Plant-based diet rise. Health and environment are seen as key driving forces in Europe

Once, veganism was often dismissed as a caprice, with those maintaining a plant-based diet frequently presented with fish as their only option. However, attitudes are shifting, and locating vegan dishes on restaurant menus is becoming less challenging. A culinary revolution is materializing on Europeans' plates, with many embedding practices to reduce, or even eliminate, their meat consumption. Several reasons are behind this transition, with one dominating the rest.

The ProVeg Foundation, in partnership with the University of Copenhagen and Ghent, undertook a study that scrutinized the dietary habits of Europeans. The study captured data from 7,500 individuals spanning across ten countries, namely, Austria, Denmark, France, Germany, Italy, The Netherlands, Poland, Romania, Spain, and the United Kingdom.

The report highlighted that the primary motive driving people to scale back on their meat consumption is health concerns (47 percent), particularly prevalent in Romania and Italy. Secondary reasons include environmental concerns (29 percent), primarily in Denmark and the Netherlands, and animal welfare (26 percent), with significant consideration in Germany and The Netherlands.

The findings from the report suggest that an astounding 66 percent of Europeans include legumes in their diet, 53 percent of whom desire to increase their consumption. An average of 28 percent chooses plant-based substitutes for meat or dairy at least once a week. The majority prefer plant-based cuisine at home but opt for traditional dishes when dining out.

About 46 percent of participants reveal they have been limiting their meat intake or completely abstaining for two years. Their dietary preferences range from veganism, vegetarianism, flexitarianism, to pescatarianism.

An increasing number of individuals are choosing to limit their meat intake. This trend provides valuable insights for policy-makers and industry figures and can be leveraged for strategic decision-making that aligns with the production and marketing of plant-based foods - Jasmijn de Boo, General Director of ProVeg International.