41.8% of Europeans have tried alternative proteins in the last 2 years

A joint 13-country survey by FMCG Gurus and V-Label, perhaps the world’s best-known independent vegan and vegetarian product certification organisation, has revealed the changing attitudes of European consumers towards alternative proteins and sustainability.

According to the survey, 52.2% of Europeans have changed their diet in the last two years and 29.2% have reduced their red meat consumption. In addition, 41.8% have tried alternative protein sources such as pulses and plant-based foods.

These changes are mainly driven by awareness of the health benefits of plant-based foods, the environmental impact of animal production and animal welfare concerns. However, price, availability and taste constraints continue to hinder the wider uptake of plant-based alternatives.

Consumers and sustainability

The results also show that 44.5% of European consumers believe that the environment has already suffered irreversible damage, while 69.2% expect brands to inform them about sustainability. 35.1% of respondents have tried to find more sustainable food brands and 26.6% have switched to a more environmentally friendly retailer.

Sustainable food is no longer just a problem for a thin section of society

In response to the research findings, V-Label encourages brands to increase the availability of plant-based products, highlight their health and environmental benefits, invest in consumer education campaigns and increase transparency through clear labelling and certification.

Other research confirms that Europeans are increasingly turning to plant-based diets. According to a survey published at the end of 2023, 51% of Europeans and 48% of Britons will actively reduce their meat consumption.

In addition, 48% of Spanish consumers have reduced their meat consumption in the past year, according to data published by ProVeg as part of the EU Smart Protein project. And per capita meat consumption is on a downward trend in several European countries, including the Netherlands, Austria and Germany.

“Sustainability is no longer just a layer issue. It has become a priority for the majority of consumers, 71.3% of whom believe that brands should do more to protect the planet,” said Martin Ranninger, co-director of V-Label International. – “62% of consumers want to see sustainability information on product packaging and 44% at the point of purchase. V-Label is exactly where the majority of European consumers expect clear and transparent communication from food brands and retailers.”

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