Consumers co-creating everyday life solutions to make plant-based diets more desirable, cookable and accessible

To support the transition towards more plant-based diets, consumer-relevant solutions are needed. This research examined consumers’ motives and barriers towards adopting more plant-based diets, and co-created practical everyday life solutions using the COM-B model and design thinking to foster creativity. Study I involved six co-creation sessions with Dutch adults (aged 30–50 years, n = 36). Participants discussed challenges and experiences related to plant-based diets and generated ideas for incorporating more plant-based foods and meals into everyday life. Study II involved similar sessions with younger Dutch adults (aged 18–35 years, n = 34), preceded by a home-cooking assignment. Key barriers mentioned combined convenience, taste, lack of inspiration, cooking skills and/or social support. Specifically younger adults mentioned challenges related to limited cooking skills, yet were inspired by their social environment. Overall, participants expressed a need for inspiration, convenient and adaptable step-by-step recipes, and easily accessible ingredients. Moreover, they emphasized the importance of social exchange and support from like-minded groups or role models. Supermarkets and out-of-home venues can facilitate plant-based choices through tastings, strategic positioning, promotions and offering more (ready-to-eat) plant-based options. This study introduces a novel approach that integrates design thinking with the COM-B model, generating rich insights to develop consumer-relevant solutions that facilitate more plant-based diets.