1、www.smartproteinproject.euThis project has received funding from the European Unions Horizon 2020 research and innovation programme under grant agreement No 862957.Evolving appetites:an in-depth look at European attitudes towards plant-based eatingNovember 2023A follow-up to the 2021 survey report W

2、hat Consumers WantExecutive summary 3Introduction 5Survey methodology 6Looking back at the 2021 results 7Chapter I:Exploring meat reduction and its motivations 8Chapter II:Exploring the transition towards a plant-based lifestyle 19Chapter III:Understanding consumption behaviours:Plant-based food per

3、spectives 24Chapter IV:Market opportunities for plant-based alternatives 32Chapter V:Social medias influence on European attitudes and purchase behavioursr 48Chapter VI:European opinion on food policy actions 51Chapter VII:Conclusions and final recommendations 53Key recommendations for the future 56

4、Imprint 59Content1 Definitionusedinsurvey:meat(e.g.beef,pork,chicken).2 Definitionusedinsurvey:Isometimeseatmeat,butIamtryingtoreducemymeatconsumptionandoftenchoose plant-basedfoodsinstead.3 Definitionusedinsurvey:Legumesaresourcesofplant-basedprotein,andincludelentils,beans,soya,and chickpeas(dried

5、,canned,frozen).4 Definitionusedinsurvey:Plant-basedfoodalternativesareproductsmadesolelyfromplant-basedingredientsand aredevelopedtoresembleconventionalanimal-basedfoodssuchasmeatordairy.(Examplesincludesoyaburgers andsoyamilk).This latest Smart Protein consumer researchsheds light on an ongoing sh

6、ift in European eatinghabits.Notably,51%of European meat consumers report reducing their annual meat intake,up from 46%in 2021.Health emergesasthemostinfluentialfactor(citedby47%of respondents)driving this change.Thelargest reductions in meat consumption are seeninItaly,Germany,andFrance,wheremoreth