Motivators and barriers to plant-based product consumption across Aotearoa New Zealand flexitarians

Limited knowledge exists concerning Aotearoa New Zealand (A-NZ) flexitarians and their respective motivators and barriers towards consumption of novel plant-based products (PBPs) heralded as aids for dietary meat reduction. This study aimed to determine if A-NZ flexitarians, who have tried novel PBPs, can be segmented based on different motivators and barriers to meat reduction and PBP consumption, if the consumer profile of the different segments varies according to identified gender, generation group, neophobia and meat and PBP consumption frequency. It also aimed to identify sensory characteristics novel PBPs need to possess to be attractive to A-NZ flexitarians and if these vary across segments. PBP-consuming flexitarians (n = 584), stratified according to age (Millennial/Gen X), identified gender and meat consumption frequency, completed an online survey regarding a) their level of agreement regarding statements related to factors driving PBP consumption and flexitarianism in general, and b) their satisfaction with the sensory experience of consuming current PBPs. ‘Tastes good’ was the top-rated factor for selecting PBPs for all consumers, but most were dissatisfied with the sensory characteristics of current PBPs. K-means cluster analysis identified three flexitarian segments based on similarities and differences in key motivations and barriers to consume PBPs. Attitudes and behaviours related to nutrition/health, and social status attained from eating both PBPs and meat products, accounted for most variation across the respondents. Overall, higher food neophobia was associated with higher PBP consumption, suggesting that neophobia itself is not necessarily a barrier to PBP consumption in A-NZ flexitarians. Improving the sensory profiles of PBPs whilst delivering nutritional requirements presented as key considerations for future product development and research. This research highlights the importance of understanding the distinct values, attitudes and behaviours of different flexitarian groups as opposed to generalised research aimed at flexitarians per se.