Half of Europeans are Eating Less Meat – But Taste & Price Are the Biggest Factors Affecting Plant-Based Alternatives

A recent survey across 10 European countries revealed that 51% of Europeans are consuming less meat annually, with health being the primary reason for this change. However, taste and price are the main factors affecting the consumption of plant-based alternatives, according to the report. While awareness of plant-based options has increased, with fewer Europeans identifying as flexitarians, taste remains a significant barrier to increased consumption, along with concerns about affordability.

Additionally, the report found that plant-based dairy is the most popular category of alternatives, with legumes being the favourite plant-based food among consumers. Despite the growing interest in plant-based foods, price continues to be the biggest deterrent for many Europeans, highlighting the need for businesses and policymakers to invest in research and infrastructure to make plant-based options more appealing and accessible to a wider group of consumers.