Pilot study in Dutch supermarkets shows positioning meat alternatives next to conventional meat significantly shifts consumer choices.
With the world’s population rapidly increasing, sustaining current meat consumption is becoming infeasible. The livestock sector drives biodiversity loss, demands excessive land and water, and according to FAO data, contributes 14.5% of all human-caused greenhouse gas emissions. Additionally, ethical concerns and health risks, such as links between red meat consumption and heart disease, cancer, and diabetes, underscore the need for alternatives. Meat substitutes, now widely available in various forms, present a viable solution.
Effective strategies to shift food consumption can target individual cognitive factors like knowledge and goal-setting, as well as aspects of the food environment, such as how choices are presented or positioned. Supermarkets, as key food environments, provide opportunities to apply nudging techniques that influence purchasing behaviours toward these products.
A pilot study by Lidl Netherlands, in collaboration with Wageningen University and the World Resources Institute, found that placing meat alternatives next to conventional meat, significantly boosted their sales.
The result: Conducted over six months in 70 stores, the study revealed a 7% increase in meat alternative sales. While the effect diminished over time, it remained significant.
This finding highlights the importance of visibility in encouraging the purchase of environmentally friendly meat alternatives. Consumers searching for meat are unlikely to explore the vegan section for substitutes, as it doesn’t align with their primary purchasing intent. However, by positioning these alternatives within the meat section–where consumers naturally gravitate– there’s a higher chance they’ll notice and purchase them. This strategy can influence a broader range of consumers, including those not initially inclined to choose meat alternatives, thereby contributing to the reduction of greenhouse gas emissions.
Are you aware of any other nudges that help to promote planet-friendly food choices? Feel free to get in touch: hello@green-nudges.com
From Dr. Carolin Muschalik, a highly motivated and socially engaged health psychologist and behaviour change expert, dedicated to promoting healthy lifestyles and informed decision-making. With a Ph.D. in Health Promotion and Health Psychology from Maastricht University, her research has delved into both conscious and unconscious determinants of health behaviours, focusing on physical activity and red meat consumption. Dr. Muschalik has extensive experience in developing evidence-based interventions, having worked with organisations like the Federal Centre for Health Education (BZgA) and an mHealth start-up.
A behavioural science approach helped Katwijk turn scepticism into trust, fully booking energy coaches, and unlocking 100+ insulation subsidies.