Consumption of meat and plant-based meat alternatives in Finland following updated nutrition recommendations: a cross-sectional survey
Terhi Junkkari, Jarmo Alarinta, Karri KallioPurpose
Dietary transitions towards reduced meat consumption are widely promoted for health and sustainability reasons, but empirical knowledge of current patterns of protein source consumption is limited. This study aims to examine consumer motivations and reported protein source choices among Finnish survey respondents following the publication of the updated Finnish Nutrition Recommendations, which were released in November 2024.
Design/methodology/approach
An exploratory online cross-sectional survey (n = 617) was conducted in April 2025, approximately six months after the publication of the updated recommendations. The questionnaire assessed dietary patterns, the frequency of consumption of meat and plant-based meat alternatives and factors influencing protein source selection. The use of plant-based fish alternatives was also assessed to provide additional context for the study.
Findings
Meat was the most frequently reported protein source, particularly among men and younger respondents. Women and older age groups reported more frequent use of plant-based meat alternatives and women placed greater importance on ethical considerations, sensory attributes, price, ease of use, availability and naturalness. Age-related patterns suggest that frequent meat consumption may coexist with experimentation with plant-based meat alternatives, especially among younger adults. Regional differences were modest, with lower use of plant-based meat alternatives in South Ostrobothnia compared with other regions. Overall, the reported consumption patterns were only partially consistent with the direction of the updated nutrition recommendations.
Originality/value
By providing timely post-policy evidence from a high-income Nordic context, this exploratory study contributes to understanding associations between demographic characteristics, consumer motivations and protein source choices.