Study: 38% of German and UK Adults Plan to Eat More Plant-Based Food

A recent study conducted by GFI Europe, Plant Futures, and HarrisX revealed that 38% of German and UK adults are planning to increase their consumption of plant-based foods. The study surveyed over 4,800 individuals in these two countries, which are known as Europe's largest plant-based markets. These individuals were categorized into three main groups based on their dietary intentions: those looking for healthier lifestyles, those seeking more plant-based foods without reducing meat and dairy, and those wanting to eat less meat and dairy without consuming more plant-based foods.

Despite only a small percentage identifying as vegan or vegetarian, a significant number of participants in the study considered themselves flexitarians, limiting their meat consumption. The report recommends that retailers and food producers present plant-based foods as part of everyday life, emphasizing their role in healthy diets. Additionally, brands should understand their target audiences and tailor their messages to promote factors such as muscle gain, weight loss, and sustainability. Recognizable cuisines, ingredients, and packaging designs are also suggested to help bridge the gap between consumer preferences and plant-based options.