Dutch consumers remain critical of meat alternatives

Supermarket shelves are packed with plant-based options, yet Dutch consumers aren’t easily persuaded. That’s clear from the latest Markteffect Vleesvervangers Monitor, which examined how people make their choices and where the key concerns lie. Our eating habits are shifting, but we’re certainly not all moving in the same direction.

What ends up on the table?

Part of the population continues to stick firmly to meat or fish: 46% eat it almost every day. Another 37% intentionally choose a set number of days that include meat or fish. For 9%, meals are mostly vegetarian with the occasional exception, while only 1% follows a fully plant-based diet.

Sixty percent believe meat is healthy and therefore an essential part of a balanced diet. At the same time, 47% say they are actively trying to cut back on meat, and 51% view meat consumption as an environmental concern.

Why consumers do choose a meat alternative

Taste remains the number one reason to buy a product. Fifty-two percent list it as the most important factor. That percentage, however, declines a little each year. Other reasons stay consistent: it looks appealing (29%), it’s healthier (28%), or it’s easy to prepare (28%). Variety also matters, with 26% simply enjoying something different on the plate.

Still, consumers see several challenges at product level. Fifty-eight percent feel that some meat products can’t be replicated convincingly. And 46% value a texture that should resemble real meat as closely as possible.

…and why they don’t

Price is the biggest barrier: 41% consider meat alternatives too expensive. Taste comes next, with 36% finding it not good enough. Appearance (32%), concerns about processing (21%), and doubts about health (22%) also influence decisions.

This price awareness shows up clearly in behavior. One in five meat eaters sometimes skips meat to save money. And 16% occasionally chooses a meat-free meal for variety or because it feels better for nature and the environment.

New alternatives

The monitor also looks at cultivated meat. Three in ten Dutch consumers aren’t necessarily negative about it, but strong confidence is still lacking. Only 23% believe cultivated meat is as safe as conventional meat. The same share would buy it once it becomes available in supermarkets. And just 21% think it will taste as good as regular meat.

Markteffect.nl