Sustainability, health, and all things plant-based

Consumers believe that the topics of health and sustainability are interlinked

The state of the environment is a major concern for many Europeans who are conscious of whether the damage done to the planet is reversible. Concerns exist for a variety of reasons, including many people feeling that the topics of health and sustainability are interlinked, and that damage done to the planet will impact the quality of life for current and future generations.

As a result of this, consumers are making changes to their diets in order to behave in a more sustainable manner, looking to seek out products and brands that they feel reflect their attitudes and outlook on life – especially as many feel that corporate greed is a primary reason for environmental damage. This means it will be more important than ever for brands to demonstrate sustainability credentials along the supply chain.

74% 56% 65%

European consumers are concerned about the state of the environment (2022)

European consumers believe the state of the environment has worsened in the last two decades (2022)

European consumers believe damage done to the environment is irreversible (2022) The proportion of consumers who have made changes to their diets in the last two years to lead a more sustainable lifestyle

39% 42%

2019 2022

The proportion of consumers following a diet around the avoidance and moderation of animal products continues to grow

Across Europe, the proportion of consumers who are following a diet around the avoidance and moderation of animal products continues to grow. Most of these people identify as flexitarian and are driven by forms of self-expression, as people change their eating and drinking habits as a result of increased levels of concern around the environment, health and wellbeing, and animal welfare issues. This is a trend that will continue to accelerate over the next couple of years, as many regular meat-eaters in the region say that they plan to reduce intake. As the popularity of plant-based options grows, there are opportunities around fortification (to ensure that consumers do not feel that they are missing out on vital nutrients because of abstaining from animal products) and to extend product ranges outside of the core categories of meat and dairy, such as growing the plant-based fish and snack markets.