Plant-based diets among young women in Scotland: ‘Unless it's affordable, convenient, healthy, and familiar, it’s a no’

Moving towards more plant-based diets is a win-win for both human and planetary health. However, for successful adoption, such diets must be realistic and convenient. This study explored the factors influencing food choices among young women in Scotland and examined how they interpret and use plant-based and convenience food in their daily lives. We conducted semi-structured interviews with 30 women aged 18-24 and generated six themes using reflexive thematic analysis within a critical realist framework. We found meat consumption to be socially and culturally embedded, reinforced by family, peers, and social media (Theme 1). Participants expressed a sense of safety with familiar meat-based dishes and fear towards unfamiliar plant-based dishes (Theme 2). ‘Plant-based’ was widely perceived as meat alternatives only, which were rejected across health, taste, cost, and identity considerations. Although cost was the biggest driver of food choice, meat was perceived as a necessary expense, further justified by health motivations (Theme 3). Environmental concerns were less important, with participants demonstrating limited awareness about the environmental impact of food (Theme 4). Convenience was important, though ready meals were rejected in favour of batch cooking and quick-prep meals (Theme 5). Meat reduction was perceived as an all-or-nothing identity shift, with negative vegan stereotypes deterring even small reductions in intake (Theme 6). These findings highlight the need to reposition plant-based foods as affordable, convenient, healthy, and familiar, likely requiring wider food system changes. Further, health benefits of increased plant-based wholefoods and reduced meat consumption should be emphasised in government and industry messaging.