European Consumers Demand Plant-Based Products Mimicking Traditional Offerings

Moral, environmental, and health considerations are propelling the demand for plant-based alternatives in Europe. While awareness of the connections between diet, health, and the environment has fueled the growth of plant-based products, consumers are increasingly seeking options that closely resemble conventional animal products in terms of taste, appearance, and texture, according to data from Mintel.

Plant-based pulled chicken burger

From 2018 to 2022, the global market witnessed a 302% increase in new food and beverage launches with plant-based claims as consumers sought healthier and more sustainable alternatives to animal-based products.

However, many plant-based alternatives still struggle to compete with traditional animal-based products, primarily in terms of flavor. A report from Irish ingredient manufacturer Kerry highlighted that flavor is the main obstacle to widespread adoption of plant-based products.

Chicken-flavored products have garnered significant popularity among consumers, with alternatives resembling poultry experiencing a 7% rise from 2019 to 2023, according to Mintel. For example, Polish manufacturer Plantway offers "Awesome Plant-Based Indian Curry Chicken," made from pea protein and suitable for use in various dishes like pasta, rice, salads, pizza, soups, or sandwiches.

Vegan plant-based fish in crispy batter

Meat, fish, and shellfish flavors are also increasingly sought after by European consumers, constituting a 14% share of total category launches in the five years leading up to August 2023, according to Mintel. Examples include UK-based VBites Foods' "Plant Power Smooth Tuna Style Paté," a fish-free tuna-flavored paté made from wheat and soya protein available in France. Multinational seafood company John West introduced "Vegan Fish-Free Tuna with a Dash of Oil" and "Vegan Fish-Free Tuna with Tomato & Basil" in the Netherlands earlier this year.

Around 29% of UK consumers are particularly interested in meat alternatives that replicate the taste, texture, and appearance of whole-cut protein analogs such as beef steak. Slovenian startup Bevo recently launched "Juicy Marbles," a plant-based fillet steak featuring beef-like marbling in multiple European markets. Additionally, Israeli food-tech firm Redefine Meat introduced the world's first 3D-printed whole cuts of beef and lamb that mimic traditional cuts and even "bleed."

Increasing environmental concerns and the global climate crisis are motivating more consumers to adopt flexitarian and plant-based diets. Over one-quarter of Italian adults (28%) make product choices based on their environmental and ethical impact, and a majority of German carnivores (55%) report reducing their meat consumption in the past six months, according to Mintel data.

To cater to the growing demand, ethical and environmental claims on meat alternatives have increased by 13 percentage points across Europe in the past five years.