(London) — Plant-based meat protein consumption in out-of-home (OOH) eateries across Germany, France, the UK, Italy, and Spain has surged by 48% compared to 2019, according to Circana’s research. In contrast, traditional meat categories like beef, pork, chicken, fish/seafood, and other meats have seen a decline in total product servings. The rise in plant-based options aligns with growing consumer demands for sustainability, health, and cruelty-free choices in fast-food chains and restaurants.
Around 45% of consumers express increased loyalty to restaurants emphasizing sustainability, with Italy leading at 56%, Spain at 49%, and the UK at 38%. Plant-based meat, especially burgers, has exhibited robust growth across all formats since 2019. Despite an overall decline in OOH venue visits, plant-based burger consumption grew by 90% in the year ending August 2023 compared to 2019 and by 20% year-on-year.
Jochen Pinsker, Senior Vice President of European Foodservice at Circana, notes that the quality, taste, and texture improvements in plant-based products contribute to their significant market growth. Plant-based burgers have thrived, with a 4% increase in beef burgers and substantial growth in chicken, fish, and other meat burgers. While overall beef servings decreased, beef burgers saw a 4% rise. Chicken and fish burgers also increased, with a notable contribution from plant-based options.
The study highlights the impact of changing work patterns on food consumption. While servings of formats typically consumed in workplaces, like sandwiches and wraps, have declined, plant-based burgers continue to gain popularity. Consumer choices to reduce meat intake contribute to the demand for plant-based items. Flexitarian diets, followed by 25% of the population in the ‘Big 5′ EU countries, play a pivotal role in driving the plant-based trend.
The research indicates that plant-based alternatives’ demand is being fueled by consumers adopting flexitarian diets, with an expected rise in spending in the food service market for 2024. The number of vegetarians and vegans is expected to remain stable, while the number of flexitarians continues to rise. Younger consumers exhibit a stronger connection with plant-based alternatives, presenting a long-term growth opportunity for these products.