What motivates plant-based food choice in Europe?

Aim

Between 2018 and 2020, the European market for plant-based food alternatives grew by 49%.

Plant-based meat alternatives generated the most sales growth, while plant-based cheese substitutes are still in the early stages of development.

The aim of this study was to investigate motivations and barriers around the purchase and consumption of plant-based food alternatives - specifically plant-based meats and cheese.

Method

An online survey was designed in English and translated into official languages for nine European Member States, including Austria, Denmark, France, Germany, Italy, the Netherlands, Poland, Romania, and Spain, as well as the United Kingdom.

Targeted participants were 18 years or older who were fully or partially responsible for grocery shopping for the household. Participants received incentives for completing the survey through a market research agency.

Predetermined quotas were; gender 50/50 for males and females and age 20% in each age group (18-24, 25-34, 35-44, 45-54 and 55-70 years old). This allowed for cross country comparisons and broad population coverage.

The questionnaire included sociodemographic variables and assessed dietary lifestyle - omnivore, flexitarian, pescatarian, vegetarian and vegan, through self-reporting.

Determinants of behavioural intentions included in the survey were: food choice motives, trust towards plant-based alternative proteins and barriers to consumption.

Key findings

7,588 respondents completed the survey, ~750 from each country sample.

Most respondents reported following an omnivore diet (60%), then flexitarian (30%), pescatarian (3%), vegetarian (5%) and vegan (2%). 56% resided in urban locations.

40% had a university degree. 56% of households had children.

"Environment and ethics" and "intrinsic product quality" were identified as potential drivers of behavioural intentions towards purchase and consumption of plant-based meats and cheese alternatives.

Environment and ethics showed to be a positively associated with the intention to choose plant-based alternatives.

Environmental concern and healthy, sustainable eating have been highlighted as predictors of plant-based food consumption. These factors contribute to building trust and breaking down barriers to purchasing plant-based foods.

Intrinsic product quality factors explored in the survey were taste, freshness, pleasantness, healthiness, and overall good feeling. These were negatively associated with participants' willingness to choose plant-based cheese alternatives, but not the case with plant-based meats.

This could imply that the sensory quality of plant-based cheese alternatives is still deemed "unsatisfactory," where this may not be true for meat alternatives. Improvements in the sensory properties of plant-based cheese alternatives such as texture, taste, and freshness could increase trust, sales, and consumption.

Trust in plant-based alternative proteins was significantly associated with consumption intentions. Trust may play an important role in connecting food choice, motives, and intents.

Conclusion

This study found that environment and ethics are powerful positive motivators for purchasing plant-based food alternatives.

This message is critical to promoting and maintaining a dietary change towards more sustainable food consumption.

Improving the sensory attributes of plant-based food alternatives (plant-based cheese in particular) may increase trust in plant-based protein sources and improve the relationship between food choice motivations and purchase intent.

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