ProVeg International

two people wearing "go vegan" t-shirts at Oslo vegetarfestival

Oslo vegetarfestival 2023, Photo Credit: Oslo Vegetarfestival
Charity & Campaigns

Help Spread the Plant-Based Message in Norway!

The Oslo Vegetarfestival is the largest plant-based event in central Oslo and has been running every year for over a decade. To further increase its impact, the organisation works with other festival and event organisers in the country to make plant-based food offerings available at their events. Oslo Vegetarfestival has also started hosting the Future Foods conference, Norway’s go-to event for the plant-based food industry, to foster innovation and collaboration among all stakeholders. It’s the only event of its kind in the country, made possible with the help of ProVeg Grants. Since launching in 2019, ProVeg Grants has provided more than 900 grants to organisations and individuals in over 90 countries working to change the global food system. Your donation to ProVeg Grants will help …

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Headshot of Lea Stockmeier, Project Director NFC and Senior International Event Manager

Lea Stockmeier, Project Director NFC and Senior International Event Manager © ProVeg
Interviews

ProVeg: “At This Year’s New Food Conference, We’re Exploring Everything From Consumer Preferences to the Role of Legacy Dairy Companies in the Protein Transition”

The New Food Conference (NFC) stands as one of Europe’s top events in the food industry, bringing together international food experts, scientists, innovative startups, retailers, and policymakers. The conference focuses on the latest advancements in the alternative protein sector, delving into the future of food through high-profile talks, networking opportunities, and live product tastings. The NFC 2024 kicks off on September 3 with insightful sessions on the European market, featuring leading pioneers and top innovators from the food industry. We spoke with Lea Stockmeier, Project Director NFC and Senior International Event Manager at ProVeg, to learn about this year’s New Food Conference’s key highlights. What is unique about this year’s New Food Conference compared to previous editions? This year, the conference will not only focus on the consumer …

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meat vs vegetables

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Fairs & Events

Hear How Society is Reaching “Tipping Point” and Eating Less Meat is Becoming Normalised at This Event

Attendees at this year’s New Food Conference will hear how “a societal tipping point” is approaching, as eating less meat becomes normalised. Among the key speakers is Professor Armando Perez-Cueto of Umeå University in Sweden which last month released the results of a survey of 7,800 EU consumers from nine European countries. The study found that 27% of survey respondents who described themselves as omnivores eat meat less than three times a month. “This consumer study has shed light on the development towards a societal tipping point. With about 27% of omnivores eating as flexitarians, without identifying as flexitarians, this is a step forward, as it suggests that reducing meat consumption is becoming the new normal,” Professor Perez-Cuteo commented. The Berlin conference on 3 September, …

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Califia Farms oat milk

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Milk- and Dairy Alternatives

How Plant-Based Milk Claimed the Top Spot

Across Europe, the success of plant-based milk is easy to see. Step into most leading supermarkets and you’ll find a variety of plant-based milk products lining the shelves – in both the chilled and long-life milk aisles. It’s not just our supermarkets; plant-based milk can be found in popular food service venues, big-name hotels, and even schools throughout Europe. In our homes, non-dairy milk is now a staple. Ahead of next week’s World Plant Milk Day (August 22), ProVeg International shares the latest market data and uncovers how plant-based milk became king. An overview of the plant-based milk industry In 2024, the non-dairy milk market is valued at an estimated USD 5.60 billion. It is projected to grow significantly, reaching USD 10.96 billion by 2029, with …

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plant based products on shelf

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Sustainability / Environment

The Intersection of Sustainability and Nutrition in Food Innovation

In the rapidly changing food industry, prioritising sustainability and improving the nutritional profiles of products has never been more crucial. Food companies can play an important role through responsible product development, reformulation, and fortification. ProVeg International’s latest New Food Hub guide dives into the intersection of these vital areas, giving food industry stakeholders actionable insights to drive positive change. Here, we highlight why this approach is important for the food industry’s future, sharing some insights from the guide. Where nutrition and sustainability meet The global food system faces immense pressure to feed a growing population while addressing climate change, resource depletion, and public health challenges. Traditional food production methods are no longer sufficient. The industry must innovate to produce food that supports both human health …

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Charity & Campaigns

African Vegan on a Budget: Help Spread the Plant-Based Message in Africa

Zimbabwean influencer Chef Cola has a deep passion for plant-based cooking – and is using her expertise to bring her African Vegan on a Budget programme to people all over Africa. As a ProVeg grantee, Chef Cola has made sustainable plant-based programmes available across Zimbabwe. Now, with African Vegan on a Budget, she is ready to broadcast her message across Africa by giving people from all over the continent the tools and knowledge they need to integrate plant-based eating into their lifestyles. You can support Chef Cola and African Vegan on a Budget by making a contribution to ProVeg Grants. Since launching in 2019, the programme has provided more than 900 grants to organisations and individuals in over 90 countries working to change the global …

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number of schoolchildren standing in front of their school building

© Uganda Vegan Society
Charity & Campaigns

Help Organisations Like the Uganda Vegan Society Bring More Plant-Based Meals to Schools

