Normality, Naturalness, Necessity, and Nutritiousness of the New Meat Alternatives

Abstract

In the West, meat is acceptable, tasty, delicious, palatable, and enjoyable. It has a well-established position in the consumers' food habits shaping the taste of the affluent eating culture and accepted as normal, natural, necessary, and nutritious. Although recent scientific evidence recognizes that meat has a high negative environmental impact, there is still lack of attention on the fact that we live on a planet with limited resources which need to be preserved. Part of this is a transition to more sustainable consumption habits and diets. This chapter examines the social readiness and acceptability of new meat alternatives as normal, natural, necessary, and nutritious amongst Gen Y and Gen Z consumers. It concludes that a reduction in meat consumption should be an essential part of creating a more sustainable diet in light of the projected increase of the world population, expected human health benefits, and improved environmental wellbeing of the planet.