(P32-18-26) Consumer Readiness to Reduce Meat and Increase Legume Intake Among U.S. Adults

Objectives: To characterize consumer segments based on interest in reducing meat consumption and increasing legume intake among U.S. adults who frequently consume meat.

Methods: A cross-sectional, national representative survey of U.S. adults was administered through the Ipsos KnowledgePanel, a probability-based online panel. This analysis included 698 respondents who reported consuming meat more than 3 times per week. Participants were categorized into four groups based on interest in reducing meat intake and increasing legume consumption. Consumer segments were compared by sociodemographic characteristics, dietary behaviors, food values, and perceived barriers to legume consumption.

Results: Among frequent meat consumers, 40% reported interest in both reducing meat and increasing legume consumption, representing the group most receptive to meat substitution. These respondents were more likely to be female (58%) and reported stronger environmental and climate-related food values. In contrast, 27% reported no interest in either behavior. This group reported the lowest environmental motivations but the highest health-oriented food values. An additional 24% expressed interest in increasing legumes without reducing meat, and 9% reported interest in reducing meat without increasing legumes. Taste was the most frequently cited barrier among respondents not interested in reducing meat (22–26%), while those interested in meat reduction more often reported limited time (17–18%), digestive discomfort (27–31%), and lack of preparation knowledge (13-22%) as barriers to legume consumption.

Conclusions: A substantial proportion of frequent meat consumers appear receptive to increasing legumes as a strategy for reducing meat intake. However, barriers related to preparation, knowledge, digestive concerns, and convenience may limit adoption. Consumers not interested in dietary change prioritize health-oriented over environmental food values and report taste-related barriers, suggesting that distinct strategies may be needed to promote plant-based protein substitution across consumer segments.

Funding Sources: Silicon Valley Foundation, USDA