The Uganda Vegan Society provides nutritious plant-based meals to a growing number of schoolchildren, with its Vegan Lunch Campaign focusing on the importance of making conscious choices that positively impact the world. The Uganda Vegan Society receives financial support and technical expertise from ProVeg Grants. With your help, more organisations like the Uganda Vegan Society can provide more plant-based meals to more schools. Since launching in 2019, the ProVeg Grants programme has provided more than 900 grants to organisations and individuals in over 90 countries working to change the global food system. By making a donation, you can reach, support, and empower organisations like the Uganda Vegan Society. Be part of the plant-based expansion and support ProVeg Grants by clicking here. Every contribution you make will …

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© ProVeg International
Market & Trends

Immense Potential in India’s Expanding Plant-Based Market

India, with one of the world’s largest populations of vegetarians and a history steeped in plant-rich food traditions, is witnessing a significant transformation in its food industry. The Indian plant-based market has experienced remarkable growth in recent years, fuelled by rising consumer demand for healthier and more environmentally friendly alternatives to traditional foods. Innovative food-tech companies have been instrumental in laying the foundation for a market set to thrive. Currently valued at an estimated USD 468 million,1 the Indian plant-based market is poised for exponential growth. Sanjay Sethi, Executive Director of the Plant Based Foods Industry Association, says that India’s plant-based industry will surpass the USD 5 billion mark by 2032.2 This burgeoning market not only offers farmers opportunities to boost their income but also …

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Dutch market report, ProVeg

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Market & Trends

Unlocking the Dutch Plant-Based Market

With some of Europe’s most receptive consumer demographics to plant-based foods, it’s no wonder that the Netherlands’ market for alternative proteins is fast-growing. Through the National Protein Strategy (Nationale Eiwitstrategie), significant research and development funding, and a new tax initiative to support sustainable food consumption, the Dutch government demonstrates strong support for the country’s alternative protein industry. But to appeal to Dutch consumers, you should tailor your plant-based strategy. What do they want from their diet? How do they differ from other European consumers? Should you adjust your business and products, and if so, in what ways? These questions are essential for maximising sales and must be continuously monitored. In the latest New Food Hub article, ProVeg International summarises the key insights from its country-specific …

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healthy food bowl

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Politics & Law

This “Ushers in a New Era in Nutrition Policy”: German Scientific Society DGE Revises Stance on Veganism

The German Nutrition Society (DGE), the country’s most influential body on nutrition policy, has revised its official position on vegan nutrition and declared that a vegan diet is extremely environmentally friendly and can be beneficial to health. In its new position on vegan nutrition, for the first time, the organisation considers the environment, animal welfare, and social issues as objectives of a more sustainable diet alongside health. This has decisive consequences: the professional organisation for nutrition, whose recommendations largely shape communal catering and nutritional advice in Germany, has moved away from its negative stance. “This new position ushers in a new era in nutrition policy in Germany,” comments Anna-Lena Klapp, International Nutrition and Health Lead at ProVeg. “Together with the recently updated DGE guidelines, the new …

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Plant-Based Brand Zrou expands across Northern China

Image credit: Zrou
Studies & Numbers

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 …

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nfh price barrier

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Retail & E-Commerce

Closing the Price Gap: Economic Benefits of Affordable Plant-Based Foods

Achieving price parity between plant-based and animal-based foods in retail has the potential to impact the food industry significantly. If plant-based and animal-based products were priced more equally, it would be a win-win for producers/brands, retailers, consumers, and the overall plant-based market. In its latest New Food Hub article, ProVeg International examines the economic implications that could result from more competitive pricing of plant-based products. High retail margins Plant-based options are currently priced at a premium compared to animal-based products. While the gap is smaller for more developed categories like milk and butter, the disparity in plant-based meat remains high. Nielsen data demonstrates that, on average, plant-based meat is twice as expensive as beef, more than four times as expensive as chicken, and more than …

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woman holds young plant sapling

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Sustainability / Environment

ProVeg International Granted Observer Status at the Convention on Biological Diversity

Food awareness organization ProVeg International has been granted Observer Status to the Convention on Biological Diversity (CBD), a global treaty that aims to conserve biodiversity and promote the sustainable use of biological resources. The organization will now be eligible to participate in CBD meetings, potentially influencing food policies worldwide. The treaty has recognized ProVeg for its work in the field of conservation and biodiversity, which includes promoting evidence-based solutions to make agri-food systems healthier and less resource-intensive. For example, ProVeg supports farmers in cultivating protein-rich crops through the EU-funded Smart Protein Project, and is increasing the amount of plant-based food available in schools through the School Plates program. ProVeg has previously gained Observer Status at the UN Framework Convention on Climate Change (UNFCCC) and the …

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Woman eating vegan pizza

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Marketing & Media

Winning Over Tastebuds: Strategies for Promoting Plant-Based Foods

Promoting plant-based food brands in today’s competitive market can be challenging, but your business can stand out and make a lasting impact with the right strategies. In its latest New Food Hub article, ProVeg International collaborates with Joe Hill, co-founder of One Planet Pizza, who shares his top tips for marketing plant-based products. Drawing from his experience building a plant-based pizza brand, Joe offers essential tips to capture consumers’ attention, win over sceptics, and create a buzz around plant-based offerings. Taste is still king It’s easy to forget just how important a role taste plays in food. And in the plant-based world, it’s even more crucial to nail great taste. “Research now shows that most consumers will try something new plant-based once, and if they …

