From tradition to innovation: Insights into Europe's plant-based movement

Voices from the field: Two perspectives on Europe's evolving plant-based landscape.

 

Introduction

The plant-based food market in Europe is flourishing, as a result of a significant shift in consumer preferences and dietary habits. According to the ProVeg International (2023) survey, over 51% of European meat-eaters reported reducing their annual meat intake, with countries like Germany, France, and Italy leading the way. Notably, 38% of Europeans now identify as flexitarian, pescatarian, vegetarian, or vegan, demonstrating a growing acceptance of plant-based diets.

This trend seems not to be just momentary, it represents a profound change in how consumers view food in relation to their life and the planet, with health concerns (47%), animal welfare (29%), and environmental impact (26%) driving their choices. This trend is further confirmed by retail sales data. The Good Food Institute Europe reported a notable increase in plant-based retail sales across France, Germany, Italy, and Spain in the period 2022-2024 (GFI n.d.). The fact that numerous mass market retailers have created their own lines of plant-based products -under private labels, at affordable prices- has surely played a crucial role in this growth. This is particularly true for categories like plant-based milk and drinks, which are now mainstream.

To better grasp the dynamics of the plant-based market in Europe, we spoke with two different representatives in this sector who offered their perspectives on the conditions in Denmark and Italy. 

 

Building bridges as key action

Rune-Christoffer Dragsdahl, executive director at Vegetarian Society of Denmark & chair at International Vegetarian Union, emphasizes the organization's role in fostering collaboration between various stakeholders in the food sector, from farmers to politicians, big companies and NGOs, startups, retailers and food services. “We need to educate food professionals and build trust between different parties,” Dragsdahl notes. 

... there are challenges in convincing some stakeholders to invest in plant-based alternatives...

Assessing reactions within dairy and meat supply chains  In a country renowned for its dairy production, traditional farmers may feel threatened by the rising popularity of plant-based foods. Dragsdahl acknowledges that there are challenges in convincing some stakeholders to invest in plant-based alternatives, especially in a country with deep-rooted dairy traditions. He says that Denmark's farmers are divided in their views on plant-based alternatives. While some cling to their pride in livestock and dairy, others see potential in diversifying their production. “Danish farmers are recognizing that there is a market for plant-based products, they see business opportunities to get a supplementary income,” Dragsdahl explains. Companies like ARLA have begun to innovate, launching butter replacements that are gaining traction in both domestic and export markets. This shift indicates a growing acceptance of plant-based options within traditional agricultural sectors.  

In Italy, partnerships between meat producers and plant-based companies could create mutually beneficial opportunities.

For farmers worried about declining dairy sales, Dragsdahl suggests that growing crops for human consumption can enhance their revenue. “If they can produce raw materials f