A consumer segmentation study for meat alternatives in Switzerland

Götze, Franziska (12 September 2017). A consumer segmentation study for meat alternatives in Switzerland In: Young Scholar Research Seminar, “Transformations in Contemporary Food Systems: Social Science Approaches to Researching the Food-Agriculture-Environment Nexus. Neuchâtel. 12.09.2017.

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The aim of this study was to identify consumer groups with regard to meat and meat alternatives. The existing literature has so far analysed the attitudes towards and motives behind the consumption of meat and meat alternatives. What is missing is a segmentation study that portrays consumer groups that are consuming or would be willing to consume meat alternatives. This study closes this research gap and thereby also shows how meat consumption is related to the consumption of alternative products. Using a questionnaire that was sent out to a random sample in the German- and French-speaking part of Switzerland, resulted in n=561. Using seven scales which are related to meat and meat alternatives, a hierarchical cluster analysis identified six consumer segments. These cover all types of consumers, from the uncompromising meat eater to the health-conscious meat avoider. The results show that meat alternatives are not always a substitute for meat, but can be a complementary product as well. This study contributes to the scientific body of literature by providing useful information for the food industry involved in producing and marketing meat alternatives.

Item Type:

Conference or Workshop Item (Paper)


School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production


Götze, Franziska0000-0001-9022-0880


H Social Sciences > H Social Sciences (General)




Franziska Götze

Date Deposited:

07 Feb 2020 10:03

Last Modified:

18 Dec 2020 13:29

Uncontrolled Keywords:

Meat alternatives; market segmentation; cluster analysis; Switzerland



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