EU Agriculture and Consumption Trends: An Overview

The European Union's agricultural landscape is undergoing a transformation, driven by evolving consumer preferences and dietary shifts. A key trend is the increasing popularity of plant-based products, fueled by growing health and environmental concerns.

Plant Proteins on the Rise

Over the past decade, EU consumers have significantly increased their consumption of plant-based alternatives to meat and seafood. Since 2011, the consumption of these products has grown fivefold, and this trend is expected to continue. This growth is particularly evident in plant-based drinks, with new sources of plant-based proteins like oats and almonds gaining popularity and replacing traditional sources like soybeans.

While these products may not fully replicate the taste and texture of animal products, consumers are embracing them as a way to diversify their protein intake and add plant-based options to their diets. Despite this growth, animal protein is projected to remain the dominant protein source in the EU, accounting for approximately 60% of consumption.

Flexitarians Lead the Way

The rise in plant-based consumption is largely driven by the growing number of flexitarians in the EU. In 2021, 30% of EU consumers identified as flexitarian, meaning they prioritize plant-based foods while occasionally consuming meat and fish. This is a significantly higher percentage than the combined number of vegans and vegetarians, which stands at 7% in selected EU countries.

The prevalence of meat-avoidant diets varies across age groups and geographical regions. For instance, in Germany, approximately 13% of young adults (aged 18-29) identify as vegan or vegetarian, compared to just 6% in Italy and 10% in France.

Food Price Inflation Impacts Dietary Trends

While health and environmental concerns remain major drivers of dietary changes, the recent surge in inflation has introduced a new factor: price sensitivity. Consumers are increasingly opting for private brands, reducing purchases, and seeking out alternative retailers to manage tighter budgets. This price sensitivity has impacted some food categories, with consumers less willing to pay a premium for higher-value products.

This could potentially slow down some of the dietary shifts observed in the past. However, the importance of healthy diets is likely to remain a priority for consumers, particularly in the post-COVID era. This is reflected in the increasing demand for functional and fortified food products that incorporate vitamins or probiotics.

Source: EU Agricultural Outlook 2023 - 2035