According to a consumer survey conducted by Smart Protein, over half of European meat consumers have reduced their yearly meat consumption.
This figure marks a 5% increase from the level recorded in 2021.
Conducted by the NGO ProVeg in collaboration with the University of Copenhagen and Ghent University, the Smart Protein survey concentrated on assessing attitudes toward the consumption of plant-based food. It compiled feedback from 7,500 consumers across Austria, Denmark, France, Germany, Italy, the Netherlands, Poland, Spain, the UK, and Romania.
When analyzing the factors that contributed to the decrease in meat consumption, 47% of consumers mentioned “health” considerations as their primary motivation. Following closely, environmental concerns accounted for 29%, and animal welfare for 26% of the cited influences.
Health reasons were particularly prominent among consumers in Romania and Italy, while environmental considerations played a significant role for those in Denmark and the Netherlands. For people in Germany and the Netherlands, animal welfare held the most significance.
The most substantial decline in meat consumption was observed in Germany, Italy, and France, with nearly 60% of respondents indicating that they had reduced the amount of meat they consume.
In 2022, meat consumption in Germany reached its lowest point in more than 30 years.
The number of flexitarians decreased by 3% compared to the previous year’s report, with slightly over a quarter of Europeans embracing this dietary choice in 2022. Notably, Germany led with the highest proportion of flexitarians, standing at 40%.
The most favored choices among plant-based food and beverages were legumes, with 57% of respondents stating that they included them in their diet at least once a week. Following closely were “plant-based alternatives,” with 28% of respondents reporting regular consumption.
Legume-based substitutes had the lowest consumption rate, with only 17% of respondents incorporating them into their diets.
Over 40% of consumers expressed their intention to “increase” their consumption of plant-based products, with the primary motivating factors being the products’ good taste, health benefits, and affordability.
According to the researchers, trust in plant-based alternatives has risen, with nearly half of the survey participants stating that they now have greater trust in these products compared to three years ago. When asked to explain this shift, the most commonly cited reasons were that these products are considered safe for consumption, accurately labeled, and reliable.
When queried about their trust in plant-based alternatives, consumers indicated that they found plant-based protein to be the most reliable core ingredient, followed by cultivated meats and dairy, and proteins derived from fungi.
Despite the increase in trust, over 60% of participants expressed a desire for “greater transparency in product certification.”
The majority of plant-based alternatives are enjoyed within the confines of one’s home, as 60% of individuals reported purchasing plant-based foods from supermarkets.
Approximately 62% of respondents expressed their willingness to support tax exemptions for foods aligned with environmental and health values. Consumers in Italy, Spain, and the UK exhibited the strongest endorsement for policies that could promote increased adoption of plant-based diets.
Commenting on the survey results, Jasmijn de Boo, CEO of ProVeg International said, “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.”
According to a market report by GlobalData, the global plant-based food and beverage market is projected to attain a value of $94.2 billion in 2023 and is anticipated to experience a compound annual growth rate (CAGR) of 7.2% from 2023 to 2027.
The category of meat alternatives has faced sales challenges in certain advanced markets in recent quarters, notably in the United States.
In the UK, there have been companies that have gone under. In August, LoveSeitan, the plant-based business behind the Facon Bacon brand, had ceased operating.
Another UK startup, The Meatless Farm Co., went out of business in June. This loss-making alternative meat company, established in 2016, entered into administration, but its brand was rescued when VFC Foods, a fellow company, stepped in as the buyer.