Plant-based foods in Canada: information, trust and closing the commercialization gap

Abstract

Purpose Despite the growing awareness of links between meat consumption and human, animal and environmental health, consumption rates of protein rich plant-based foods (PBFs) in Canada remain relatively low. The purpose of this paper is to better understand how information sources and trust relate to PBFs in Canadians’ diets, and how these variables may factor into closing the commercialization gap for PBFs in Canada. Design/methodology/approach A geographically representative sample of Canadians (n=410) participated in a 20-minute, online survey. The survey consists of 24 questions covering demographic characteristics, motivations behind current and future food choices, frequency of current PBF consumption, sources of information about PBFs and trust levels of these sources. Findings Most Canadians get information about PBFs from labels, the internet and family and friends, but only half trust these sources to provide accurate information. Sources of information (e.g. licensed health care professionals) that rank high in trust are only consulted by a minority of respondents. Several information sources (e.g. family and friends) are associated with consumers’ willingness to try new PBFs, whereas other sources (e.g. labels) are associated with Canadians being unlikely to try new PBFs. Originality/value Understanding the patterns of where Canadians access information about PBFs and what sources of information are trusted can help to strategically place information about PBF qualities among select information sources and to remove some of the information barriers contributing to the PBF commercialization gap.

Market-oriented Development of Plant-based Food and Beverage Products: A Usage Segmentation Approach

“…Likewise, the most prominent barriers to PBP consumption identified by non-PBP consumers (not seeing a need to change their diet, and concerns about taste), are consistent with those in the literature; for example, that unfamiliarity with these products (Hoek et al, 2011;Schösler et al, 2012) and concerns about their sensory attractiveness in comparison to meat (Bryant, 2019;Clark & Bogdan, 2019;Hoek et al, 2011), were the greatest barriers to consumption of PBPs. It has been previously identified that PBPs are often consumed in addition to meat or dairy products, rather than as a replacement, and that many PBP consumers still see meat as an essential part of their diet (Mintel, 2018).…”

“…This finding could however also be attributed to lack of access to PBPs in rural areas, as those in more urban areas are likely to have larger supermarkets with a larger range of products. According with this suggestion, Clark and Bogdan (2019) found availability to be a barrier to consumption of PBPs. This study's findings regarding the most popularly consumed PBPs can therefore inform distribution of PBPs in convenience or smaller stores, so that stores which can only carry a limited range of PBPs are aware of which are most likely to be purchased.…”

“…Despite the strong influence of the aforementioned motivations, barriers to PBP consumption remain for many consumers. These include unfamiliarity with these products, lack of sensory appeal, cooking skills, concerns about protein content and satiety, availability, and affordability (or perceptions about affordability) (Clark & Bogdan, 2019;Hoek et al, 2011;Pohjolainen et al, 2014;Reipurth et al, 2019;Schösler et al, 2012). Although some consumers may be willing to reduce their meat consumption, actual behavioral change may be hindered by lack of knowledge, motivation, or capability; as well as the fact that eating meat (and dairy) is a traditional cultural practice embedded in many societies (Stubbs et al, 2018).…”

“…In addition, concerns about taste were a significant barrier to consumption for non-PBP consumers. The literature has considered in particular how the inability of meat substitutes to replicate the sensory properties of their meat equivalents can be a barrier for consumers (Clark & Bogdan, 2019); albeit the issue of taste in comparison to meat has been found to be different for different segments of consumers. Those who do not consume meat alternatives frequently prefer meat alternatives to taste like meat, while those who do consume meat alternatives frequently do not have this same desire for the taste of meat to be replicated (Hoek et al, 2011).…”

Health Benefits of Cereal Grain- and Pulse-Derived Proteins

“…Adequate protein consumption is often a concern in diets that do not rely on animal protein. In North America, plant-based foods occupy just under 10% of the market share for protein-rich food products, though this number is projected to continually increase due to the increase in the number of consumers following flexitarian, vegetarian and vegan diets [30]. In particular, the 2020 Canada's food guide has put an emphasis on consuming plant protein foods [31].…”