According to Gram Research analysis, Dutch consumers prefer meat over meat substitutes and legumes in most meal scenarios, even when they rate health and environmental impact as their top priorities. A 2026 study of 272 Dutch participants found that meat was consistently chosen over alternatives across different meal types, with about 30% of people showing particularly strong resistance to plant-based options. The research reveals a significant gap between what people say matters to them and the food choices they actually make, suggesting that providing health and sustainability information alone is insufficient to encourage dietary shifts toward alternative proteins.
A new study from the Netherlands asked 272 people to choose between meat, meat substitutes, and beans for different meals. Even though people said health and the environment mattered most to them, they still preferred regular meat when actually making choices. Researchers found that simply telling people about health benefits and environmental impacts isn’t enough to get them to switch to plant-based options. About 30% of people were especially resistant to trying meat alternatives, while others were more open to the idea. The findings suggest that food companies and health experts need new strategies beyond just providing information if they want to help people eat less meat.
Key Statistics
A 2026 discrete choice experiment with 272 Dutch participants found that consumers preferred meat over meat substitutes in pasta meals (preference score of -0.51) and over legumes (score of -0.99), despite ranking health and environmental impact as their most important decision factors.
According to the 2026 Dutch study, approximately 30% of participants showed particularly low willingness to pay for meat replacers and legumes, while other consumer subgroups were considerably more open to plant-based alternatives, indicating that dietary transition strategies need to account for diverse consumer preferences.
Research from 272 Dutch consumers revealed that health score, environmental impact score, and price were consistently the three most influential factors in food choices across both pasta and traditional meat-and-vegetable meal scenarios.
The 2026 study of Dutch food preferences found that providing information about health and sustainability benefits alone is insufficient to encourage a shift toward alternative protein sources, suggesting additional strategies beyond education are needed to support dietary transitions.
The Quick Take
- What they studied: How Dutch consumers choose between meat, meat substitutes (like plant-based burgers), and legumes (beans and lentils) when planning different types of meals, and what factors influence their decisions.
- Who participated: 272 people from the Netherlands who were asked to make food choices in a research study. The study looked at two common Dutch meal types: pasta dishes and traditional meals with potatoes, meat, and vegetables.
- Key finding: People consistently chose meat over alternatives in both meal scenarios, even though they rated health, environmental impact, and price as their most important decision factors. This gap between what people say matters and what they actually choose reveals a disconnect in how consumers make food decisions.
- What it means for you: If you’re trying to eat less meat or switch to plant-based options, knowing that something is healthier or better for the environment may not be enough motivation. You might need additional support, like trying new recipes, finding alternatives you actually enjoy, or gradually reducing meat portions rather than eliminating it completely.
The Research Details
Researchers used a method called a discrete choice experiment, which is like a realistic shopping game. Participants were shown different meal options and asked to pick between meat, meat substitutes, and legumes multiple times. Each choice presented different combinations of features like protein amount, health rating, environmental impact rating, price, whether it was locally produced, and whether it was organic. By analyzing thousands of individual choices, researchers could figure out which factors mattered most to people and how different groups of consumers made decisions differently.
The study focused on two specific meal types that are common in Dutch cuisine: pasta dishes and traditional meals with potatoes, meat, and vegetables. This approach is more realistic than simply asking people what they think matters, because it captures actual decision-making behavior rather than just opinions.
This research method is important because people often say one thing but do another when it comes to food choices. By watching what people actually choose rather than just asking them questions, researchers get a clearer picture of real consumer behavior. This helps food companies, policymakers, and health organizations understand what actually motivates people to change their eating habits, which is crucial for developing strategies that actually work.
The study was published in a peer-reviewed journal, meaning other experts reviewed the research before publication. The sample size of 272 participants is reasonable for this type of study. The discrete choice experiment method is well-established and considered reliable for understanding consumer preferences. However, the study only included Dutch participants, so results may not apply equally to other countries with different food cultures. Additionally, this study measured what people said they would choose, not what they actually bought and ate in real life.
What the Results Show
In both meal scenarios tested, participants showed a strong preference for meat over the alternatives. When choosing for a pasta meal, meat was preferred with a score of -0.51 compared to meat substitutes, and legumes scored even lower at -0.91, meaning people liked them much less. For the traditional Dutch potato meal, the pattern was similar: meat scored -0.44 compared to substitutes and -0.99 for legumes. These negative numbers indicate that meat was the clear favorite across the board.
When researchers looked at what factors actually influenced people’s choices, three things stood out as most important: the health score of the food, the environmental impact score, and the price. Interestingly, this ranking was consistent across both meal types, suggesting these factors matter to Dutch consumers regardless of the meal context.
However, the study revealed important differences between different groups of people. About 30% of participants showed very low willingness to pay extra for meat replacers and legumes, meaning they strongly preferred meat and wouldn’t switch even for similar prices. Other groups of consumers were much more open to alternatives, suggesting that a one-size-fits-all approach won’t work for encouraging dietary change.
