Consumption of legumes and plant-based alternatives continues to grow in Europe

Background

The Smart Protein Project, backed by the European Commission, seeks to develop alternative protein ingredients and products for human consumption with positive impacts on bio-economy, the environment, biodiversity, nutrition, food security, and consumer trust and acceptance. This initiative addresses the rising demand for protein sources with a reduced environmental burden.

Insights from their November 2023 consumer survey

The Smart Protein Project unveiled its latest report, "Evolving appetites: an in-depth look at European attitudes towards plant-based eating" in November 2023. This report serves as a sequel to the 2021 survey report, "What consumers want," conducted by ProVeg International in collaboration with Innova Market Insights, the University of Copenhagen, and Ghent University.(1)

Survey Methodology

In June 2023, a 20-minute online survey engaged 7,500 participants aged 18 and above across 10 European countries: Austria, Denmark, France, Germany, Italy, the Netherlands, Poland, Romania, Spain, and the UK.

Key findings

Europeans aim to reduce their meat intakes

• Over half of European meat consumers report to have reduced their annual meat intake, with reductions reaching up to 46% in 2021.

• Health is the primary driver for meat reductions, cited by 47% of respondents, followed by animal welfare at 29% and environmental factors at 26%.

• Italy, Germany, and France report the most significant reductions, with 58% of citizens acknowledging reduced meat consumption.

Omnivorous diets still dominate despite a will to adopt plant-based diets

• 27% of respondents identify as flexitarians, a slight decrease from 2021, while omnivores still dominate at 62%.

  • Germany leads in adopting flexitarian diets, with 40% of Germans identifying as flexitarians.

• Limited variability in flexitarian habits across age groups, with women more likely to be flexitarian and men more inclined towards an omnivore diet.

• Few vegans and vegetarians, accounting for just 8% of the European population.

Legumes are by far the preferred plant-based protein option

• Legumes are the top choice for consumers, with Spain and Italy leading in consumption.

• 57% consume legumes at least once a week, with 11% daily, 31% 1-3 times a week, and 15% 4-6 times a week.

• Quinoa (24%), tofu (20%), seitan (16%), and tempeh (16%) are also consumed weekly.

Popularity of plant-based alternatives to dairy and meat continues to grow

40% of Europeans express a desire to increase their consumption of plant-based alternatives to dairy, meat, and fish in the next 6 months.

Replacing dairy with plant-based alternatives is the second most popular choice for 37% of Europeans.

• 36% consume plant-based drinks, and 33% consume plant-based yogurt alternatives.

• Plant-based cheese is consumed by 9% of Europeans.

Alternatives to meat

34% of Europeans intend to increase their consumption of meat alternatives, with Denmark leading the way.

Despite good intentions, significant gaps exist between reported intentions and actual meat consumption and adoption of plant-based diets

Barriers to plant-based eating

Barriers to shifting to more plant-based habits include a lack of physical opportunities (availability and accessibility), integration into cultural contexts, lack of education and knowledge, and preconceptions about the difficulty of preparing plant-based meals.

How to better market legumes and alternatives to meat and dairy products

Motivators

Taste remains the primary motivator for all age groups and genders, followed by considerations of health, affordability, and freshness.

Addressing barriers: strategies to overcome barriers include tackling affordability, limited choices, lack of information, and education, availability and accessibility.

Challenging misconceptions: counter misconceptions relate to poor taste and compromised nutritional adequacy of plant-based options.

Smart Protein Project recommendations

Targeted educational campaigns

• Bridge the intention-action gap by focusing on educational campaigns to promote meat reduction.

• Encourage government institutions to provide plant-based meal solutions in schools, offices, and hospitals.

Transition to sustained commitment

• Emphasise the benefits of transitioning to plant-based diets for all demographics.

• Encourage food manufacturers to enhance the taste, availability, accessibility, and affordability of plant-based alternatives.

Achieve mainstream acceptance

• Extend efforts beyond plant-based alternatives to gain mainstream acceptance of plant-based lifestyles.

• Prioritise traceability and ingredient origin tracking for consumer trust.

• Leverage trusted and credible social media influencers to positively impact the acceptance of plant-based diets.

Cultivation of protein products

• Advance the cultivation of protein products to attract a broader consumer base to adopt plant-based eating habits.

Optimise marketing campaigns

• Acknowledge that relying solely on consumer intention and actions is insufficient.

• Optimise marketing and social media campaigns by providing credible and enticing information.

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