Understanding and tackling meat reduction in different cultural contexts: a segmentation study of Swiss and Vietnamese consumers.

Objective: This study aims to disclose and compare meat consumer segments in Switzerland and Vietnam, which differ in terms of their socioeconomic and cultural settings (the former is a developed country, and the latter is an emerging one) to develop a set of segment-specific recommendations that might be applied to consumption in comparable contexts, that is, in other developed countries and other emerging economies. Methods: Data were collected through two online surveys: one for Swiss residents from randomly selected households and one for Vietnamese urban residents recruited via snowball sampling. The final sample size was N = 643 for Switzerland and N = 616 for Vietnam. Hierarchical cluster analyses followed by K-means cluster analyses revealed five distinct clusters in both countries. Results: Three clusters were common to both countries: meat lovers (21% in Switzerland and 19% in Vietnam), proactive consumers (22% in Switzerland and 14% in Vietnam) and suggestible consumers (19% in Switzerland and 25% in Vietnam). Two were specific to each country, namely traditional (19%) and basic (21%) consumers in Switzerland and confident (16%) and anxious (26%) consumers in Vietnam. Conclusion: Relying on voluntary actions, nudging techniques, private initiatives and consumers' sense of responsibility will certainly be useful but will nevertheless be insufficient to achieve a planetary health diet within the given timeframe (the 2030 Agenda for Sustainable Development). Governments will have no choice but to activate all levers within their sphere of influence - including regulatory measures - and oblige private sector actors to commit to the measures imposed on them. A binding international agenda with common objectives and measures is a judicious approach. Unlike most previous studies, which focused on meat consumption intensity and frequency or diet type to segment consumers, our approach, based on psychographic profiles, allows the identification of segments that share common drivers and barriers and thus the development of better-targeted measures to reduce meat consumption.

Socio-behavioural factors influencing meat intake and meat reduction intention in Vietnam and Switzerland.

Meat consumption is declining in developed countries but increasing in emerging countries. This study, for the first time, compares the socio-behavioural factors influencing individuals' meat consumption level and meat reduction intention between Vietnam, an emerging economy and Switzerland, a developed country. Online consumer surveys were conducted in late 2022, yielding 552 usable replies from Switzerland and 592 from Vietnam for this study. Drawing upon an extended Protection Motivation Theory and using structural equation modelling, we found similarities as well as differences in the determinants of meat consumption behaviour. Perceived health risks of meat overconsumption, self-efficacy of meat reduction, attitude toward ethical and environmental issues, and pressure from family members' reluctance to change diet drove the intention to reduce meat in both countries. Meat attachment emerges as the most important determinant of meat consumption level in not only Switzerland but also Vietnam and thus presents the largest barrier to meat reduction. The association between response cost of eating less meat and intention to reduce meat was negative in Switzerland but positive in Vietnam. Self-efficacy of meat consumption reduction influenced meat consumption level solely in Switzerland. Ethical and environmental attitudes significantly facilitated meat reduction intention of Swiss respondents only, reflecting cultural differences. Policy implications were discussed.

A segmentation of Swiss fluid milk consumers and suggestions for target product concepts.

The objective of this study was to understand the priorities and motives of Swiss consumers when choosing and buying fluid milk and to provide evidence-based recommendations for the development of target product concepts and category adaptations. Data were collected through a postal survey sent to a randomly selected sample of German-speaking Swiss residents, yielding a final sample size of n = 712 (39% response rate). Hierarchical cluster analysis disclosed the presence of 3 distinct consumer segments: the uncompromising consumers (24%), who have high and numerous expectations; the locavores (56%), who ensure that they consume primarily milk of local origin; and the indifferent consumers (20%), who have modest expectations, especially in taste, origin, and production conditions. The market review revealed that none of the 7 largest market players offered the right product mix to match the needs of its effective or targeted consumers. Overall, the current offer is too broad and untargeted. A large share of the offer lacks sufficient differentiation; furthermore, available added-value concepts often do not combine the right product attributes. Based on these results, 5 product concepts were elaborated. Two products were designed for the uncompromising consumers: a protein-enhanced, semi-skimmed (1.5%) milk and a fair milk (fair price paid to the milk producers); a twin concept was designed for the locavores: a 100% local pasteurized milk available in both conventional and organic quality; and one product was designed for the indifferent consumers: an all-purpose, long-life, part-skimmed (2.5%) milk. By including the product concepts dedicated to their targeted consumers' segments and downsizing their assortment depth, retailers could optimize their sales per square foot.

Breakfast eating patterns and drivers of a healthy breakfast composition.

Breakfast has long been described as the most important meal of the day. While breakfast habits and their consequences on children's health and performance are well documented, studies on the adult population are lacking. The present study will fill this gap, providing a comprehensive picture of the Swiss breakfast habits and insights into the determinants of a healthy breakfast composition. Data were collected through a postal survey sent out to a randomly selected sample of 1917 German-speaking Swiss residents, yielding a final sample size of N = 460. Breakfast habits were disclosed, and individual breakfast healthiness scores were assessed by two nutrition specialists. A multiple regression analysis was then performed to investigate the influence of several motivational, socio-demographic, health- and knowledge-related determinants on breakfast healthiness. The sample showed recommendable habits in terms of consumption frequency and quite traditional eating patterns, illustrated by the prevalence of continental breakfasts and equally marked by the frequent consumption of dairy products. Overall, the Swiss breakfast composition is moderately healthy, lacking fruits and whole grain products. Paying attention to healthy food choices in general, higher education level, being a woman and reporting to be fit are factors linked to a healthier breakfast composition; while preferences for low-fat, familiar or convenient foods are correlated to less healthy patterns. Given the parallel between the determinants of a healthy breakfast composition and those of a healthy diet and taking some limiting factors, such as consumers preference for convenience and strong habits, into account, we support the current nutritional advice focusing on balancing the diet over the day or the week rather than on recommendations dedicated to specific meals.