Brits & Germans Look to Cut Back on Meat & Eat More Plants

A new poll has found that more than two in five consumers in Europe’s largest plant-based markets, the UK and Germany, are interested in eating less meat or already doing so. Half of adults in these countries are interested in changing their diets by either reducing meat intake or incorporating more plant-based foods. Despite the popularity of flexitarianism, consumers in the UK and Germany still face barriers such as taste, convenience, and familiarity when it comes to choosing plant-based options.

The research also revealed that consumers in both countries are more interested in whole foods than vegan alternatives to meat. Factors such as cost, health concerns, and shifting taste preferences are driving this shift away from meat and dairy. The plant-based industry in these countries must address these barriers by developing tastier products, communicating nutritional benefits clearly, and providing support to help consumers overcome their lack of familiarity with plant-based foods. Collaboration among stakeholders, tailored product messaging, and a focus on consumer feedback are suggested strategies to normalize plant-based eating and support healthier, more sustainable dietary choices at scale.