Understanding meat and fish consumption: Socio-demographic and value insights from five European countries

Current dietary patterns in developed countries, characterised by high intakes of processed and animal-source foods, are linked to increased obesity and diet-related non-communicable diseases, as well as environmental burdens. This paper investigates determinants of red meat, white meat, and fish consumption across five European countries, using representative survey data from over 10 000 individuals. Our findings reveal that men consume more red meat and fish than women, though, when adjusted for body weight, women consume significantly more white meat and fish. While vegetarians are mostly people younger than 35 years, meat eaters in the same age category tend to eat more red meat than older people. Cross-country differences highlight the need for localised policy approaches. Individual values also shape dietary choices. Security-oriented people prefer red meat, while altruistic individuals consume less of it. Biospheric values, while strongly associated with being vegetarian, show no significant association with meat or fish intake. To reduce red meat consumption, policies should highlight health benefits of eating less meat, with messages tailored to specific demographic groups. Additionally, enhancing meat alternatives' affordability, taste, and appearance is essential for promoting dietary shifts.