Understanding Emiratis' Willingness to Replace Meat with Alternative Proteins

Replacing animal protein with alternative sources is gaining popularity for creating sustainable food systems and reducing greenhouse gas emissions. Understanding consumers' views on alternative proteins in the UAE is crucial for widespread adoption. This study investigates the influence of dietary habits, objective knowledge, attitudes, subjective norms, and perceived behavioral control on the willingness to replace meat with alternatives among Emiratis in the UAE. Further, the factors that drive this willingness are explored.

Methods: An online survey with 1666 native UAE nationals assessed their knowledge, attitudes, and acceptance of plant-based proteins, microalgae, edible insects, and cultured meat. The study included Emirati citizens aged 18-65, who have resided in the UAE for most of their lives. Out of 2600 individuals who expressed interest, 1666 participated. Data was analyzed using Pearson Chi-square to correlate two demographic variables and linear regression to identify predictors that influence participants to shift towards alternative proteins.

Results: The survey revealed that about 51.2% of Emiratis were familiar with alternative proteins, with 74% preferring plant-based options. Using a linear regression model, the following factors were identified as influencing the willingness to replace meat:

1. Attachment to meat, dairy, and cereals

2. Sustainability awareness

3. Awareness of alternative proteins

4. Nutrition consciousness

5. Availability of alternative proteins

6. Taste of alternative protein products

7. Advertising

Sustainability concerns alone did not drive purchases; however, focusing on sensory qualities and advertising could lead to a shift.

Discussion: The findings offer insights into the knowledge, attitude, and determinants of native Emiratis' willingness to purchase and replace meat with alternative protein-based food products. Successful adoption of alternative proteins will depend on enhancing consumer sensory satisfaction, cost, addressing doubts, health, and cultural significance. The study indicates that Emiratis consume animal proteins regularly, classifying them as individuals with high meat intake. Incorporating plant-based proteins into food design shows promise for promoting sustainable diets in the UAE and beyond.