Perceived barriers to adopting more plant-based diets across sociodemographic groups: findings from a population-based survey in Finland.

Plant-based diets are favourable for both climate and health. However, not much is known about different barriers to adopting more plant-based diets across sociodemographic groups. This study examined the proportions of the population reporting a shift towards more plant-based diets and identified perceived barriers to these changes across different sociodemographic groups. The study was based on the Healthy Finland Survey 2022-2023, including 5390 participants aged 20-74 years. Participants responded to questions on plant-based diets using pre-defined response options. Results were presented as prevalences and 95% CIs. Women reported that they had changed their diets to more plant-based more often than men did (46% vs. 31%). Urban residents, higher educated participants, and those with higher income were more likely to have adopted more plant-based diets than others. Concerns about nutritional adequacy (women 20%; men 24%) and lacking skills to prepare tasty vegetarian foods (women 30%; men 28%) were common perceived barriers. In men, barriers included a dislike of vegetarian foods (23%) and a lack of interest (28%). In women, 17% cited the preferences of their close ones as a barrier. Barriers also differed between groups. Older participants were more concerned about the nutritional adequacy (29%), while younger participants struggled with cooking skills (35%). One third of men living in rural areas or with basic education reported a lack of interest in the topic. Tailored health promotion and food education strategies are critical to overcoming barriers to adopting plant-based diets in diverse sociodemographic groups.