More Than Half Of Europeans Are Cutting Down Meat, Study Finds

A survey conducted by ProVeg, Ghent University, and the University of Copenhagen found that more than half of European meat-eaters are actively trying to reduce their meat consumption. The main motivations cited for eating less meat include health, environmental impact, and animal welfare, with health being the primary reason for 47 percent of respondents. Flexitarians, who eat more plant-based diets without excluding animal products, are more likely to be motivated by animal welfare than omnivores.

The survey also highlighted a growing interest in consuming legumes as a healthy and sustainable source of plant-based protein. However, legumes are currently under-produced and under-consumed in Europe, with only two percent of agricultural land being used for their cultivation. Cultivating trust in plant-based meat alternatives is also important, with 46 percent of Europeans expressing more trust in these products compared to two years ago. Transparent information about production and ingredients can help encourage more consumers to shift towards a better diet for their health and the planet.