Markteffect Meat Substitutes Monitor: 2nd edition

Key findings:

• The number of Dutch people who eat meat every day has fallen again from 55% (2019) to 50% (2020) to 45% in 2021.
• 94% of Dutch people are familiar with the term "meat substitutes." The term "plant-based" is on the rise: known to 58%, increase in plant-based products in supermarkets.
• Focus on the healthiness of meat substitutes, through Nutri-Score, is becoming more prevalent: 61% are familiar with Nutri-Score.

Developments surrounding meat consumption

Of the Dutch people who consume meat substitutes at least once a month, as many as 70% say that eating meat every day is no longer appropriate in this day and age. Among flexitarians, this percentage is as high as 75%, compared to 16% of omnivores. The survey also showed that, compared to the August 2020 measurement, the number of Dutch people who eat meat or fish almost every day has fallen again. In 2019, this was 55%, in 2020 50%, and currently 45% of Dutch people. Based on these figures, the percentage of Dutch people who eat meat or fish every day is expected to continue to decline in the coming years.

It is also striking that the term 'flexitarian' is confused with the term 'omnivore'. According to the definition, a flexitarian is someone who consciously chooses not to eat meat or fish at least once a week. Of the defined flexitarians in this study, 42% feel most comfortable with the term 'omnivore'. The term flexitarian therefore does not seem to resonate with consumers.

Plant-based

While meat substitutes are widely known, awareness of the term 'plant-based' is still emerging. Dana van Hoof, Category Manager at Plus, indicates a growing search for protein components other than meat: “The trend for meat substitutes appears to be shifting towards products made from ingredients like vegetables and beans, which we refer to as plant-based products. For instance, in week 20, we will introduce ten new private-label products in this category.” Markteffect's research reveals that 58% of Dutch consumers are currently familiar with the term 'plant-based'. Mark van Noorloos, Marketing Manager at Schouten Europe, also notes that 'plant-based' is gaining recognition and is gradually replacing the term 'meat substitutes'. However, there remains a significant gap between the awareness of 'plant-based' and 'meat substitutes'.

Plant-based products are most commonly consumed by young people up to the age of 34: 35%. By comparison, among Dutch people aged 55 and older, this figure is only 17%. There is also a difference between men and women: 30% of women occasionally consume plant-based products, compared to 21% of men.

When looking at the different eating patterns, such as omnivores, flexitarians, vegetarians, and vegans, it can be seen that vegetarians and vegans are most familiar with plant-based diets (59%). Among omnivores, this is only 11%.

Nutri-Score

Nutri-Score is a logo that allows the composition of foods within the same product group to be compared. The score is determined by positive components, such as the amount of protein and vegetables, and by negative components, such as the amount of saturated fat and sugar. Among users of meat substitutes, 61% are familiar with Nutri-Score. More than a quarter of them indicate that Nutri-Score is an important factor in their decision to purchase meat substitutes or not. 

Annemieke Boering of Campofrio Food Group indicates that the focus on transparency regarding the content of meat substitutes will continue to increase. She says: "One reason to reduce meat consumption is the health perspective, which is why there will be an increasing focus on composition and nutritional values. This is well reflected in the Nutri-Score."

Joy Snoeren, Brand Manager at Garden Gourmet, also indicates that the focus on health is becoming increasingly important in meat substitutes and that Nutri-Score helps in this regard: "Garden Gourmet has worked hard to ensure that almost its entire portfolio has a Nutri-Score of A or B, without compromising on taste. After all, taste remains the biggest driver for consumers, and with a better Nutri-Score, consumers can easily see which products can contribute to a responsible lifestyle."

Research accountability

The study was conducted by independent research agency Markteffect among a representative sample of 1,041 respondents aged 18 and older.