The aim of this study was to identify consumer groups regarding meat and meat alternatives, which are homogeneous in themselves but very different from one another. To date, the literature has analysed the attitudes towards, and the motives behind, the consumption of meat and meat alternatives. However, segmentation research portraying homogeneous consumer groups that are consuming or willing to consume meat alternatives is lacking. This study closes this research gap and, in doing so, also shows how meat consumption is related to the consumption of alternative products. A questionnaire was sent out to a random sample in the German- and French-speaking parts of Switzerland, resulting in 561 responses. A hierarchical cluster analysis using seven scales revealed six distinct consumer groups, which covered all types of consumers, from the uncompromising meat-eater to the health-conscious meat avoider. The results show that meat alternatives are not always consumed as a substitute for meat but can also be a complementary component in one’s diet. This study contributes to the scientific literature by providing useful information for the food industry involved in producing and marketing meat and meat alternatives to different target groups.

The market share of organic food in Switzerland is high compared with that in other European countries, and has grown notably in recent years. However, little is known about why the market share of certain organic food products is higher than that of others. Swiss household expenditure data distinguishing between organic and conventional products allow an analysis at the product level. As a result, factors which determine the market share level of different organic food products are identified. Based on the results of this study, the driving factors are categorised into three dimensions. First, a low level of processing is positively related to the organic market share. This suggests that communicating the benefits of organic food is more successful for unprocessed than for processed products. Second, products with high price premiums as well as products that are of importance for the household in terms of its food budget have a clear disadvantage on the market. Third, Swiss consumers seem to have a high preference for domestically produced organic food, since the characteristic of being an imported product is negatively related to the organic market share. The results give a first understanding of what is important to Swiss consumers when it comes to the consumption of organic food. The findings imply that supporting organic agriculture in Switzerland is still promising from a policy perspective as long as the price premium for organic quality stays at a reasonable level.

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Purpose The purpose of this paper is to gain a deeper understanding of the market for sustainably produced domestic products by categorising consumers into homogeneous groups. Thereby, the role of sustainability in the purchase of domestic products should also be identified. Design/methodology/approach Paper-and-pencil questionnaires were sent to a random sample of Swiss households and completed by 1,174 individuals from the German- and French-speaking parts of Switzerland. A principal component analysis resulted in 12 components, which were then used in a hierarchical cluster analysis. Findings For all the identified consumer segments except one, sustainability or product origin (or both) is an important decision criterion that influences their food shopping behaviour. The results show that patriotism is not necessarily the only reason for buying domestically produced food and agricultural products. The decision to buy domestic food products is also associated with ecological, economic and social sustainability as well as other factors, such as healthfulness, regionality and seasonality. Originality/value The study shows how the sustainability and consumption of domestic food products are linked and reveals important drivers of consumption.