This is the best time for meat producers to enter the plant-based meat area

Report: ‘This is the best time for meat producers to enter the plant-based meat area’

A new report by Proveg, published some time ago at the international meat fair IFFA, reveals the opportunities animal meat producers can seize in the booming plant-based meat industry.

The report, published by food awareness group ProVeg International, says the plant-based meat industry presents a huge opportunity for traditional animal meat companies – European plant-based meat sales reached €1.4 billion in 2020, an increase over the past two years. 68%.

Key insights from the report include:

90% of plant-based food consumers are flexitarian, not vegetarian
Taste and price are key drivers of consumer demand
The leading plant-based category in the market is the plant-based burger patty segment
The UK leads the European market, followed by Germany and the Netherlands
Germany leads the European market in terms of growth rate, followed by Austria

In the report’s conclusion, ProVeg made several key recommendations, including: getting meat producers into the plant-based market and directing marketing to flexitarians, who are by far the largest, and therefore most important, consumer group.

Stephanie Jaczniakowska-McGirr, International Head of Food and Retail at ProVeg, said:

“Now is the perfect time for meat producers to consider entering the plant-based meat industry. The opportunities are enormous and we hope our free report this week will make that clear.”