Animetrics Research on Türkiye: Motivations and Barriers Toward Plant‑Forward Diets

In 2026, Animetrics published its Türkiye Profile study, surveying 2,499 adults across the country to explore how consumers perceive plant‑forward diets, what motivates them to reduce animal consumption, and what barriers stand in the way. The report situates Türkiye within global debates on industrial animal agriculture, emphasizing how health, affordability, and cultural identity shape dietary choices. While meat continues to hold a central place in tradition and social identity, the study reveals a growing curiosity about plant‑based eating, particularly among younger and urban populations who are exposed to global food trends and sustainability narratives.

Findings and Analysis

The study found that health plays a paradoxical role in shaping attitudes toward plant‑based diets. More than half of respondents expressed negative views about the nutritional adequacy of plant‑based eating, seeing it as potentially harmful or insufficient. Yet among those who had already begun reducing their consumption of animal products, health emerged as the most important motivator. This contradiction highlights the need for better communication: misconceptions about nutrition must be addressed, while the genuine health benefits of plant‑forward diets should be emphasized.

Practicality and affordability also emerged as decisive factors. Many respondents described plant‑based diets as impractical or costly, particularly when they were framed around specialized products or imported alternatives. At the same time, others saw them as accessible and realistic when linked to familiar foods such as legumes, vegetables, and traditional dishes. This suggests that framing matters greatly. When plant‑based eating is presented as an extension of everyday, affordable foods already present in Turkish cuisine, it is perceived as attainable rather than elitist.

Animal welfare was identified as another strong motivator, ranking second after health among reasons for reducing animal consumption. This finding indicates that advocacy strategies can effectively combine health and welfare messaging to reach broader audiences. By linking the well‑being of animals with human health and community values, campaigns can resonate more deeply with consumers.

The report also highlighted demographic differences. Men consistently reported more negative views than women, suggesting that gender plays a role in shaping dietary perceptions. Regional divides were evident as well, with more negative attitudes concentrated in eastern Türkiye compared to western regions. Younger consumers, despite their potential to influence long‑term dietary trends, expressed particularly negative views around health and practicality. This underscores the importance of targeted interventions for youth, as their attitudes today will shape the country’s food system in the future.

Recommendations

Animetrics concluded that communication strategies must emphasize the health benefits of plant‑forward diets to counter widespread misconceptions. Campaigns should highlight affordability and practicality by rooting plant‑based eating in familiar, everyday foods rather than presenting it as a niche lifestyle. Animal welfare messaging should be integrated alongside health to strengthen appeal and broaden impact. Outreach must be tailored to different groups, recognizing that men and certain regions may require distinct approaches. Finally, younger audiences should be prioritized with targeted interventions, since shaping their perceptions now will have long‑term consequences for Türkiye’s dietary landscape.

Conclusion

The Türkiye Profile study demonstrates that while barriers remain significant, opportunities for change are clear. Health, affordability, and animal welfare can serve as powerful entry points for advocacy, provided that communication is culturally sensitive and grounded in everyday realities. By addressing misconceptions, emphasizing familiar foods, and tailoring outreach to diverse audiences, Türkiye can move toward a more plant‑forward future that benefits both people and animals.