Cultivated pork sausages

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Survey Finds EU Consumers Support Safe Cultivated Meat, Want the Freedom to Choose

A new survey on attitudes toward cultivated meat in Europe commissioned by the Good Food Institute Europe reveals that people across the continent believe consumers should be able to decide whether to eat or not cultivated meat after EU regulators deem it safe for consumption. The survey carried out by YouGov and touted as one of the largest “of its kind” ever conducted, polled over 16,000 consumers across 15 European countries: Belgium, the Czech Republic, Denmark, France, Greece, Hungary, Italy, the Netherlands, Poland, Portugal, Romania, Spain, and Sweden. Meanwhile, a separate poll focused on Austrian and German consumers. The findings show that participants in 13 countries favour its introduction into the market. For example, 69% in Portugal, 65% in Germany, 63% in both Austria (where agriculture …


Lidl Belgium drops prices of plant-based protein products

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Report: Which European Supermarket Chains Will Be the First to Meet Planetary Health Goals?

Global environmental advocacy organisation Madre Brava has assessed the climate and protein transition ambitions of Europe’s 15 largest supermarket chains to determine which will be the first to meet human and planetary health goals. The report finds that all the retailers have set targets to reduce the emissions of their food products, or plan to do so by the end of the year. However, Ahold Delhaize and Lidl currently take the lead. Lidl has committed to increasing plant-based protein sales and decreasing meat and dairy sales in six European countries — Austria, Belgium, Germany, Luxembourg, the Netherlands, and Switzerland. The retailer will also reportedly improve the ratio of plant to animal proteins sold in all 31 countries where it operates. Meanwhile, Ahold Delhaize told Madre …


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BCG Report Finds a 50% Market Share of Alternative Proteins Equivalent to Removing Half of All Gas-Fueled Cars

A new report published today by Boston Consulting Group (BCG), The Good Food Institute (GFI), and Synthesis Capital, titled What the Alternative Protein Industry Can Learn from EV Companies, states that if alternative proteins reached half of the market share of the global protein market, it would reduce agriculture and land use greenhouse gas emissions by almost a third by 2050. This shift would mitigate 5 gigatons of CO2 equivalents annually, the equivalent of removing 50% of gas-fueled cars from the road. “The parallels between the EV and alternative protein industries are striking. Both are disruptive technologies taking on incumbents whose products are rooted in consumer culture and identity. Both are responsible for large slices of global GHG emissions (passenger road transportation for 10%; animal …


Poultry meat on conveyor belt


UK Government Reports First Decrease in Meat Production in Over a Decade

The UK government’s annual Agriculture in the United Kingdom report has found that meat production declined by 3.7% last year, marking the first decrease in total production in over a decade. Over 70% of this decline was due to a significant 11% reduction in home-fed pig production. However, total meat production is still 13% higher than a decade ago at 4.1 million tonnes. Additionally, the total value of production increased by 5.8% to £10.9 billion last year, following price rises for cattle, pigs, and poultry. Government figures published last October also show that per capita meat consumption fell by 14% between 2012 and 2022, reaching the lowest level since records began in the 1970s. This was true across all types of meat, but particularly notable …


Close up of woman biting into Planted chicken

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EU Survey Reveals Color, Shape, & Texture of Plant-Based Fermented Foods are Paramount for Consumers

The first wave of consumer surveys from the EU-funded HealthFerm project has pinpointed the sensory preferences of consumers for fermented plant-based alternatives such as yogurt, drinkable yogurt, chicken, and protein-enriched bread. The survey, which reached 7,800 EU consumers in eight EU Countries and Switzerland, delves into European consumer preferences and attitudes towards plant-based fermented foods. It provides food innovators with guidance for developing plant-based fermented alternatives that align with consumers’ expectations. Creamy, sweet, and uniform. Consumers favor plant-based fermented yogurt and drinkable yogurt that is white, creamy, sweet, and uniform. The survey shows a clear preference for these products to mimic the characteristics of dairy-based yogurts, highlighting the importance of familiar textures and flavors. For both fermented plant-based drinkable yogurt and regular yogurt, “liquid,” “white …


Young couple eating burger outdoors, APA

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Study: What Influences Gen Z Consumers to Adopt Plant-Based Eating Patterns?

