Plant-based meat and dairy substitutes on the Norwegian market: comparing macronutrient content in substitutes with equivalent meat and dairy products.

To assess and compare the macronutrient and salt content in meat and dairy substitutes available on the Norwegian market. : Comparison between substitute products and two groups of meat and dairy products where one group represented the healthiest option (Keyhole) and one the most used option (Regular). Kruskal-Wallis test with pairwise comparison was conducted on categories with more than two groups, and Mann-Whitney test was conducted on categories with two groups. : Online stores in Norway. Hundred and two meat substitute products and 173 milk and dairy substitute products on sale spring and autumn 2020 were assessed; additionally, ninety-eight equivalent meat products and 105 milk and dairy products. : While Keyhole and Regular meat did not contain fibre, meat substitutes contained 3⋅5-5⋅0 g fibre per 100 g. The saturated fat content in meat substitutes was on average 1⋅9 times lower than in Keyhole products and 5⋅8 times lower than in Regular products. Milk and dairy substitutes contained 3⋅2 and 3⋅4 times less protein than Keyhole and Regular products, respectively. : The study results indicate that meat and dairy substitutes on the Norwegian market vary in nutritional composition. Compared to Keyhole and Regular, substitutes contained lower levels of saturated fat, meat substitutes contained higher levels of fibre and milk and dairy substitutes less protein. Future studies should include content of micronutrients for a more comprehensive assessment.