A 13-country survey* conducted by FMCG Gurus in partnership with V-Label has illustrated shifting consumer attitudes towards alternative proteins and sustainability in Europe.
It finds that 52.2% of Europeans have changed their diets in the past two years, with 29.2% having reduced their red meat consumption. Meanwhile, a huge 41.8% have explored alternative protein sources such as legumes and plant-based alternatives.
These changes are predominantly driven by awareness of the health benefits of plant-based food, the environmental impact of animal agriculture, and animal welfare concerns. However, limitations around taste, cost, and availability continue to prevent more widespread adoption of plant-based alternatives.
The results also indicate that 44.5% of European consumers believe irreversible damage has been done to the environment, while 69.2% want brands to educate them about sustainability. 35.1% of respondents have attempted to find more sustainable food brands, and 26.6% have switched to a more eco-friendly retailer.

“No longer a niche concern”
In light of this research, V-Label has urged brands to expand the accessibility of plant-based products, highlight their health and environmental benefits, invest in consumer education campaigns, and enhance transparency with clear labelling and certifications.
Other research also supports the idea that Europeans are shifting towards more plant-based diets; survey results published in late 2023 indicated that 51% of Europeans and 48% of Brits were actively reducing their meat consumption.
Additionally, figures published by ProVeg last year under the EU Smart Protein project found that 48% of Spanish consumers had reduced their meat intake in the previous year. Meanwhile, per capita meat consumption is on the decline in several European countries, including the Netherlands, Austria, and Germany.
“Sustainability is no longer a niche concern. It’s a priority for the majority of consumers, with 71.3% believing that brands should do more to protect the planet,” said Martin Ranninger, Co-Director of V-Label International. “62% of consumers would like to see information about sustainability available on the product packaging and 44% at the point of purchase. V-Label is exactly where the majority of European consumers expect clear and transparent communication from food brands and retailers.”
*FMCG Gurus, Sustainability Surveys (November 2024)