Meat consumption and consumer attitudes – A Norwegian perspective
Peer reviewed, Journal article
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Norway has lower meat consumption than other North European countries. Meat is acknowledged as important for food security in Norway, as Norway's agricultural possibilities are best suited for free-ranging and self-foraging animals. Meat has a strong position in the Norwegian diet, particularly as a centrepiece for special occasions. Good taste, product variety, and affordable price make meat a convenient choice. Norwegian consumers are not worried about animal welfare in local production, nor highly driven by environmental motives for reducing their consumption. Meat analogues have a very small market share, and taste and processing level do not make it a primary replacement for meat reducers. Still, Norwegian consumers' attitudes towards meat have become more diverse in later years. More consumer segments display meat-reducing behaviours citing both health and sustainability reasons. Females are particularly interested in reducing meat consumption, young age and urban lifestyle are other characteristics of meat reducing segments.