The research found that local production and organic certification had some influence on choices, but they were less important than health, environmental impact, and price. Protein content also mattered to consumers, though less than the three primary factors. The study also showed that meal type influenced preferences: people’s choices differed slightly between the pasta scenario and the traditional meat-and-potatoes scenario, suggesting that context matters when people make food decisions.
This research builds on earlier studies showing that consumers often express concern about health and environmental issues but don’t always act on those concerns when making actual purchases. The finding that information alone isn’t enough to change behavior aligns with previous research in nutrition and consumer behavior. However, this study provides new detail about Dutch consumers specifically and demonstrates that different consumer groups have very different levels of openness to meat alternatives, which suggests previous one-size-fits-all approaches may have missed important nuances.
The study only included Dutch participants, so the results may not apply to other countries with different food cultures and meat consumption patterns. Participants made choices in a research setting rather than a real grocery store or restaurant, which may not perfectly reflect actual purchasing behavior. The study didn’t follow people over time to see if their choices actually changed, so it only captures stated preferences rather than real-world eating patterns. Additionally, the study didn’t explore why people prefer meat beyond measuring their choices, so it can’t fully explain the reasons behind the preference gap.
The Bottom Line
If you want to reduce meat consumption, rely on more than just health and environmental information. Instead, try these approaches: gradually reduce portion sizes rather than eliminating meat completely, experiment with meat alternatives in familiar recipes, find plant-based options you genuinely enjoy eating, and consider social and cultural factors that influence your food choices. These strategies may work better than simply learning about health benefits. Confidence level: moderate, based on this study’s findings about the gap between stated values and actual choices.
This research matters for anyone trying to eat less meat, including people concerned about health or the environment. It’s especially relevant for food companies developing meat alternatives, policymakers creating nutrition guidelines, and health organizations promoting dietary change. If you’re in the 30% of people who strongly prefer meat, this research suggests you might need different strategies than someone more open to alternatives. People in other countries should note that these findings are specific to Dutch consumers and may not apply to their own food cultures.
Changing eating habits typically takes weeks to months of consistent effort. Simply learning about health and environmental benefits may not create immediate change. If you’re trying to incorporate more plant-based foods, expect gradual progress over 4 to 12 weeks as you find alternatives you enjoy and adjust your cooking habits. Some people may see faster changes if they focus on specific strategies like trying new recipes or reducing portion sizes rather than complete elimination.
Frequently Asked Questions
Why do people say they care about health and environment but still choose meat?
Research shows a gap between stated values and actual behavior. A 2026 study of 272 Dutch consumers found that while people ranked health and environmental impact as most important, they still preferred meat when making real choices. This suggests that other factors like taste, habit, and cultural preferences override stated concerns.
What percentage of people are willing to switch to meat alternatives?
According to the 2026 Dutch study, about 70% of participants showed some openness to meat replacers and legumes, while 30% showed particularly low willingness to try alternatives. This suggests that roughly three-quarters of consumers could potentially shift toward plant-based options with the right approach.
Does telling people about environmental benefits help them eat less meat?
The 2026 research found that environmental information alone is insufficient to change meat consumption. While consumers ranked environmental impact as important, they still chose meat when actually making decisions. Additional strategies beyond information sharing are needed to support dietary transitions.
What factors matter most when people choose between meat and plant-based foods?
A 2026 study identified three primary factors: health score, environmental impact score, and price. These ranked consistently higher than other attributes like local production or organic certification across different meal types among Dutch consumers.
How can I actually reduce my meat consumption if information isn’t enough?
Research suggests gradual approaches work better than elimination. Try reducing portion sizes, finding plant-based alternatives you genuinely enjoy, incorporating them into familiar recipes, and considering social factors that influence your choices. Building new habits typically takes 4 to 12 weeks of consistent effort.
Want to Apply This Research?
- Track your protein sources at each meal for two weeks, noting whether you chose meat, meat alternatives, or legumes. Record the specific product, portion size, and how much you enjoyed it. This creates awareness of your current patterns and helps identify which alternatives you actually like, rather than just which ones are theoretically healthier.
- Instead of trying to eliminate meat completely, use the app to set a goal of replacing one meat-based meal per week with a plant-based alternative you’ve already identified as tasty. Start with familiar recipes and gradually experiment with new options. Track which alternatives you rate as enjoyable so you build a personal list of foods you actually want to eat.
- Over 8 to 12 weeks, track the percentage of your meals containing meat versus plant-based proteins. Set a realistic reduction goal (like going from 60% meat-based meals to 50%), and monitor whether specific factors like price, convenience, or taste influence your choices. Use the app to identify patterns in when you choose alternatives versus meat, which helps you understand your own decision-making process.
This research describes consumer preferences in the Netherlands and may not apply to other populations or countries with different food cultures. The study measured stated preferences in a research setting rather than actual purchasing or eating behavior. If you have specific health concerns or dietary restrictions, consult with a healthcare provider or registered dietitian before making significant changes to your diet. This article is for informational purposes and should not be considered medical advice.
This research translation is published by Gram Research, the science division of Gram, an AI-powered nutrition tracking app.