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. It is encouraging to observe that the positive trajectory in the acceptance of plant-based foods has not only been maintained but has also displayed interesting shifts across various demographics and European regions.
“Following on from the widely cited 2021 Smart Protein report ‘What Consumers Want’, this second round of research finds promising changes in European consumer preferences and behaviours over the last two years. The new report provides a deeper understanding of the long-term potential of the plant-based sector and offers practical recommendations so that further growth can be sustained.”
Jasmijn de Boo
Vice President, ProVeg International
ProVeg, together with the Smart Protein project, will be hosting a webinar exploring the results of the report. Join the webinar and learn more about the findings from this second survey round, which reveals a continued transformation of European eating habits.