Plant-Based Alternatives – an Analysis of the Last Ten Years

The study examines the discourse in the media on plant-based alternatives in Switzerland to gain insights into current trends. Instead of questioning consumers directly, the researchers analysed the media discourse which shapes and reflects consumer perceptions.

A wide range of plant-based innovations are currently being developed in Switzerland. This is partly because it is home to some of the world’s largest food companies, and these drive innovation in the food industry. At the same time, Switzerland is one of the few countries in Europe where plant-based alternatives were introduced and distributed by supermarkets at an early stage and where innovation is still flourishing.

Discourse analysis complements conventional consumer surveys

In Switzerland, demand for meat alternatives has increased significantly in recent years. In this study we performed a longitudinal analysis of the discourse on plant-based products using Swiss data from the last ten years to shed light on these developments. Discourse analysis is an effective means of complementing conventional consumer research, since the consumers are not interviewed directly, which could lead their responses being influenced.

Media discourse focuses on meat alternatives

The analysis shows a clear focus on meat alternatives in the plant-based discourse in Switzerland, with dairy alternatives receiving less attention. The desire for a sustainable and healthy diet emerged as a frequent reason for wishing to avoid animal-based products at least part of the time Overall, the subject of plant-based alternatives has become increasingly relevant, even at policy level. In view of climate targets, it is expected that the discourse on and demand for these plant-based products will continue to grow. It is important to monitor this change, as plant-based alternatives could provide an attractive growth market for Swiss agriculture and it is important to understand the rationale that could be used for the targeted marketing of products.