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vegan meal, ProVeg NFH

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Market & Trends

Taste, Affordability, and Innovation: Keys to Plant-Based Success in the UK

As the demand for plant-based options among consumers grows, governments and businesses globally find themselves needing to adapt to the changing dynamics of food systems. The UK is a prime example. Recognising the opportunities, the UK government has invested nearly half a billion pounds in advancing food systems.[1] Universities and private enterprises have also demonstrated significant interest, leading to a surge in alternative-protein startups and research initiatives throughout the country. To gain a deeper understanding of this trend, ProVeg International produced a series of country-level reports for the Smart Protein Project, called Evolving Appetites: An in-depth look at attitudes towards plant-based eating. Set against the ongoing growth of plant-based food culture in the UK, the latest New Food Hub article explores 10 key takeaways from …

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Mosa Meat Cultivated Burger

Cultivated burger © Mosa Meat
Market & Trends

Alternative Protein Industry to Recalibrate and Strengthen, Significant Progress Expected in 3-5 Years

Despite recent challenges in the alternative protein industry, such as sales downturns and capacity struggles, a new report by ProVeg Incubator suggests that this ‘correction phase’ will ultimately strengthen the sector‘s long-term prospects. The report – Five Years, 100 Startups, and the Future of Food – reveals that the correction phase reflects a healthy recalibration, separating genuine potential from hype. Although the next year or so might be challenging due to economic conditions and investment landscapes, the report predicts a bright future. New, competitively priced products with improved taste, nutrition, and texture are entering the market. Additionally, regulatory pathways are expected to improve, particularly in cultivated and precision fermentation sectors. Significant progress anticipated In the next three to five years, significant progress in product development …

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© Nicola Kagoro
Charity & Campaigns

Support Plant-Based Cooking Workshops in African Schools

The Animal Welfare and Environment Network for Tanzania (AWENET) raises awareness in Tanzanian schools about the environmental and health benefits of plant-based eating. The organisation has made Meatless Mondays and Fridays possible in schools, while their Vegan School Lunches Outreach Programme aims to reach 12,000 students this year – all made possible thanks to the support of ProVeg Grants. Your donation to ProVeg Grants will help organisations like AWENET to expand their plant-based school food programmes, thus impacting hundreds of catering staff and thousands of students. Since launching in 2019, ProVeg Grants has provided more than 900 grants to organisations and individuals in over 90 countries working to change the global food system. Every contribution you make reaches, supports, and empowers organisations around the world. …

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Marketing & Media

The Flexitarian Strategy – Optimise Your Plant-Based Sales

Flexitarians, not vegans or vegetarians, are the primary target market for plant-based foods, comprising almost half of consumers in many countries and driving most plant-based purchases.[1] With this in mind, shifting focus from the niche vegan market (less than 4% of consumers) to flexitarians can tap into a market over 10 times larger. In its latest New Food Hub article, ProVeg International shares actionable insights for brands and producers, food service businesses, and retailers looking to reach flexitarians. Here, we’ll share strategies for brands and producers looking to optimise their plant-based sales. Strategies for brands and producers When your plant-based product is on a shelf with a hundred other products, how do you encourage a consumer to pick it up? It stems from good branding, …

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Woman reading menu, ProVeg NFH

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Food Service

Menu Design Strategies to Grow Plant-Based Sales

Plant-forward diets are on the rise across Europe. Not only are European consumers looking to increase their consumption of many plant-based foods, but, according to the latest consumer research, more than half of Europeans are reducing their annual meat intake. In the background, social scientists have been hard at work advancing the social sciences around food choice. One promising intervention that can nudge people towards better food choices is varying the design and description of foodservice menus. It’s vital that foodservice businesses looking to boost plant-based sales learn how to optimise their menus and encourage more meat-eaters to choose their plant-based options. In its recent New Food Hub article, ProVeg International brought together the latest reports and surveys on menu design and consumer behaviour, to …

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Tractor ploughing field Proveg NFH

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Agriculture / Agribusiness

Supporting Farmers with New Opportunities in Sustainable Food Production

Globally, consumer food preferences are undergoing a significant shift. Recent years have seen exponential interest in sustainable alternative proteins – including plant-based, fermentation-enabled, and cultivated. Across Europe, an impressive 40% of consumers now identify as flexitarian, pescetarian, vegetarian, or vegan, and are actively reducing their consumption of animal-based products.[1] In terms of industry growth, the alternative protein market is estimated to reach USD 30 billion by 2030, expanding at an impressive CAGR of 10.4% between 2024-2030.[2] In contrast, traditional animal agriculture is facing several challenges: economic pressures from increasing intensification and consolidation,[1] climate change, and reduced consumer demand for conventional animal-based products. Opportunities for farmers in the alternative protein industry are abundant and diverse, reflecting the growing demand for sustainable food options and innovation in …

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