A consumer segmentation study for meat alternatives in Switzerland

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.