Exploring Finnish consumer attitudes towards plant-based diets: a future foresight study of megatrends in the food industry

Abstract

Consumption of plant-based food has been encountering rapid growth all around the globe, and Nordic countries like Finland are of no exception. The aim of this mixed-method study is to offer future foresight on the megatrends which might shape the future consumption of plant-based food items among Finns by evaluating the factors driving their preferences and perceptions on such a diet. The study has three main research questions which include exploring the factors influencing the adoption of plant-based diets among Finns, their current attitudes and perceptions on plant-based diets, and how these perceptions may shape future consumption patterns in Finland. The theoretical framework used in this study is the Theory of Planned Behaviour (TPB). Both quantitative (survey) and qualitative (interview) methods are employed here. Survey responses were taken from 59 participants, and 3 industry experts answered interview questions regarding the current and future condition of plant-based diet adoption in Finland. The findings suggested that factors affecting the adoption of plant-based diets among Finns include health motivations, environmental concerns, socio-cultural barriers and economic factors. In terms of attitudes and perceptions, the study found that Finns care about health, cultural and social perceptions, as well as environmental considerations. The current perceptions that may shape future consumption include healthdriven growth, taste and culinary innovation and sustainability.