The protein shift: Will Europeans change their diet?

Environmental, health and animal welfare issues put pressure on the central position of animal protein products in European diets. One in four Europeans expect to eat less meat in five years, mainly because of the associated negative health effects.

This trend prevails in many European countries although the main drivers differ from country to country. A further shift in consumer preferences is likely as the level of innovation in alternative protein is high and governments are increasingly concerned about the carbon footprint of our diet. Therefore, food companies should be aware that the ratio between animal- and plant-based products will become more evenly balanced, concludes an international report by ING Economics Department.