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More European Consumers Interested In Trying Plant-Based Products, Study Finds

By Dayeeta Das
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More European Consumers Interested In Trying Plant-Based Products, Study Finds

More than a half of European consumers are willing to explore plant-based meat alternatives, according to a new survey.

The survey on plant-based nutrition, conducted by HelloFresh and Kantar, included around 7,500 respondents in Germany, the UK, Denmark, Sweden and Norway.

Data showed that 57% in Germany, 54.3% in Denmark, 57.4% in Norway, 64.8% in Sweden and 61% in the UK are open to explore plant-based alternatives.

The study also found that only one in five consumers across these countries mostly or fully avoid meat.

Other Findings

More than two-thirds are slightly convinced that plant-based nutrition is more environmentally friendly than eating meat and dairy products, data showed.

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Over half of all respondents across the markets surveyed said they were slightly convinced that more consumers should switch to plant-based diets.

More than every second respondent said they wouldn’t want to follow a plant-based diet because it would be too hard to prepare (DE: 50.3%, DK: 50.1%, NOR: 53%, SE: 52.1%, UK: 51.3%).

Challenges

Price and taste emerged as other barriers preventing consumers from switching to more plant-based food items.

The data also unveiled that more than two thirds consider politicians responsible for making plant-based meat alternatives more affordable, while three in four see regulatory decision makers responsible for awareness around the health and environmental impact of plant-based nutrition.

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Tilman Eichstädt, COO of Upstream at HelloFresh, commented, "Half of consumers surveyed said they wouldn’t follow plant-based diets because they find it too hard to cook. [...]

"This gives us the chance to help customers to try out plant-based food in recipes which we are confident they will love. We want to show them it can be very delicious to use ingredients that are better for the environment.”

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