The aim of this study was to identify consumer groups regarding meat and meat alternatives, which are homogeneous in themselves but very different from one another. To date, the literature has analysed the attitudes towards, and the motives behind, the consumption of meat and meat alternatives. However, segmentation research portraying homogeneous consumer groups that are consuming or willing to consume meat alternatives is lacking. This study closes this research gap and, in doing so, also shows how meat consumption is related to the consumption of alternative products. A questionnaire was sent out to a random sample in the German- and French-speaking parts of Switzerland, resulting in 561 responses. A hierarchical cluster analysis using seven scales revealed six distinct consumer groups, which covered all types of consumers, from the uncompromising meat-eater to the health-conscious meat avoider. The results show that meat alternatives are not always consumed as a substitute for meat but can also be a complementary component in one's diet. This study contributes to the scientific literature by providing useful information for the food industry involved in producing and marketing meat and meat alternatives to different target groups.
Keywords: Switzerland; cluster analysis; market segmentation; meat alternatives; meat consumption.