Data from the Smart Protein PAN EU survey of more than 7,500 respondents across 10 European countries was analysed in order to better understand European consumers’ barriers towards plant-based food consumption. A special focus has been placed on how barriers towards plant-based food consumption differ according to dietary lifestyle.
Summary and key findings:
- Issues of availability, price, and a lack of information were the barriers with the highest scores across all dietary lifestyles.
- Taste expectation of plant-based foods and the hedonic experience have also been found to be important barriers towards dietary shifts. Omnivores scored significantly higher than the other groups in the statement that plant-based foods would not be tasty enough.
- The experience of barriers differs significantly, depending on the chosen dietary lifestyle. Omnivores were more likely to score higher in the barriers to dietary shifts than vegetarians, vegans, or flexitarians.
- Communication and behaviour-change strategies should be targeted according to people’s current dietary lifestyle. Future interventions should address lay beliefs regarding the necessity of meat in a healthy diet, as well as the experience of plant-based foods, with a special focus on their sensory characteristics and the pleasure obtained from their consumption.
Access the full paper here.