Meat or substitutes: quality and sustainability at the core of flexitarian consumer choices

Abstract

Flexitarianism, defined as a voluntary and reasoned reduction in meat consumption without complete exclusion, has grown substantially across Europe. This review examines recent changes in meat consumption patterns, the motivations underlying flexitarianism, and the role of meat within a balanced diet. It highlights that consumer expectations toward animal products have become increasingly diversified and are now based on both intrinsic dimensions (sensory, nutritional, and health qualities) and extrinsic dimensions (origin, environmental impact, animal welfare, and production systems). In this context, the “less but better” approach appears to be a major driver of food system transitions, although its interpretation remains ambiguous and varies among consumers. The article also explores the emergence and acceptability of the main meat alternatives, particularly plant-based analogues, “cultured meat”, and edible insects. While plant-based analogues currently represent the most developed alternatives on the market, their regular adoption remains strongly dependent on their organoleptic properties, degree of processing, and price. “Cultured meat”, despite significant technological prospects, still faces major challenges related to production costs, industrial scale-up, social acceptability, and regulatory frameworks. As for edible insects, their development continues to be constrained by persistent cultural barriers in Western countries. Overall, this review emphasizes that the adoption of meat alternatives depends not only on their price and their nutritional, sensory, and environmental performances, but also on their ability to meet cultural, social, and symbolic expectations traditionally associated with meat.