Image: Pexels / Anna Nekrashevich

Market & Consumer Reports

(3 min read)

ProVeg regularly publishes insightful market research, dedicated consumer surveys, and industry-leading reports. Download our latest publications below.

2023 ProVeg International Fast-Food Ranking

Positive perceptions around plant-based food have increased dramatically in recent years, leading to an increase in overall demand. ProVeg ranked the five biggest global fast-food chains in terms of plant-based favorability: McDonald’s, Subway, Burger King, KFC, and Pizza Hut or Dominos. The countries sampled were Belgium, Czechia, Germany, the Netherlands, Poland, South Africa, Spain, the UK, and the US.

Vegan burger
Image: / Polina Yanchuk

2023 ProVeg UK Fast-Food Ranking

Positive perceptions and consumer demand for plant-based foods have increased dramatically in recent years, particularly among flexitarians. Fast-food chains, especially, have led the charge in response to this trend, adding partially or fully plant-based items while marketing them to their respective consumer groups. This shift is seeing huge strides in the UK, where more and more popular fast-food chains are improving and increasing their plant-based menu offerings.

A homemade veggie burger with jackfruit patty and fries
Image: / vm2002

What’s on the menu?: how menu design influences the decision of meat-eating consumers to choose plant-based foods

Social psychologists, sociologists, and behavioural economists have been designing ways to encourage more people to choose plant-based options. This includes ‘nudges’ – designing environments that encourage better decisions without restricting choice. ProVeg International surveyed 1,000 UK residents to find out more about how ‘nudging’ through menu design influences the choice of plant-based options.

People sitting around a table eating
Image source: / Ground Picture

Plant-based price parity: exploring consumers’ willingness to pay for plant-based food products

How much are consumers willing to pay for plant-based food products? This is the question that ProVeg tried to answer by conducting an online survey of 1,000 UK participants in July 2022. 

Source: Adobe Stock/ Monkey Business

When plant-based meets cultivated: consumer attitudes towards hybrids of plant-based and cultivated alternatives in the UK 

Hybrid plant-based/cultivated foods represent massive opportunities towards producing tasty, healthy, sustainable and ethical food products. But how will consumers see hybrids of plant-based and cultivated ingredients?

Source: Shutterstock/Ground Picture

How did COVID-19 impact diets around the UK?

How and why, exactly, did people’s diets change during the height of the COVID-19 pandemic? Have any of these changes stuck? And what do they mean for the future? Our report analyses the responses of 1,000 UK-based residents who were asked about their eating habits before, during, and after the pandemic.  

Source: Unsplash/Jimmy Dean

Plant-based labelling: how common labelling language impacts consumer perceptions of plant-based products

How does the labelling of plant-based products affect consumer perceptions? Which terms for describing such products are preferred by consumers? Our report analyses the responses of 1,000 UK-based consumers who described and rated their views on various terms used to label plant-based foods. 

couple looking at food label
Image: Adobe/ JackF

‘Plant-based’ vs ‘vegan’: understanding consumer perceptions of food-labelling terms

The words we use matter – especially when it comes to food products that consumers purchase every day. Labels should be familiar and easy to understand. Do consumers prefer products that are labelled ‘vegan’ to those labelled ‘plant-based’? Do they understand what ‘dairy-free’ or ‘cheesy’ means? Our report analyses the levels of consumer understanding of the different terms used in food-product labelling. 

Close-up hand carry choose zero pork soy bean faux peas cutlet gluten free read beyond non-meat lab label. Buy raw fake beef tray in asia store veggie burger patty for health care eat diet meal cook.
Source: Adobe Stock/ Chaay_tee

Communicating about cultivated meat: a definitive industry guide 

How cultivated meat is portrayed is likely to have a significant impact on its future acceptance in society, which is why we have compiled a communication guide to provide an understanding of who the potential consumers of cultivated meat are – and which communication strategies have the potential to lead to greater acceptance.

mosa meat burger
Image: Mosa Meat

The impact of imagery on consumer attitudes towards cultivated meat

Our report on the role of images in consumer perceptions looks into consumer attitudes and understanding of cultivated meat, based on exposure to different images, thus providing clear recommendations to brands and media alike when it comes to presenting cellular agriculture products to the public.

group of friends
Image: Syda Productions / AdobeStock

Amplifying farmers’ voices

A transition to alternative-protein production presents a huge opportunity for farmers at a time when climate change is becoming a major threat to traditional farming livelihoods. Our report aims to amplify the voices of farmers and empower farmer-led solutions for a better future. 

Image: / Tom Fisk

The future of the meat industry: Opportunities in alternative proteins

Plant-based meat alternatives have attracted a great deal of attention over the last few years. This report outlines the fastest-growing sectors and segments, and includes relevant consumer insights as well as the most common ingredients and technologies.

Plant-based meat
Image: Adobe Stock/ aamulya

Plant-based food in Europe

Market and consumer insights for food-industry professionals:
What does the European plant-based market look like? What are European consumers’ consumption habits and thoughts about plant-based food? If you work in the European food industry, these reports are a must-read!

people cooking together
Image: / Flamingo Images

Food and pandemics

By exploring the crucial connection between the current crisis and our animal-based food system, the ProVeg Food & Pandemics Report highlights how our food choices help to create a recipe for zoonotic pandemics.

Image: / Gengwit Wattakawigran

What consumers want

A pan-European survey by ProVeg International in partnership with Innova Market Insights, the University of Copenhagen, and Ghent University as part of the Smart Protein project analysed in detail.

A family preparing a meal
Image: Adobe Stock / fizkes

Plant-Based Foods in Europe: How Big is the Market?

Plant-based consumption is growing at record levels across Europe, according to the first and only data of its kind, published today by the Smart Protein project.

Image: / panuwat phimpha

European Consumer Survey on Plant-Based Foods

ProVeg International has surveyed several thousand consumers across nine European countries in order to identify priorities for product improvement and development based on consumers’ experiences of purchasing and consuming plant-based products.

a woman shopping in a supermarket
Image: / Joshua Rawson Harris

The Plant Milk Report

ProVeg’s first report on plant milk shines a light on the top-selling product in the entire plant-based alternatives market. Based on current studies, this detailed report explores the role that plant milks can play in terms of global healthy and sustainable nutrition, from producers through to distributors and consumers.

Image source: Metkalova

This could also be interesting for you

Choose what interests you:

Sort by

February highlights from the plant-based and alternative-protein sectors: UK government urged to allow plant-based brands to use dairy-like terms, and precision-fermentation-derived products gaining momentum 

Alternative proteins are gaining momentum despite challenging market conditions. From record…

Edinburgh city

January highlights from the plant-based and alternative-protein sector: Edinburgh becomes first EU capital to join the Plant Based Treaty

As retailers and foodservices embrace Veganuary, Edinburgh makes history by becoming the first…

Young positive glad smiling couple of customers choosing chocolate in food department of supermarket

December highlights from the plant-based and alternative-protein sector: Swiss court sides with Planted on meaty labelling

As we head into the new year, companies like This and Domino’s have launched new plant-based…