Understanding meat consumption in later life: A segmentation of older consumers in the EU

Protein intake is important for the maintenance of health, independence, and quality life especially older adults, yet expanding population at risk not consuming adequate levels. Notwithstanding its importance in terms dietary protein choice has major ramifications state environment climate change, with meat holding most weight environmental impact diets. To support consumers making environmentally sustainable choices, this study aims to gain deeper understanding consumers’ consumption behavior by profiling consumer segments on basis their liking. Results were obtained through a 2019-survey among 2,500 community-dwelling adults aged 65 years or above Finland, Poland, Spain, Netherlands, United Kingdom. Three identified means two-step cluster analysis: heavy consumers, medium light consumers. The differed significantly several socio-demographics background characteristics, appetite, intake, attitudes towards plant-based ‘meat’ substitutes, liking sources other than meat. Health sustainability food motives determinants being classified as compared whereas fussiness, sensory appeal, familiarity consumer. Understanding implications designing strategies meet needs an way.