cardiovascular diseases and type 2 diabetes. Consumers are aware of recommendations towards healthier and more sustainable food consumption, but often they do not follow them. The aim of this study was to examine barriers and facilitators towards adopting a more plant-based diet among Danish consumers. Data was collected through an online survey during October 2017. The topics in the questionnaire was based on recent findings from published literature on the subject. A total of 462 consumers were segmented based on their frequency intake of animal-based products. Segments were characterized by their attitudes towards plant-based diets using a logistic regression. Four segments were identified: Low All (n = 220), High All (n = 70), High Meat (n = 48), and High Dairy (n = 124). Negative attitudes about protein content, satiety effect, taste, environmental and health effects were identified as barriers towards adopting a more plant-based diet, for segments with a high intake of either meat or all animal products. The segment with a low intake of animal products held positive attitudes towards the ease of cooking, taste, protein content, satiety effect, and availability of plant-based food, indicating that these attitudes serve as facilitators towards adopting a more plant-based diet. The results can be used to inform industry and targeted health campaigns towards promoting plant-based diets in Denmark and similar countries.

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