Majority of Europeans reducing meat intake and health is key driver, finds ProVeg

08 Nov 2023 --- A pan-European survey funded by the EU’s Smart Protein project has found that 51% of people in Europe are now actively reducing their meat consumption, which represents an 11% growth on 2021 figures. The primary motivation for reducing meat consumption is for health reasons (47%), especially in Romania and Italy, followed by environmental concerns (29%) and animal welfare (26%).

ProVeg International conducted the survey “Evolving appetites: an in-depth look at European attitudes towards plant-based eating” in partnership with Innova Market Insights, the University of Copenhagen and Ghent University as part of the EU-funded Smart Protein project.

Helen Breewood, research and resource manager at the Good Food Institute (GFI) Europe, says that more people are consuming products such as legumes and quinoa as well as plant-based meat and dairy products.

“The increasing popularity of meat analogs suggests they offer consumers an easy switch away from conventional meat and dairy, but perceptions around price and taste continue to be the main barriers for many European consumers when choosing plant-based alternatives,” she explains.

“Businesses and governments need to pay attention to this report and invest in the research and infrastructure needed to make these products healthier and tastier, making these products available to a wider group of consumers.”

For GFI, the biggest surprise from these findings is that generational demographics make virtually no difference in whether people define themselves as flexitarians, so businesses should pay attention to this when deciding how to market plant-based products.

UK market
The UK has the second-biggest retail market for plant-based foods across Europe, following Germany, according to GFI, and businesses should be taking advantage of the country’s established market and strong consumer appetite.

“Compared to those from other countries, British consumers showed the strongest preference for purchasing plant-based products in the supermarket — pointing to a real opportunity for food producers, distributors and retailers keen to develop their supply chains,” says Breewood.Health is the most significant factor influencing the reduction of animal-based food consumption.

Meanwhile, Linus Pardoe, UK policy manager at GFI Europe, adds that despite soaring demand for plant-based food in the UK, consumers in this country are more likely to say existing products are too expensive and not tasty. 

“The government and British businesses must invest in research and infrastructure to reduce prices and improve quality, making these sustainable foods more appealing and widely available,” says Pardoe.

EU preferences 
Following the success of the 2021 Smart Protein survey What Consumers Want, this subsequent wave of results found promising changes in EU consumer preferences and behaviors over the last two years, notes Jasmijn de Boo, CEO of ProVeg International.

“This new report provides a deeper understanding of the long-term potential of the plant-based sector and offers proven practical recommendations so that further growth can be sustained,” she says.

“Increasing numbers of people are choosing to reduce their meat intake, and policymakers and industry can use this knowledge to make respective decisions on the production and promotion of plant-based foods.”

More than 7,500 people in ten European countries — Austria, Denmark, France, Germany, Italy, the Netherlands, Poland, Romania, Spain and the UK — were asked about their attitudes toward the consumption of plant-based foods, their trust in these products, their current consumption habits and the key drivers of their food choices.

The key results are as follows:

• Fifty-one percent claim to proactively reduce their annual meat intake, signifying an 11% increase compared to the 2021 figure of 46%.
• Health emerges as the most significant factor influencing the reduction of animal-based food consumption in specific European countries, with 47% of respondents identifying it as the primary reason for their dietary shift.
• Twenty-seven percent identify as flexitarians, which signifies a 10% decrease compared to the figure recorded in 2021 (30%).
• On average, 28% consume at least one plant-based food alternative at least once a week — a significant 33% increase from the 2021 figure of 21%.
• Home consumption of plant-based alternatives for convenience takes the lead at 67%, and supermarkets remain the primary source for plant-based purchases at 60%.
• Forty-six percent reported an increase in their trust in plant-based alternatives compared to two years ago.
• Sixty-two percent favor tax-free food products that support environmental and health values.

Consumer transparency
Meanwhile, Emanuele Zannini, Smart Protein project coordinator, emphasizes it is important to provide clear and simple information about an ingredient’s origin and processes, and the technology applied to develop safe and nutritious plant-based food products.

“This focus will encourage more and more consumers — including the more skeptical ones — to embrace, with more confidence, a shift toward a better diet for their health and the planet,” he says.

“This is a clear target for food scientists and food ingredient industries.”

By Elizabeth Green