We are a family! Exploring flexitarian households' meat reduction practices.

It is widely accepted that the (over)consumption of meat is negatively linked to environmental problems and public health issues, yet research shows that actual meat consumption remains (too) high. While most research related to the protein transition focuses on consumers' motivations, perceptions and acceptance towards plant-based meat alternatives, a clear need arises to extensively study the context in which (plant-based) meals are consumed. In this research, a generative research approach was applied to extend knowledge on flexitarian households' meat reduction practices. Participants (n=30) from different household types completed assignments with their household members to reflect on their households' meat consumption and reduction practices over the course of a full week. After this sensitizing week, participants were interviewed about their meat reduction practices. Results show that participants high in cooking skills and interest are searching for, or have developed, a practice of reformulating their meals into 'complete' or 'authentic' vegetarian meals which entails a different culinary experience compared to meat-based meals. They usually avoided meat analogues, and used products such as pulses, cheeses, nuts and herbs to create tasty and satiating 'complete' vegetarian meals. However, participants with less available resources like time and skills used meat analogues as convenient replacers of meat. Partners and children had a strong influence on the households' formation of meat reduction practices, as their preferences resulted in compromises regarding the households' meat consumption frequency and types of meals consumed. In conclusion, this research provides unique insights into flexitarian households' meat reduction practices, and fuels the discussion on the role of meat analogues and the consumers' need for 'complete' and 'authentic' vegetarian meal experiences.