Moving toward more plant-based eating could help create more sustainable and healthy food systems. Yet few Canadians have embraced this shift. As of 2015, only 5% reported following plant-based eating patterns. Meanwhile, 63% reported eating processed or red meat on any given day, while just 34% consumed nuts or seeds and only 14% ate legumes.

To understand what’s holding people back, researchers looked at how everyday Canadians talk about plant-based eating in social media spaces. Their goal was to uncover common perceptions, concerns, and beliefs that might influence whether someone chooses to eat more plant-based foods.

The research team collected 4,918 publicly available comments from nine Facebook posts made by major Canadian news outlets between January 2019 and July 2020. These comments came from articles about topics such as Canada’s Food Guide revisions and newly launched plant-based meat and egg alternatives. By analyzing these comments, the researchers identified five main themes in how Canadians think and talk about plant-based eating. Due to the nature of the data collected, they describe their findings rather than report on participant demographics or numbers of comments.

The Ethics Of Food

Many commenters debated whether it’s right or wrong to eat animals. Some worried whether plant-based diets provide enough nutrition for children, while others insisted that everyone should be free to choose what they eat without judgment. There were concerns about farmers losing jobs if fewer people ate meat and dairy products. The welfare of farmed animals was also hotly debated, with some arguing that modern farming methods are cruel and others defending traditional agriculture.

The Affordability And Accessibility Of Food

Cost was a major talking point, with sharply divided opinions. Some people pointed out that dried beans and legumes cost far less than meat, while others complained that processed plant-based alternatives (like Beyond Meat burgers) were too expensive. Many mentioned practical barriers like the time needed to cook beans and lentils, or limited grocery options in remote areas. For people in Northern Canada, where food costs are extremely high, following plant-based recommendations seemed especially unrealistic.

Distrust Of Food System Stakeholders

Many commenters didn’t trust the information they received about plant-based eating. Some suspected that food companies were lobbying the government to promote plant-based foods. Others worried about “hidden agendas” behind Canada’s Food Guide or believed that plant-based products contained harmful ingredients. The constantly changing nutrition advice from experts left many feeling skeptical about all dietary recommendations.

Beliefs About Diet, Health, And The Environment

Health concerns were common in the comments. Many worried about missing out on nutrients like vitamin B12 and iron with plant-based eating. Others mentioned digestive problems from beans or concerns about soy affecting hormones. There were interesting connections between meat and gender, with some linking meat-eating to masculinity and plant-based foods (especially soy) to femininity. Environmental impacts sparked debate too, with disagreements about whether animal or plant agriculture is better for the planet.

Sensory Aspects Of Plant-Based Proteins

For many, the taste and texture of plant-based foods were a deal-breaker. Some people simply stated they didn’t like how plant-based proteins tasted or felt in their mouths. Others expressed a strong emotional attachment to meat, saying things like “What’s the point of living if you cannot eat meat?” However, some were curious about newer plant-based products, noting that options like the Beyond Meat burger tasted better than expected.

Limitations

The study had several limitations worth noting. Since the data came from Facebook comments, the researchers couldn’t know who was commenting or how representative they were of the general population. People with stronger opinions tend to comment more often, potentially skewing the results. Also, there’s always the chance that some comments came from automated “bots” rather than real people. Finally, since the data was collected around the time Canada’s Food Guide was updated in 2019, opinions might have changed since then.

For Advocates

This research shows that plant-based eating remains a divisive topic among Canadians. For animal advocates looking to promote more plant-based choices, these findings suggest several practical approaches:

• Addressing concerns about cost and convenience is crucial. Highlighting affordable plant proteins (like dried beans) and sharing quick meal ideas could help overcome practical barriers.
• Being transparent and clear in messaging may help build trust with skeptical audiences.
• Using non-judgmental language is important, as many people resent feeling pressured about their food choices.
• Improving food literacy by explaining how to prepare tasty plant-based meals could help address misunderstandings about plant-based eating and ease the transition for those interested in trying more plant-based options.

By acknowledging people’s genuine concerns rather than dismissing them, advocates can develop more effective ways to help Canadians feel comfortable exploring plant-based eating.