Establishing a healthy and sustainable diet in diabetes management: a social marketing approach

Abstract Background In recent years, there has been evidence that diets based on plant-based products have positive results in the management of type 2 diabetes (T2D). However, their adoption remains low. Objectives To evaluate and understand food consumption of people with T2D; and to define priority groups for intervention using a social marketing approach. Methodology An online questionnaire was developed and applied to 832 adults with T2D living in Portugal and France. The questionnaire included the collection of socio-demographic data, health data, as well as data on food consumption, eating habits, awareness and attitudes towards the consumption of plant-based foods. Finally, hands-on food workshops were organized to convey practical knowledge on plant-based food cooking. Results Regarding eating habits, 11% of participants have already excluded or would like to exclude meat products, and 37% would like to consume them in smaller quantities. 35% of the participants intend to increase the intake of plant-based products. The most well-known diets among the participants were the Mediterranean diet (80%) and Low Carb diet (51%). Regarding the Planetary diet, 86% of the participants expressed low or no knowledge. Regarding the consumption of plant-based foods, 61% of participants view them as a desirable and suitable option for people with diabetes. Furthermore, the planetary diet is among the least often recommended by healthcare professionals (1%). The clustering of participants originated five main groups, with two being highlighted as particularly relevant for intervention, namely through knowledge or practical support. Conclusions Overall, participants with T2D seem to have a positive attitude towards increasing the consumption of plant-based products and decreasing the consumption of meat products. Social marketing profiling identified specific clusters which constitute priority target groups for support in shifting to healthier and sustainable diets. Key messages • Social marketing profiling identified specific clusters which constitute priority target groups to support the shift towards plant-based/planetary diets. • Hands-on food workshops were shown to be effective in conveying practical knowledge and motivation about plant-based diets.