Meat Consumption Patterns and Perspectives of Meat Substitutes Among Young Consumers in Slovakia

The meat industry faces many challenges related to health, sustainability, and excessive consumption. The paper identifies consumption patterns of young consumers and explores key determinants of both current meat consumption and consumption of meat substitutes. The study is based on a consumer survey conducted in Slovakia on a sample of 547 young consumers up to 30 years, of which 525 are meat consumers. Findings revealed that the average annual meat consumption is 72 kg, and respondents were divided into three groups based on meat consumption: low, moderate, and high. About 30% of consumers consume less than 50 kg annually, while over 50% consume more than 65 kg of meat per year. For future perspectives, the most important factors shaping the meat market include meat adulteration, animal diseases, animal welfare, and meat substitutes. The results also showed that almost half of consumers accept meat substitutes because of taste and health, and consumers with lower consumption are open to eating plant-based alternatives in the future. The findings offer valuable theoretical and managerial implications, highlighting opportunities for innovation, the development of new plant-based meat substitutes, and more effective market positioning strategies to enhance their consumption among young consumers.