In Europe, the average consumer has begun to reduce their meat consumption, and strongly trusts in the quality and safety of plant-based foods, with 60% of consumers reporting that they trust the accuracy of labels on plant-based foods. However, they would be willing to eat more plant-based if two key pain points are addressed: affordability and variety.
 
These new findings come from consumer research Innova Market Insights conducted as part of the EU-funded Smart Protein Project, alongside the University of Copenhagen and Ghent University, in which thousands of European consumers across 10 countries shared current views on plant-based products.
 
Almost half of all respondents said that they had already reduced their meat consumption significantly, with just under 40% saying that they intend to do so in the near future. Around three in 10 consumers plan to reduce their dairy consumption, with a similar number stating a desire to consume “substantially more” plant-based dairy and meat alternatives.
 
Around half of flexitarian respondents say there is not enough choice of plant-based products in supermarkets or restaurants, while they perceive the available alternatives to be generally too expensive. However, consumers expressed a desire for a greater availability and range of plant-based poultry, beef, salmon, tuna, and cheese offerings.
 
Innova reports that based on the direction its survey results have gone, consumers are increasingly willing to accept and seek out alternatives across a wider range of products and occasions. Branching out into more product forms, from convenience foods to gastronomy, remains a lead opportunity in the space, the company said.
 
Adding to this the European survey for the Smart Protein project revealed that taste and healthiness are still the biggest flexitarian purchase driver for any particular plant-based food. Runners up are freshness, a lack of additives, and lower prices, and innovations in source proteins and finished goods will address the clear demand in Europe for new product offerings.