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Market & Consumer Reports

(3 min read)

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

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: Pexels.com / 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

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.

image of the earth at night as a rectangle
Image: pexels.com / Pixabay

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: shutterstock.com / 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: shutterstock.com / 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: shutterstock.com / 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: unsplash.com / 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: shutterstock.com/Julia Metkalova

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Looking forward, looking back – the plant-based journey in 2022 and predictions for 2023

On November 29, ProVeg International and Innova Market Insights will present a webinar looking…

Upside Foods Chicken salad

October highlights from the plant-based and cultivated-alternative-protein sector:  ProVeg awarded Observer Status at IPCC

ProVeg International is the first NGO focused on promoting plant-based diets to be awarded…

Webinar: Price parity as a driver of plant-based sales – meet the speakers

Earlier this year, plant-based meat in the Netherlands was reported as being cheaper on average…