49% of Dutch cut back on meat consumption

Recent data shows that nearly half of Dutch meat eaters have reduced their meat consumption in the past year. This was revealed in a study conducted by ProVeg International, in collaboration with Innova Market Insights, the University of Copenhagen, and the University of Ghent. The study is part of a larger European research project, "Evolving appetites: an in-depth look at European attitudes towards plant-based eating", funded by the EU’s Smart Protein project.

The primary reasons for this shift towards plant-based eating were taste (59%), affordability (51%), and health (43%). Notably, plant-based meat substitutes, along with cookies and cakes, emerged as the most popular categories. A significant 45% of respondents indicated health as their main motivation, followed by animal welfare (40%) and environmental concerns (34%). These findings provide insights into the motivations behind the food choices of the Dutch.

Legumes as a popular protein source

The study also found that legumes are the preferred plant-based protein source. Over half of the participants (57%) regularly consume legumes. Other popular alternatives include meat substitutes (45%), plant-based milk (43%), and plant-based yogurt (39%). There's also a strong interest in replacing animal-based foods with plant-based options, with 35% of respondents open to making this transition.

Potential of the Dutch market

The results of this research highlight the substantial growth potential of the Dutch plant-based market. The report identifies several opportunities for food companies to successfully expand their plant-based product range, both in retail and hospitality. Key recommendations for expansion include highlighting the health benefits of plant-based foods, making products more affordable, expanding the target audience by offering a wide range of plant-based alternatives, and effectively utilizing social media for marketing purposes.

For a detailed understanding of the study and its implications for the Dutch food industry, the full report is available for download.

Proveg.com