Tofu or certified meat: Choices of the young generation

Young adults between the ages of 18 and 35 are more attuned to plant-based diets than ever before, as highlighted in the recent Agrifoodmonitor 2023. This study, conducted by Wageningen Economic Research on behalf of the Agri & Food Top Sector, reveals that this age group values a diet with fewer animal products, such as meat and milk, more than the average consumer. The driving forces behind this preference are environmental considerations, health benefits, and ethical reasons.

This younger generation is more adventurous in their dietary choices, gravitating towards a wider variety of foods and often opting for plant-based alternatives like soy milk and tofu. While both segments - young adults and the average consumers - lean towards a balance between plant-based and animal-derived foods, a pronounced preference for animal products remains. They often choose smaller portions or more sustainable options, such as certified meat or substituting beef with chicken.

A noteworthy trend is the direct correlation between young adults' personal moral obligation to consume fewer animal products and their appreciation for a plant-centric diet. This particular group, often consisting of highly educated men in urban areas with a decent income, actively adopts various strategies for a more plant-based diet. Conversely, those who don't feel this moral obligation are less inclined to give up their favorite meat dishes, although they are receptive to more sustainable meat choices.

Respondents of all ages believe that the responsibility for transitioning to more sustainable food choices rests both with individuals and the government. While the agricultural and food sectors are perceived to be contributing to this shift, animal-based sectors like poultry and pig farming are expected to contribute less to this transformation.

Check out the 'Agrifoodmonitor 2023' (Dutch only).
Wur.nl