Bakgrund En vegetarisk kosthållning kan se ut på olika sätt och kan vara till fördel både för människors hälsa och för miljön. Idag har svenskarna ett frukt- och grönsaksintag som är lägre än vad som rekommenderas, samtidigt som köttintaget är högre. Under de senaste åren har en vegetarisk trend tagit plats i samhället och fler vegetariska alternativ erbjuds vilket skulle kunna bidra till ändrade kostvanor. Syfte Syftet med studien var att undersöka om intaget av vegetariska måltider har ökat och om intaget av animalier har förändrats under de senaste två åren i Sverige, vad det beror på och om det skiljer sig mellan kön, åldersgrupper, bostadsregion, utbildning och matvanor. Metod Undersökningen genomfördes med en webbenkät som publicerades på Facebook under hösten 2017. Resultat Cirka 40% av deltagarna hade ökat sitt intag av vegetabilier och vegetariska maträtter och cirka 30% hade minskat sitt intag av animalier under de senaste två åren. Skillnader mellan grupper fanns: Kvinnor ansåg sig i högre utsträckning än män ha ett frukt- och grönsaksintag i linje med rekommendationerna (p=0,001). De respondenter som var 27 år och yngre ansåg i högre utsträckning än de som var 28 år och äldre att personlig ekonomi var en viktig anledning till att äta vegetariskt (p=0,001). Miljöhänsyn upplevdes vara den starkaste motivationsfaktorn till att äta mer vegetariskt. Slutsats En stor del av deltagarna har under de senaste två åren ökat sitt intag av vegetarisk mat och minskat sitt intag av rött kött och chark. Majoriteten var förändringsbenägna och kunde tänka sig att öka sitt intag av vegetarisk mat ytterligare. Kostvetare tillsammans med andra yrkesverksamma inom kostområdet bär ansvaret att sprida kunskapen om en mer grön, hälsosam och miljövänlig livsstil. / Background A vegetarian diet can be found in many variants and may benefit both human health and the environment. Today’s Swedes have a lower fruit and vegetable intake than recommended, while at the same time meat intake is higher. In recent years a vegetarian trend has taken place in society and more vegetarian options are offered, which may affect dietary patterns. Objective The objective of this study was to investigate whether the intake of vegetarian meals has increased and weather the intake of animal products has changed in Sweden during the past two years, possible reasons to it, and if it differs between gender, age, residential area, educational level and diet. Method The survey was conducted by posting a web based survey on Facebook during the autumn 2017. Results About 40% of the participants had increased their intake of vegetables and vegetarian meals and about 30% had decreased their intake of animal-products over the past two years. Differences between groups were found: Women considered themselves, to a higher degree than men, having a fruit- and vegetable intake that matched the recommendations (p=0,001). Participants 27 years of age or younger stated, to a higher degree than those 28 years and older, that personal economy was an important reason to eat more vegetarian food (p=0,001). Environmental concerns were considered the strongest occurring motivational factor to eat more vegetarian food. Conclusion A significant portion of the participants had over the past two years increased their intake of vegetarian food and decreased their intake of red and processed meat. Many had shown a willingness to increase their intake of vegetarian food. Food service dietitians, together with other professionals in the diet sector carry a responsibility to spread the knowledge about a greener, healthier and more environmentally friendly diet.

Purpose: The purpose of this qualitative research paper was to explore how consumers with an environmental identity evaluate new, environmentally friendly substitutes for meat, with edible insects given as an example. Problem: An increasing number of Swedish consumers show an overall negative attitude towards consuming meat, mainly due to environmental concerns, and express this by identifying themselves as vegetarians or flexitarian. Edible insects possess the potential to become an environmentally friendly, nutritious and innovative meat substitute in Sweden. Although the demand for new environmentally friendly meat substitutes is high, the intentions of consuming edible insects are low in Western societies. This causes researchers to ask why this conflict is.                                                                                                                               Methodology: In order to fulfill the purpose and to answer the research question, a qualitative research approach was adopted. Eight semi-structured interviews were used in the empirical data collection process. The chosen target group was vegetarians and flexitarians of Generation Y, and the sample was chosen through judgmental sampling.                                                                                                                                 Findings: This empirical study examines an extensive confusion and conflicted standpoints among consumers when evaluating edible insects. However, the authors examine a high willingness and positive attitude towards consuming edible insects. Five key factors that influence the evaluation of edible as a meat substitute have been identified: the animalistic qualities of insects, if insects are perceived as meat or vegetarian, if edible insects are ‘green’, proof and facts, and what product category edible insects belong to.

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.