Introduction

Recent surveys conducted by YouGov on behalf of the Good Food Institute (GFI) Europe shed light on the attitudes of consumers in Germany and Austria towards meat consumption and plant-based alternatives. Despite a majority recognizing the environmental impact of meat production, the willingness to reduce meat consumption remains tepid. However, there are promising signs for the future of plant-based and cultivated meat products.

Mixed Sentiments on Meat Consumption

In Germany and Austria, nearly six in 10 consumers believe that meat consumption is excessive. However, less than half of them consider meat and animal products detrimental to the climate, highlighting a disconnection between awareness and action. Despite being Europe's largest plant-based market, only a minority express a firm intention to reduce their intake of animal products over the next two years.

Promising Signals for Plant-Based Alternatives

While the enthusiasm for reducing meat consumption may not be as robust as expected, there are encouraging signs for plant-based alternatives. The surveys indicate that 30% of respondents in Germany are eager to increase their consumption of vegan meat analogues. This figure, coupled with a 42% expansion in the plant-based food market since 2020, suggests a growing interest in plant-based options.

Factors Driving Consumer Choices

Consumer motivations for considering alternative proteins vary, with health and animal welfare often cited alongside concerns about climate change. Despite the clear scientific evidence linking industrial farming to climate change, the primary drivers for reducing meat consumption remain health and animal welfare concerns.

Policy Implications

There is notable support for policy interventions to encourage the adoption of plant-based options. A majority of consumers in both Germany and Austria advocate for reducing VAT on plant-based dairy products, aligning taxation with consumer preferences. Additionally, there is widespread support for policies that enable farmers to produce more plant-based foods, reflecting a growing demand for sustainable agricultural practices.

Cultivated Meat: A Nascent Interest

The surveys also explored consumer attitudes towards cultivated meat, with a significant proportion expressing familiarity and willingness to try these innovative products. In both countries, over 40% of consumers are open to trying cultivated meat, indicating potential market acceptance. This trend is particularly pronounced among men and flexitarians.