A study published in the journal Foods has examined the factors that affect the willingness of Gen Z consumers to adopt plant-based diets. The research questioned over 500 university students in Greece, India, and the UK. Most Greek and British students were responsible for their own meal planning, grocery shopping, and cooking, whereas Indian students tended to live with relatives and were less likely to prepare their own meals. Almost half of Indian students (46.5%) were receptive to the idea of shifting to a plant-based diet, possibly due to the country’s strong tradition of vegetarianism. However, just 14.4% of Greeks and 19.6% of Brits were open to the idea. Taste and nutrition 39.4% of respondents thought that plant-based products were too expensive, while 32.8% believed …


microbial protein Formo cheese sandwich

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Study Finds Consumers Less Likely to Buy Fermented Plant-Based Foods When CHEAPER Than Animal Counterparts

A study conducted by the EU-funded HealthFerm project has come to a surprising conclusion — making fermented plant-based foods cheaper than animal products could actually make consumers less likely to buy them. Study participants preferred fermented meat and dairy alternatives to be priced at parity with their animal-based counterparts, likely due to the perception that cheaper products are of lower quality. For example, 52.8% of respondents said they would buy a fermented milk alternative that was priced the same as dairy milk, but only 46.3% would buy a product that was cheaper than dairy. Just 9.6% would be willing to pay more for a plant-based alternative. The same pattern was observed for meat alternatives, though there was only a 1.2% difference in willingness to purchase …


Valsoia Super Burger

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Majority of Italians Support Using ‘Meaty’ Terms in Plant-Based Products Labels

A new survey by YouGov on plant-based product labels in Italy, commissioned by the Good Food Institute Europe, reveals that 68% of Italian consumers believe companies should be able to use “meaty” terms freely for plant-based products. At the same time, 69% believe that terms like ‘hamburger’ and ‘milk’ are appropriate for describing plant-based products, and only 21% feel these terms should be restricted because they could confuse consumers. Francesca Gallelli, Public Affairs Consultant at the Good Food Institute Europe, shared, “Our survey confirms that consumers understand terms like plant-based sausage and ham and that the ban on meat-sounding terms does not introduce any necessary protections; on the contrary, it is bound to create confusion, complicating access to products that play a key role in diversifying …


Fresh green broccoli on orange background


Study Finds Plant Nitrates Linked to Lower Mortality Risk, Raises Concerns Over Animal Sources

New research from Edith Cowan University (ECU), Australia, led by Dr. Nicola Bondonno, has found that nitrate from plants can lower the risk of death from various causes, including heart disease and cancer. On the other hand, nitrates from animal products and processed meats can lead to a higher mortality risk. Nitrate and nitrite are found in food and drink; their sources could be plants, processed meats (added as additives), drinking water, or animal products, where they naturally occur, and their consumption impacts human health in various ways. The source matters To shed light on the topic, the study researched whether the health outcomes associated with nitrate and nitrite consumption differed depending on the source of these compounds. After examining 52,247 participants from the Danish …


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“Largest” Blind Taste Test Reveals Insights on Plant-Based Meat Preferences

A comprehensive blind taste test has revealed that plant-based nuggets outperform their animal-based counterparts, according to a new report. The study, conducted by Food System Innovations (FSI) under its NECTAR initiative, claims to be the largest sensory analysis of plant-based meats to date, providing substantial insights into consumer preferences. The NECTAR initiative’s inaugural report, titled the “Taste of the Industry 2024,” integrates data from 1,150 American omnivores who evaluated 45 plant-based meat products across five categories. The products were assessed on 15 sensory attributes, and all plant-based items were compared to their animal-based benchmarks.  Key findings The taste test, which included Impossible Foods, MorningStar Farms, Quorn, Rebellyous Foods, and SIMULATE, found that plant-based nuggets were the top performers in the nugget category. Despite these successes, …


