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The COVID-19 pandemic has accelerated consumers’ interest in healthy eating—including eating less meat. Here’s a look at the data on how European consumers are eating today and what’s ahead in meat alternatives.
While vegetarianism and veganism are still at relatively low levels in Europe (at 4% and 2%, respectively), one in three consumers now identify as flexitarian.1 Consumers in Germany and the UK are leading this trend, with 42% of German and 38% of UK consumers identifying as flexitarian.2 The proportion of European consumers reducing their meat intake or not eating meat at all ranges from 30% in Italy to as high as 56% in Germany.3
| Country | Flexitarian | Pescatarian | Vegetarian | Vegan |
|---|---|---|---|---|
| Germany | 42% | 2% | 9% | 3% |
| UK | 38% | 2% | 5% | 2% |
| France | 34% | 3% | 2% | 2% |
| Sweden | 29% | 3% | 2% | 2% |
| Italy | 25% | 2% | 2% | 1% |
Reducing meat intake has become a mainstream behavior in Europe. While COVID has made consumers more aware of the importance of diet in staying healthy, there are other reasons consumers have been reducing meat consumption—such as food safety and sustainability. For example, more than one in three Italian consumers say plant foods have no risk of containing antibiotics or hormones, while one in two French and German consumers restrict red meat for environmental reasons.4
This shift toward less meat consumption is opening doors for meat alternative brands in Europe. The first quarter of 2020 saw investments into European meat alternative companies surge.5 In addition, the pace of innovation has accelerated for both small startups and large CPG companies, with recently launched products such as Ojah’s Heppi Ribs (Netherlands) and Nestle’s Garden Gourmet Incredible 100% Plant-Based Bratwurst (Belgium) breaking new ground.
Plant-based meat brands are succeeding with sustainability messaging to increase awareness of the environmental impacts of meat and encourage conscious consumerism. Where some fall short, though, is in their products’ image as a natural alternative to meat. 44% of UK consumers are unclear what ingredients are used in meat-free foods, while 31% say they’re too processed to be healthier than meat.6
Some companies have launched animal/plant protein blends to give consumers the best of both worlds. Examples include Tesco’s Meat & Veg Lean Beef, Carrot & Onion Mince (UK) and Bell Barbecue Spinach Cottage Sausages (Germany). These products address consumers’ desire to reduce meat consumption, while also solving taste and texture issues that consumers may associate with plant-based meats.
In Germany, where the majority of consumers say they’re either reducing their meat intake or don’t eat meat,7 retail sales of meat substitutes are expected to nearly double between 2020 and 2026, reaching €1.27 billion.8 Key opportunities in this market include more realistic meaty taste and texture, more prepared meals containing meat substitutes, more fish alternatives, vitamin-mineral fortification to match meat’s nutrition, and lower prices to attract new users.9
Addressing European consumers’ new ways of eating requires an understanding of the trends in consumer preferences, as well as sourcing the right ingredients to meet those needs. To learn more about trends in ways of eating, check out our latest on-demand MegaTrends webinar. Contact us to get started or learn more about flexitarian trends.
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