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.


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%).


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.


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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