ProVeg plant-based eating in China

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Promoting Plant-Based Eating in China

Education is pivotal in the adoption of plant-based diets. This is the primary insight from a survey of over 1,000 Chinese consumers commissioned by ProVeg Asia, which revealed that nearly all consumers are willing to consume more plant-based foods once they learn about the benefits. The findings have been incorporated into ProVeg Asia’s latest report, Plant-based eating in China: attitudes and opportunities, which examines the extent to which Chinese people have embraced plant-based food. The report specifically examines Chinese consumers’ willingness to increase their plant-based food consumption after being informed about health and environmental benefits, as evidenced by peer-reviewed studies in international scientific journals. This invaluable guide also ranks the benefits provided by plant-based diets in terms of their perceived significance and identifies motivations and …


Research says UK diets could change radically in the coming years

Azolla pasta (AI generated). Image courtesy of Co-op.

Research Predicts Radical Change in UK Diets by 2054, Including Rise in Alternative Proteins

Research conducted by the FixOurFood project and the University of York on behalf of supermarket chain Co-op has predicted a radical change in UK diets over the next 30 years. The research anticipates a significant rise in alternative proteins as consumers become more health-focused and flexitarianism grows in popularity. Urban farming will become more prevalent, and may be used to produce cultivated meat and seafood products. Meanwhile, little-known ingredients such as azolla (aquatic ferns) may become widespread in everything from burgers to pasta. To illustrate these possibilities, Co-op has created a series of AI-generated images of possible future foods. In the coming decades, rising temperatures may mean that produce such as avocados and olives can be grown in the south of England. Traditional preserving methods …


Young man eating hamburger

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Study: Men Eat More Meat Than Women in Countries With Greater Gender Equality

Researchers at the University of Zurich have examined the meat consumption patterns of over 20,000 people from 23 countries to determine whether there is a connection between meat consumption and gender equality. The results indicate that people in wealthier countries eat more meat than those in developing countries, and men eat more meat than women. But somewhat surprisingly, gender differences in meat consumption are greater in countries with higher levels of gender equality and social and economic development. The researchers theorize that this is because people in these countries have more opportunities to express their food preferences. Of the 23 countries studied, there were only three where men did not eat more meat than women — China, India, and Indonesia. The largest gender differences were …


European climate food tech startups raise significant funding

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European Climate FoodTech Raised Over $2Bn in 2023, Surpassing the US for First Time

The annual Food for Climate Report by FoodLabs and has analysed over 1200 VC-backed, climate-focused food startups across 40 segments, determining the state of the sustainable food and ag-tech ecosystem in Europe. The results show that European climate food tech startups raised over $2 billion in 2023, surpassing the US for the first time. Alternative protein startups raised $365 million; within this, fermentation-based ventures saw a twelvefold funding increase compared to 2020, raising $76 million. In 2024, fermentation startups have already raised $12 million, becoming the third-most-funded segment and surpassing plant-based alternative proteins. This year has also seen an increase in mycelium-based alt proteins. Alternative cocoa startups raised $69 million in 2023, more than twice the sum raised in 2022. Sustainable packaging and biomaterials …


Plant-Based Brand Zrou expands across Northern China

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Chinese Consumers Are Open to Plant-Based Diets When Aware of Health Benefits

A new study by ProVeg International, “Plant-based eating in China: attitudes and opportunities,” found that nearly all Chinese consumers (98%) are willing to eat more plant-based foods after learning about their health benefits. The Kantar Group’s survey targeted 1,000 people in major cities like Beijing, Shanghai, and Guangzhou. Primarily omnivores and flexitarians, respondents were presented with 15 statements highlighting the advantages of plant-based diets. These benefits spanned health, the environment, animal welfare, food security, and taste. Health concerns drive interest The survey employed an “Agreement/Persuasion Matrix” to categorize the benefit statements. This method allowed researchers to identify which benefits resonated most with consumers and which were most persuasive in driving dietary changes. At the end of the survey, the research identified a strong correlation between awareness …


fish Volcani Institute

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USA: 91% of Seafood Consumers Are Worried About Our Oceans, Many Would Eat More Seafood if it Did No Harm

