The survey was carried out by ProVeg in partnership with the University of Copenhagen and Ghent University
A pan-European survey, called “Evolving appetites: An in-depth look at attitudes towards plant-based eating” and funded by the EU’s Smart Protein project, has found that 49% of meat eaters in Denmark claim they are actively reducing their annual meat consumption.
Denmark’ results of the Smart Protein consumer survey show enormous potential for the country’s plant-based sector and suggest key opportunities for food companies to successfully expand their plant-based product range, in both retail and food service.
This report follows on from the European report which was published in November 2023. It finds that promising changes on the overall consumer preferences and behaviours have been made over the last two years in Europe.
“The future here will be shaped by the quality of new products being developed – especially several startups producing fermented products appear promising – as well as the implementation of the best nudging practices, and the resources allocated to train chefs in preparing plant-based dishes”. Rune-Christoffer, Secretary-General at Vegetarian Society of Denmark & Deputy Chair at International Vegetarian Union.
750 people in Denmark were asked about their attitudes towards the consumption of plant-based foods, their trust in these products, their current consumption habits and the key drivers of their food choices.
Highlights:
- 48% of meat consumers in Denmark report having reduced their annual meat intake.
- The primary motives for reducing meat or dairy consumption are health (39%), environment (37%), and animal welfare (25%).
- Respondents in Denmark plan to substitute animal-based foods with legumes (41%), legume-based foods (42%), plant-based meat alternatives (39%), and plant-based dairy alternatives (42%).
- Price (29%) and taste (29%) remain the key barriers to choosing plant-based alternatives.
- 62% want policymakers to enhance transparency standards in product certifications, and 63% advocate for the removal of taxes on food that support a healthier lifestyle.
Forthcoming webinar on the survey
A webinar will take place on 30 May 2024 between 11 am–12 noon (CET) allowing participants to learn more about consumer preferences and behaviours towards plant-based foods over the past two years.
Those taking part will gain a deeper understanding of the long-term potential of the plant-based food industry and the extent to which further growth can be sustained. If you work in the food industry, you can’t afford to miss this webinar! Register here.
For more information contact: Elsa Guadarrama at [email protected]
ENDS
Notes to Editors
Download the main report here.
For media inquiries, email Peter Rixon at [email protected]
About the Smart Protein Project
Smart Protein is a €10-million, EU-funded project that seeks to develop a new generation of foods that are cost effective, resource efficient, and nutritious. Alternative protein sources such as legumes and side streams from beer and pasta production are used to generate plant-based ingredients and plant-based meat, seafood, dairy products, and baked goods.
About ProVeg International
Our vision is a world where everyone chooses delicious and healthy food that is good for all humans, animals, and our planet. ProVeg International is a food awareness organisation with the mission to replace 50% of animal products globally with plant-based and cultivated foods by 2040.
