Europeans Interested in Plant-Based Foods, Rarely Eat Them
A Sustain-a-bite survey across eight countries finds limited everyday consumption of plant-based alternatives despite interest.
Updated on Nov. 5, 2026 in Vegetarian
A survey of 7,757 valid questionnaires from consumers in eight countries, released from Madrid on October 16, 2026, found most respondents in all countries except Türkiye eat plant-based alternatives three times a month or less or never. The study was led by Bern University of Applied Sciences within the EU- and SERI-funded Sustain-a-bite project.
Why it matters
The gap between stated interest and actual consumption points to barriers such as price, unfamiliarity and perceived processing that shape what shoppers put on their plates. Understanding these barriers may guide how plant-based products are developed and marketed across Europe.
The survey analyzed 7,757 valid questionnaires from consumers in Switzerland, Finland, Portugal, Romania, Spain, France, Germany and Türkiye. Frequent consumers cited health benefits, environmental benefits, pleasant taste and naturalness, while others pointed to high prices and unfamiliarity.
The players
Bern University of Applied Sciences
A Swiss public university of applied sciences that led the Sustain-a-bite consumer study analyzing questionnaires from eight countries.
Sustain-a-bite
A European research project funded by the EU and SERI that studies consumer acceptance of plant-based foods and processing technologies.
The details
Respondents across the surveyed countries generally reported eating plant-based alternatives rarely, citing high prices, unfamiliarity, preference for animal-based foods, and perceived inferior taste and high processing. Participants also held more positive attitudes toward natural bioprocessing technologies than toward non-thermal processing technologies.
Timeline
The Sustain-a-bite project launched on 1 October 2024.
Initial survey findings were released from Madrid on 16 October 2026.
The project is scheduled to end on 31 March 2028.
Season Trajectory
The findings extend an earlier Sustain-a-bite qualitative study that found familiarity, knowledge and perceptions of processing shaped consumer acceptance. The new quantitative results across eight countries help define where plant-based adoption currently stands in Europe.
For shoppers curious about plant-based foods, the survey suggests trying familiar products first and comparing prices, since cost and unfamiliarity were common barriers. Frequent consumers in the study valued health, environmental benefits and taste, which can guide choices at the store.
The takeaway
Interest in plant-based foods is widespread, but everyday habits lag behind, so price, familiarity and perceived processing remain the key levers for change. Shoppers who sample products they already know may find an easier path into regular consumption.
Further reading
Explore more on Vegetarian diets and the plant-based products shaping European grocery shelves.
More information
Learn more on the Sustain-a-bite project website, which hosts details on the EU-funded research.
Source note: This article includes information reported by VTT.
