Smart Protein project

Over 50% of Europeans are eating less meat, but taste and price remain biggest barriers to plant-based uptake

Conrad Astley

More than half of European consumers are eating less meat, but taste and price remain the biggest barriers to wider adoption of plant-based foods, a major study has found.

Almost half of European flexitarians want more plant-based options

Conrad Astley

Nearly half of European consumers who want to eat less meat by switching to plant-based products think not enough options are available.