How do we make make Swedish consumers adhere to a plant-based diet? : An exploratory study on how companies in the food industry can influence flexitarians in the transition towards a plant-based diet.

Abstract: The purpose of this qualitative research paper was to explore how companies who offer plant-based meat and dairy substitutes in the Swedish market, can influence flexitarians towards a more plant-based diet. This was based on the conflict between the need to substitute animal products with more plant-based alternatives and the current resistance among consumers to change from traditional eating patterns. A qualitative research approach was adopted, where seven semi-structured interviews were conducted in the empirical data collection process. The sample included six leading brands in the Swedish market, namely Oatly, Oumph!, Sproud, Violife, Fry and ICA, and one industry expert named Mattias from Vegomagasinet. The research identified seven themes where two of them were most significant; the need to direct the communication to flexitarians and the importance of creating a taste and texture that is similar to meat and dairy. The five remaining influential factors concerned collaborations with stakeholders, challenging packaging design, transformative marketing, earned media and premium prices.