Market & Consumer Reports

(3 min read)

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

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.

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. 

Cultivated pet food for cats and dogs

What do consumers think about cultivated meat for pets and how does framing cultivated meat as pet food affects people’s perception of it as food for humans? Our report analyses the responses of 1,000 UK-based residents who were asked about their perception of alternative proteins for their animal companions. Additionally, we looked at how framings of cultivated meat as human or pet food influences people’s willingness to try and buy cultivated meat, as well as people’s expectations of the products.

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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?

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.  

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. 

‘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. 

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.

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.

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. 

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.

Understanding the impact of the war in Ukraine on the plant-based sector in Europe

This survey aims to help assess the impact that the war in Ukraine is having on plant-based businesses globally. It was conducted between 01 April and 20 April 2022 and was sent out by email to a selection of European companies in ProVeg’s network. In total there were 31 anonymous respondents.

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!

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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.

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.

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.

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.

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.