Fifty-five percent of US Midwest university students have tried a plant-based meat alternative and attributed this choice to the enjoyment of new food, curiosity about the products, and environmental concern, according to a new study in the Journal of Nutrition Education and Behavior, published by Elsevier. 

For several decades, there has been a steady growth in consumer concerns about the environmental sustainability of the global food supply, animal welfare ethics and human health consequences of red meat intakes. 

Researchers studied enrolled students aged 18-30 at Iowa State University, US, to assess the prevalence of plant-based alternatives to meat consumption in students and describe associations between demographics, environmental concern attitudes and consumption.

“Among the 1,400 students surveyed, we found about 55 percent had tried a plant-based alternative to meat. Individuals who ate plant-based products were more environmentally conscious, more likely to be vegetarian, and more likely to be out-of-state students – so not from Iowa,” says lead author Elizabeth Davitt, MS, Food Science and Human Nutrition at Iowa State University.

Spotlight on Iowa
When evaluating why there is a correlation between out-of-state students and willingness to try plant-based meat alternatives, Davitt suggests considering wher the study is conducted. 

“This university in-state is well known for its agriculture degree programs. Iowa is also a top producer of hogs and chickens and a top grower for livestock feed. So, that could add some nuance to that result.”

Among the 1,400 students surveyed, 55 percent had tried a plant-based alternative to meat.Enjoying new foods
Respondents’ motivation for trying plant-based meat alternatives also included:

• Enjoying and trying new foods.
• Being curious about these products.
• Thinking they would taste good.
• Receiving encouragement from family and friends. 

Individuals who did not consume plant-based meat alternatives had a less favorable view of meatless meals.

“There are many reasons people chose the foods they eat, but we did find that having a more positive attitude about the environment was associated with having tried a plant-based meat alternative in college students,” Davitt says.

Plant-based power
In line with Innova Market Insights’ top Trend for 2021, “Plant-Forward,” the theme spotlights expansion to different regions and categories this year. As plant-based trends reach global phenomenon status, this year’s Top Ten Trends report sees a renewal of 2020’s “Plant-based Revolution Trend.”

The accelerated demand for new plant-based formats and more sophisticated alternatives is forecasted for upcoming successful launches. In particular, lab-grown foods have the potential to disrupt the industry with acceleration from animal welfare interests.

Further, new tastes, textures and experiences are on the plant-based horizon, according to Roquette.

Kerry recently revealed that 37 percent of plant-based consumers in Europe want better-tasting protein alternatives.