Among flexitarians, trust in the safety of plant-based products is high, but concerns remain over cost and limited choice
New Europe-wide consumer research from Innova Market Insights has highlighted the strength and breadth of demand for new plant-based food and beverage products. Among flexitarians (those who usually but not exclusively follow vegetarian or vegan diets), trust in the safety of plant-based products is high, but concerns remain over cost and limited choice. Innova’s research does, however, show a widespread desire among European consumers of all types to sample more plant-based alternatives across a range of products.
As part of the EU-funded Smart Protein project – and working alongside ProVeg International, the University of Copenhagen and Ghent University – Innova Market Insights surveyed thousands of consumers across 10 countries1 to uncover their up-to-date views on plant-based products. As well as discussing their current and intended eating habits, respondents were asked about their trust in plant-based products, the choice available and how they would like to see the sector develop.