Distinguishing meat reducers from unrestricted omnivores,vegetarians and vegans: A comprehensive comparison of Australian consumers

Meat reducers are a growing but largely unexplored population subgroup in Australia. A comprehensive understanding of individual characteristics associated with meat consumption preferences can help inform strategies aimed at encouraging healthier and more environmentally sustainable food choices. Using online survey data from a nationally representative sample of 2797 Australian food shoppers, this study 1) compares characteristics (dietary, psychosocial and socio-demographic) of consumers with distinct self-identified dietary preferences (unrestricted omnivores, meat reducers, vegetarians and vegans); 2) identifies the psychosocial and socio-demographic predictors of the meat-reducer diet group; and 3) determines whether predictors of the meat-reducer diet group differ based on diet group classification method (i.e. self-identified dietary preferences versus self-reported consumption frequency of animal-source foods). Results reveal that relative to unrestricted omnivores and meat avoiders, meat reducers are unique with respect to their meat consumption behaviours; beliefs regarding the nutritional adequacy and food choice adequacy of meat-free diets; and the relative importance they place on egoistic food choice factors. Considering self-identified dietary preferences, multivariate regressions found that stronger beliefs regarding meat-free diet adequacy and lower importance placed on egoistic food choice factors predict meat reducers relative to unrestricted omnivores; and weaker beliefs regarding meat-free diet adequacy and higher importance placed on egoistic food choice factors predict meat reducers relative to meat avoiders. Findings from this study can provide insight on how to more holistically address the concerns and motivations of consumers with distinct meat consumption preferences.