Product variety has come a long way in the past years. While vegetarian and vegan specialty products used to be the exception, they are now more popular than ever. Plant-based alternatives to meat and dairy are becoming more and more present in supermarkets of all kinds, all across Europe. How do consumers view this development, why do they opt for plant-based alternatives and why not? What’s the industry experts’ take on future trends? This study answers these and more questions.
“We were surprised to see which consumer group is the real driving force that hikes up the demand in plant-based products. It’s not vegetarians or vegans. This development is rather driven by a highly diverse consumer group that is not yet in the focus of producers and marketers.”
Dr. Beate Gebhardt, University of Hohenheim, Department of Agricultural Markets.