Evolving Appetites: Current Evidence and Future Perspectives in Terms of Meat Substitutes in Europe

Consumers are increasingly aware of the environmental and health impacts of their food choices, leading to changes in consumption behavior. This study examines the consumption patterns and behaviors of European consumers regarding meat substitutes and identifies factors influencing their acceptance as alternative protein sources. The study involved 5000 participants from four European countries-France, Germany, Italy, and Spain with data extracted from the Mintel consumer database in 2024. Results indicate that over 50% of consumers in these countries have reduced their intake of red meat, with a notable portion of German consumers adhering to a vegan diet. Across the sample, females significantly differ from males, as they consume less meat, tend to limit their meat intake, and show a greater interest in reducing meat consumption. Baby Boomers predominantly consume more meat and show less interest in reducing their meat intake compared to younger generations. Economic and sustainability aspects are key perceptions driving the perceived benefits of reducing meat consumption. Additionally, preferences for locally sourced products, meat-like taste and texture, and natural ingredients are primary considerations when purchasing meat substitutes. Fish substitutes were rated as popular meat substitutes in France, Italy, and Spain, while breaded or battered meat/poultry substitutes were the most popular choice in Germany. Insights from this study are valuable for market researchers and the food industry, offering guidance on supplying appealing and sustainable protein alternatives that encourage a shift toward healthier and more sustainable consumption behavior.