The facilitators and barriers for young adults to consume plant-based protein in New Zealand.

Abstract

Background: Little is known about consumer attitudes to plant-based diets and the consumption of plant-based protein in New Zealand. Young adults are more likely to consider reducing their meat consumption and adopt plant-based diets because they are more receptive to change. Furthermore, university students are typically eager to learn about issues such as the environment, public and individual health, and animal welfare. Determining the facilitators and barriers for a student to consume plant-based protein may help to benefit population health and the environment. Objective: The aim of this project was to identify the facilitators and barriers for young adults to consume plant-based protein in New Zealand. Design: This mixed-methods study obtained both quantitative data using a survey and qualitative data via focus groups. The survey was completed online by University of Otago students aged between 18 and 22 years. Students who completed the survey and indicated an interest, were invited to take part in a focus group. Focus group participants were categorised as: ‘vegetarian’ (i.e. those who do not currently consume meat and/or animal products); ‘willing omnivores’ (i.e. those willing to replace some meat with plant-based protein); ‘unwilling omnivores’ (i.e. those unwilling to replace any meat with plant-based protein. The survey informed the questioning route for the focus groups. The recorded discussions were transcribed and uploaded to NVivo 12, in order to conduct a thematic analysis. Results: Four people participated in the ‘vegetarian’ focus group including two vegans, four people in the ‘willing omnivores’ group, and there were no participants in the ‘unwilling omnivores’ group. Six overarching themes were identified using thematic analysis: surrounding influence, socialisation, nutritional concerns, preference, convenience, and guilt. A lack of nutrition knowledge about plant-based sources of protein, iron, and vitamin B12 suggests that education is needed to motivate ‘willing omnivores’ to consume plant-based protein. Conclusion: This research indicates that affordable, tasty, convenient, and nutritious plant-based protein alternatives are potential facilitators for young adults to adopt a plant-based diet. Informing the food industry of these facilitators when designing new products will increase the willingness of consumers to try their plant-based options. Additionally, providing knowledge to consumers will support ‘willing omnivores’ to become confident that their transition towards a plant-based diet is nutritionally adequate