Market & Consumer Reports

Plant-based eating in China: attitudes and opportunities

The worldwide surge in interest in plant-based eating has prompted much research about the adoption and acceptance of such diets…
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The Power of Color

Introducing Our Latest Report: “The Power of Color: Nudging Consumers Toward Plant-Based Meat Consumption”. Unlock the secrets of consumer behavior…
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Evolving appetites: European attitudes towards plant-based eating

This pan-European survey report carried out by ProVeg in partnership with the University of Copenhagen and Ghent University, as part of the Smart Protein project, provides compelling insights into Europe’s ever-evolving plant-based food sector.
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The future of fast food: consumer insights into plant-based menu items

Our recently published Fast-Food Ranking 2023 showed how the fast-food giants are incorporating plant-based options into their menus. Now we take a look inside the minds of consumers who reveal their honest opinions of these same fast-food chains and their plant-based offerings.
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2023 ProVeg International Fast-Food Ranking

Positive perceptions around plant-based food have increased dramatically in recent years, leading to an increase in overall demand. ProVeg ranked the five biggest global fast-food chains in terms of plant-based favorability: McDonald’s, Subway, Burger King, KFC, and Pizza Hut or Dominos. The countries sampled were Belgium, Czechia, Germany, the Netherlands, Poland, South Africa, Spain, the UK, and the US.
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2023 ProVeg UK Fast-Food Ranking

Positive perceptions and consumer demand for plant-based foods have increased dramatically in recent years, particularly among flexitarians. Fast-food chains, especially, have led the charge in response to this trend, adding partially or fully plant-based items while marketing them to their respective consumer groups. This shift is seeing huge strides in the UK, where more and more popular fast-food chains are improving and increasing their plant-based menu offerings.
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What’s on the menu?

Social psychologists, sociologists, and behavioral economists have been designing ways to encourage more people to choose plant-based options. This includes ‘nudges’ – designing environments that encourage better decisions without restricting choice. ProVeg International surveyed 1,000 UK residents to find out more about how ‘nudging’ through menu design influences the choice of plant-based options.
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Plant-based price parity

How much are consumers willing to pay for plant-based food products? This is the question that ProVeg tried to answer by conducting an online survey of 1,000 UK participants in July 2022.
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Consumer attitudes towards hybrids of plant-based and cultivated alternatives in the UK

Hybrid plant-based/cultivated foods represent massive opportunities towards producing tasty, healthy, sustainable and ethical food products. But how will consumers see hybrids of plant-based and cultivated ingredients?
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How did COVID-19 impact diets around the UK?

How and why, exactly, did people’s diets change during the height of the COVID-19 pandemic? Have any of these changes stuck? And what do they mean for the future? Our report analyzes the responses of 1,000 UK-based residents who were asked about their eating habits before, during, and after the pandemic.
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‘Plant-based’ vs ‘vegan’: understanding consumer perceptions of food-labelling terms

The words we use matter – especially when it comes to food products that consumers purchase every day. Labels should be familiar and easy to understand. Do consumers prefer products that are labeled ‘vegan’ to those labeled ‘plant-based’?
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How common labeling language impacts consumer perceptions of plant-based products

How does the labeling of plant-based products affect consumer perceptions? Which terms for describing such products are preferred by consumers?
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The impact of imagery on consumer attitudes towards cultivated meat

Our report on the role of images in consumer perceptions looks into consumer attitudes and understanding of cultivated meat, based on exposure to different images, thus providing clear recommendations to brands and media alike when it comes to presenting cellular agriculture products to the public.
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Communicating about cultivated meat: a definitive industry guide

How cultivated meat is portrayed is likely to have a significant impact on its future acceptance in society, which is why we have compiled a communication guide to provide an understanding of who the potential consumers of cultivated meat are – and which communication strategies have the potential to lead to greater acceptance.
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The Plant Milk Report: moving towards a healthy and sustainable diet

ProVeg’s first report on plant milk shines a light on the top-selling product in the entire plant-based alternatives market. Based on current studies, this detailed report explores the role that plant milks can play in terms of global healthy and sustainable nutrition, from producers through to distributors and consumers.
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Market & Consumer Reports

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Amplifying farmers’ voices: farming perspectives on alternative proteins and a just transition

A transition to alternative-protein production presents a huge opportunity for farmers at a time when climate change is becoming a major threat to traditional farming livelihoods.
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The future of the meat industry: Opportunities in alternative proteins

Plant-based meat alternatives have attracted a great deal of attention over the last few years. This report outlines the fastest-growing sectors and segments, and includes relevant consumer insights as well as the most common ingredients and technologies.
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Plant-based food in Europe

Market and consumer insights for food-industry professionals: What does the European plant-based market look like? What are European consumers’ consumption habits and thoughts about plant-based food? If you work in the European food industry, these reports are a must-read!
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European Consumer Survey on Plant-Based Foods

ProVeg International has surveyed several thousand consumers across nine European countries in order to identify priorities for product improvement and development based on consumers’ experiences of purchasing and consuming plant-based products.
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What Consumers Want

A pan-European survey by ProVeg International in partnership with Innova Market Insights, the University of Copenhagen, and Ghent University as part of the Smart Protein project – analyzed in detail.
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Food and Pandemics

By exploring the crucial connection between the current crisis and our animal-based food system, the ProVeg Food & Pandemics Report highlights how our food choices help to create a recipe for zoonotic pandemics.
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Plant-Based Foods in Europe: How Big is the Market?

Plant-based consumption is growing at record levels across Europe, according to the first and only data of its kind, published today by the Smart Protein project.
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