2023欧洲植物性食品消费调查报告-英文版

www.smartproteinproject.eu Evolvingappetites:anin-depthlookatEuropeanattitudestowardsplant-basedeating Afollow-uptothe2021surveyreport‘WhatConsumersWant’ November2023 ThisprojecthasreceivedfundingfromtheEuropeanUnion’sHorizon2020researchandinnovationprogrammeundergrantagreementNo862957. Content Executivesummary3 Introduction5 Surveymethodology6 Lookingbackatthe2021results7 ChapterI:Exploringmeatreductionanditsmotivations8 ChapterII:Exploringthetransitiontowardsaplant-basedlifestyle19 ChapterIII:Understandingconsumptionbehaviours: Plant-basedfoodperspectives24 ChapterIV:Marketopportunitiesforplant-basedalternatives32 ChapterV:Socialmedia’sinfluenceonEuropeanattitudes andpurchasebehavioursr48 ChapterVI:Europeanopiniononfoodpolicyactions51 ChapterVII:Conclusionsandfinalrecommendations53 Keyrecommendationsforthefuture56 Imprint59 ExecutiveSummary ThislatestSmartProteinconsumerresearchshedslightonanongoingshiftinEuropeaneatinghabits.Notably,51%ofEuropeanmeatconsumersreportreducingtheirannualmeatintake,upfrom46%in2021.Healthemergesasthemostinfluentialfactor(citedby47%ofrespondents)drivingthischange.ThelargestreductionsinmeatconsumptionareseeninItaly,Germany,andFrance,wheremorethan58%ofconsumersreporthavingreducedtheirmeatconsumption.However,ourfindingsalsohighlightasignificantgapbetweeninten-tionandactionandsuggestthatrespondentsdonothaveanaccurateideaoftheirownlevelsofmeatconsumption. Intermsofdietarylifestyles,27%ofEuropeansidentifyasflexitarians,1thatis3%lessflexi-tariansthanin2021.Germanytakestheleadin2023,with40%ofindividualsidentifyingasflexitarian. Whenlookingatwhichplant-basedfoodsarebeingembracedbyEuropeanconsumers,thedatasuggeststhatlegumesarethemostpop-ularoption.57%ofrespondentsincorporatelegumes2intotheirdietsatleastonceaweek,while28%regularlyeatplant-basedalternatives3and17%regularlyeatlegume-basedalternatives.4Furthermore,43%ofrespondentsplantoincreasetheirconsump-tionandpurchaseofanyoftheseproducts.But,it’simportantthattheyaretasty(53%),healthy(46%),andaffordable(45%). 51%ofEuropeanmeatconsumersreportreducingtheirannualmeatintake,upfrom46%in2021. Lookingatperceptionsaroundtrust,46%ofEuropeanssaidthattheytrustplant-basedalternativesmorethantheydidthreeyearsago.Thisismostlybecausetheyareconsideredsafetoconsume,accuratelylabelled,andreliable.Whencomparedtoothersourcesofprotein,plant-basedproteinisperceivedasthemosttrustworthycoreingredientforplant-basedalternatives,followedbycultivatedprotein(e.g.cultivatedmeat,cultivateddairy,etc.)andfungi(e.g.mushroom,mycelium,yeast). Regardingtheinfluenceofdigitalmediaoncon-sumerperceptions,45%ofsocial-mediauserstrustonlinesourcessuchassearchenginesandhealthandnutrition-societywebsites themostwhenlookingforaccurateinfor-mationaboutplant-basedfood. 1Definitionusedinsurvey:meat(e.g.beef,pork,chicken). 2Definitionusedinsurvey:Isometimeseatmeat,butIamtryingtoreducemymeatconsumptionandoftenchooseplant-basedfoodsinstead. 3Definitionusedinsurvey:Legumesaresourcesofplant-basedprotein,andincludelentils,beans,soya,andchickpeas(dried,canned,frozen). 4Definitionusedinsurvey:Plant-basedfoodalternativesareproductsmadesolelyfromplant-basedingredientsandaredevelopedtoresembleconventionalanimal-basedfoodssuchasmeatordairy.(Examplesincludesoyaburgersandsoyamilk). ThestudyalsoreflectsanurgentneedforpolicyactioninEurope’sfoodsector.Asubstantial63%ofEuropeanconsumerswouldliketoseemoretransparencyinproductcertification,while62%supporttax-freefoodproductsalignedwithenvironmentalandhealthvalues.Italy,Spain,andtheUKstandoutwithstrongsupportforpolicymeasuresaimedatshiftingthepopulationtowardsmoreplant-basedeating. Insummary,thedatasuggestsabroadandongoingshiftacrossEuropetowardsmoreplant-basedeating.However,Europeaneatinghabitsonthewholeremainunsustainableandamultifacetedstrategyisneededtofurtheracceleratethisshift.Thisstrategyshouldincludeemphasisingthelong-termhealthbene-fitsofplant-baseddiets,tailoringmessagingfordiversegenerationsandregions,imple-mentingtransparentandtrustworthylabellingschemes,and,mostcrucially,ensuringthatplant-basedproductsareeasilyaccessible.It’salsoimportanttoresponsiblyleveragetheinfluenceofsocialmediainguidingcon-sumerpurchasedecisions.Finally,thecurrentmomentumofcultivatedfoodsinEuropepre-sentsanopportunitytocapitaliseonconsum-ers’demandforhealthierandmoresustainablefoods.Bycombiningtheseapproaches,theshifttoplant-basedeatingcanbefurtheraccele-rated,contributingtoahealthierandmoresustainablefuture. Followingonfromthewidelycited2021SmartProteinreportWhatConsumersWant,thissecondroundofresearchfoundpromisingchangesinEuropeanconsumerpreferencesandbehavioursoverthelasttwoyears.Thenewreportprovidesadeeperunderstandingofthelong-termpotentialoftheplant-basedsectorandofferspracticalrecommendationssothatfurthergrowthcanbesustained. JASMIJNDEBOO CEOofProVegInternational Introduction Overthepastfewyears,therehasbeenaremarkablesurgeinthepopularityofplant-basedfoodproductsinEuropemostlydrivenbyconsumersembracingsustainable,ethical,andhealth-consciousdietarychoices.5