50% of Europeans Changing Diet for the Climate, With One Third Reducing Meat

Contrary to recent polls about a disconnect between sustainability and dietary change, a new survey has found that 52% of Europeans are changing the way they eat for the climate.

More than half (52%) of consumers in Europe have made dietary shifts over the last two years to lead a more eco-friendly lifestyle, with 29% reducing the amount of meat they eat, a new survey has found.

The poll – covering 10,400 people from 13 European countries, including the UK and Turkey – was carried out by FMCG Gurus, and didn’t identify a primary reason for dietary change among these consumers.

However, while health concerns and animal welfare continue to be important factors, the fact that environmental awareness has driven half of respondents to reconsider what they eat is notable amid growing mistrust in food and sustainability among Europeans.

An EU-backed study last year found that only 36% of consumers believe the region’s food is sustainable, while the number of Europeans who want to live sustainably has dropped in recent years. Meanwhile, in another survey, 57% of respondents said plant-based meat products are worse for the environment than animal proteins, contrary to the evidence.

Livestock farming takes up 71% of the EU’s agricultural land and contributes to 84% of its food system emissions, but meat and dairy only provide 35% of calories and 65% of proteins in the region.

So the FMCG Gurus survey’s results – which suggest that 42% of Europeans are exploring plant proteins and meat analogues – are encouraging.

“Despite the scepticism, there is more and more awareness of the state of the environment – in media, new climate-related activities from governments, and companies,” Martin Ranninger, co-director of V-Label International, told Green Queen. “The interest in plant-based foods is of course not driven only by sustainability concerns, but coupled with other factors,” he added, outlining that climate concerns are contributing to the overall shift.

Brands can win (and lose) big with sustainability

Sustainability was the central theme of the survey, and V-Label analysed the findings to find that plant-based proteins present a unique opportunity for brands. “Sustainability is no longer a niche concern. It’s a priority for the majority of consumers with 71.3% saying brands should do more to more to protect the planet,” said Ranninger.

Around six in 10 Europeans list global warming, deforestation and carbon emissions as their leading worries. And 45% believe the damage to the environment is irreversible, and many feel a sense of urgency to act.

But the appeal of sustainability extends beyond just the environment, suggests V-Label, explaining how many consumers link sustainable actions like reducing waste or consuming organic produce with enhanced personal health.

Brands that traverse the health-climate nexus stand to gain here – communicating how plant-based diets can support not just greenhouse gas emission reductions, but also a healthier lifestyle, can deeply resonate with customers.

In fact, companies play an important role in influencing green behaviours, as evidenced by the 69% of consumers who want brands to educate them about sustainability. At the same time, if businesses don’t make the shift, they could lose their customer base.

For example, 38% of Europeans have chosen one product over another because the former is more eco-friendly, while 35% have made greater efforts to find greener brands. And over a quarter have changed retailers to one that is kinder to the planet.

Transparent marketing, authentic sustainability claims, and accompanying certifications can help enhance brand credibility, according to V-Label. “62% of consumers would like to see information about sustainability available on the product packaging and 44% at the point of purchase,” said Ranninger.

To better educate customers about green living, businesses can highlight the importance of more plant-based food in their communications, outreach, and packaging. “In some cases, they don’t necessarily have to talk about their products, but about the whole category – or better yet, about the food system in general,” he told Green Queen.

Addressing the barriers to plant-based consumption

Despite the interest in plant proteins, the survey found several barriers that limit more widespread adoption. For many, these products compromise on flavour and texture, and are viewed as more expensive, despite efforts from retailers to match their prices with animal proteins.

Moreover, terms like ‘vegan’, ‘vegetarian’, and ‘plant-based’ are often used inconsistently, which breeds mistrust. And, the survey found, there’s a lack of diversity in the plant-based options found at supermarkets or restaurants.

To that end, V-Label advises brands to expand the accessibility of vegan products in both rural and urban areas, use clear, consistent labelling and certifications to build consumer trust, and emphasise the health and climate benefits of plant-based diets.

Businesses should also develop campaigns that inform consumers about sustainability and the impact of their choices, and continue to innovate by exploring new ingredients and production methods.

Ranninger added that to overcome the awareness gap, brands should “implement educational campaigns, host cooking demonstrations and sampling, and collaborate with influencers”. Additionally, they should attempt to bring down the cost by offering promotions and discounts.

Europe is home to the largest plant-based market outside the US, with Germany making up 40% of the region’s share, racking up €2.2B in sales. And a 2024 YouGov survey based on products using the V-Label found that 46% of Germans are reducing their meat intake, and 22% find plant-based alternatives to be on par with dairy (a six-point increase from 2023). Sales of plant-based food also increased by 10%, outpacing the growth of the overall fast-moving consumer goods category.

“Manufacturers who turn to the plant-based market stand to gain a lot: new customers, greater reputation, and impressive key figures,” said V-Label Germany head Cornelia Contini. “The better companies understand their customer segment, the more courage they have to take new paths.”=