A new study has indicated that 38% of German and UK adults intend to change their diets by consuming more plant-based food.
Conducted by GFI Europe in partnership with Plant Futures and market research agency HarrisX, the study surveyed 4,827 people across the two countries, which are Europe’s largest plant-based markets. It found that 51% of respondents intend to either eat more plant-based foods or consume less meat and dairy, with around one in five planning to do both.
These three groups are described as follows:
- More plants, less meat and dairy – This includes people looking for healthier lifestyles, often with weight loss goals.
- Plant-based increasers – Those who want to eat more plant-based foods without reducing meat and dairy. This consists of younger, higher-income people, often men, who are seeking protein and fibre and have fitness goals such as building muscle.
- Meat and dairy reducers – Those who want to eat less meat and dairy
without consuming more plant-based foods. This tends to include older people wanting to lose weight.
Understanding consumer motivations
Under 10% of participants described themselves as vegan or vegetarian, but 31% in the UK and 39% in Germany said they were flexitarians who limited their meat consumption. About two-thirds in both countries had eaten at least one plant-based category in the past twelve months.
Around twice as many respondents said they enjoyed the taste of animal-based meat and dairy compared to those who said the same about plant-based foods. In general, people were far more likely to choose meat and dairy over plant-based out of habit. They also scored plant-based products lower on factors such as availability, confidence in cooking, and the likelihood of their friends and family eating these foods.
“Plant-based foods can help tackle some of our most pressing health concerns, and this report reveals a potential market for these products extending far beyond vegans or vegetarians,” said Helen Breewood, senior market and consumer insights manager at GFI Europe. “But to enable people to act on their intentions and adopt healthier, more sustainable diets, the industry must understand what motivates different types of consumers.”
“Much-needed clarity”
To drive lasting change, the report recommends that retailers and food producers present plant-based foods as part of daily life, showing them being eaten in relatable, everyday settings. It also suggests explaining how these foods can contribute to healthy diets and helping people gain confidence in preparing them.
Brands are advised to understand what drives their target audiences — such as muscle gain, weight loss, or sustainability — and tailor their messages accordingly. In addition, the report recommends developing products using recognisable cuisines, ingredients, and packaging designs, and ensuring they meet consumers’ taste expectations.
“Applying this model to behaviour change has brought much-needed clarity and direction to the plant-based food sector,” said Indy Kaur, founder of Plant Futures. “For the first time, we can clearly see the gaps in capability and opportunity that exist for people who are interested in eating more plant-based food or reducing their meat and dairy intake. This deeper, more nuanced understanding of what’s holding people back is essential if we want to support healthier and more sustainable dietary choices at scale.”