A survey conducted by GlobeScan on behalf of the Marine Stewardship Council (MSC) has found that 91% of American consumers of seafood are worried about the state of the oceans — up from 82% in 2022. Of the more than 3,700 people surveyed, over 3,100 said they were changing their diets. 34% of this group said they were making the changes for environmental reasons, with health and price also listed as factors. The most significant change was in red meat consumption, which 34% of respondents had cut down on in the past two years. Additionally, 36% were eating more vegetables. 16% of shoppers had increased their fish consumption; however, 19% said they would eat more seafood if they knew it wouldn’t harm the oceans, indicating …


Mycorena's mycelium meat

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The Role of Science-Driven Alt Protein Startups in Addressing Global Food Security

A recent review article published in Nature Communications explored an ecosystem of alternative protein startups and their science-powered innovations, exploring the potential market penetration of products and their impact on addressing the food security challenge — doubling protein demand by 2050 without relying on animal agriculture. Elena Lurie-Luke and her team at the Department of Biosciences at Durham University, UK, utilized science-driven startups as a data source to assess progress in alternative proteins, emphasizing their agility and innovative capabilities. Translating innovation to the market The researchers categorized the startup ecosystem based on their product development approach to create alternatives to meat and fish proteins into three groups: Replace, Modify, and Make. The study used already-developed products as examples to analyze the potential of products to …


close up woman chewing Dévore food NUGGS

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“But Avocados Are Bad”: Study Examines Excuses and Justifications Consumers Use to Avoid Cutting Out Meat

A study conducted by scientists at the University of Copenhagen has examined the “excuses and justifications” used by participants to legitimise their reluctance to reduce their meat consumption. While all participants agreed that eating less meat was important for the climate, many quickly began deploying various excuses to explain why they could not do so. Some labelled vegans as extremists, or said their partner insisted on eating meat. Others used inaccurate arguments, insisting that they had a biological need for meat or that meatless meals are less filling. Some even cast doubt on whether the climate footprint of meat is as large as it is claimed to be, despite an abundance of evidence. Derailing the conversation Many participants also attempted to shift the focus away …


Cultivated meat startup Orbillion Bio has raised venture capital funding to develop further its predictive model or "scale-up algorithm" for cultivated meat.

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Are US Consumers Beginning to Accept Cultivated Meat?

Recent studies tracking US consumer attitudes toward cultivated meat have found a relatively positive outlook for a product yet to be available for mass consumption. A YouGov survey of 9,272 US adults conducted in May 2024 revealed only 50% of the participants preferred to eat animal meat when asked to choose between traditional and lab-grown meat, assuming it was identical to meat. Interestingly, 14% responded that they wouldn’t eat either. This 50% preference for animal meat was consistent across various categories — region, gender, politics, age, and race — with only slight variations. The most significant divergence was political: 68% of Republicans preferred animal meat over lab-grown meat. The survey questioned whether participants would consider trying meat made in a laboratory instead of animal or …


Switch Foods Abu Dhabi

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Report Highlights Role of Alternative Proteins in Enhancing Food Security in the UAE

The Dubai Future Foundation (DFF) has released a report outlining how alternative proteins could enhance food security in the UAE. Estimates cited in the report suggest that 374 million tonnes of meat will be needed to meet global demand by 2030, as incomes rise and the population continues to grow. The authors discuss the role of three categories — plant-based meat, precision fermentation-derived products, and cultivated meat — in addressing this demand. Plant-based meat According to the report, the market share of the plant-based meat sector has significantly increased and is expected to exhibit a compound annual growth rate of 20.6% globally by 2030. Some predictions estimate that the plant-based meat market in the MENA region will reach around $380 million in the next few …