Cutting back on meat products
Food and diet can be emotional topics. It gives us fuel to function in our daily lives, and many diet tips articles are online. Google search shows über 2.6 million search results for ‘diet tips’ (August 2022). Food is also often tied to pleasant childhood memories, used as a popular group bonding activity, and no festivity happens without food. So it’s no wonder consumers get emotional if the rising cost of living crisis significantly impacts their eating routine.
In terms of volume, eating less meat is the second-most talked about topic in consumer conversations around changing shopping habits. Consumers seem to feel more forced to stop buying meat than in other areas. Discussions about eating less meat have the highest percentage of disgusted mentions compared to other analyzed topics. People express their dislike about rising meat prices and of meat becoming unaffordable to them. This issue became much more relevant in the last two months: From July to August 2022, mentions increased by 20%.
Not all conversations around a more plant-based diet are negative. In the positive conversations, people highlight the benefits of eating less meat for the wallet, health, and planet. They ask for tips and inspiration to cook with less meat.