Four in 10 adults in Germany and UK aim to eat more plant-based food, finds GFI Europe study

More than a third of adults in Germany and the UK plan to eat more plant-based food, according to new research from the Good Food Institute Europe (GFI Europe), global market research agency HarrisX, and industry partner Plant Futures. The findings, based on a survey of 4,827 people, underline shifting attitudes in Europe’s two largest plant-based food markets and highlight opportunities for the sector to widen its reach.

The research found that 38% of respondents across both countries intend to increase their intake of plant-based foods, with 51% planning some form of dietary change – either eating more plant-based meals or reducing their consumption of animal meat and dairy. Around one in five said they hoped to do both.

While less than 10% of people described themselves as vegan, vegetarian or pescatarian, a significant number identified as flexitarian. In Germany, 39% of adults said they were flexitarian, while in the UK the figure stood at 31%. These individuals said they had already reduced or limited their meat consumption. An additional 31% of British and 30% of German adults who typically eat meat had also consumed at least one of the eight plant-based food categories included in the study within the past year.

In total, nearly two-thirds of people in both countries had eaten a plant-based food product during the past 12 months. A third said they had consumed vegetable-based meals, such as those made with falafel, lentils or chickpeas, within the last month. In Germany, 30% of respondents had also consumed plant-based milk in the same time frame.

The survey divided consumers into three groups based on their dietary intentions. One group – described as ‘more plants, less meat and dairy’ – consists largely of people motivated by health and weight loss goals. Another group, dubbed ‘plant-based increasers’, is typically younger, higher-income and male, often focused on fitness and protein intake. The third group – ‘meat and dairy reducers’ – are not necessarily planning to increase their plant-based food intake but do aim to cut down on animal products, and are more likely to be older adults with health concerns.

Despite rising interest, the report found plant-based foods still trail conventional meat and dairy in key areas. Consumers in both countries were nearly twice as likely to say they enjoyed the taste of animal-based foods. They were also more likely to buy meat and dairy out of habit and familiarity. When asked to rate plant-based products on availability, ease of cooking, and perceived social acceptability among friends and family, most scored them lower than traditional options. Furthermore, knowledge of plant-based nutrition was lacking compared to that of animal-based foods.

Helen Breewood, Senior Market and Consumer Insights Manager at GFI Europe, said there was considerable opportunity for the industry to reach beyond core vegan and vegetarian audiences.

“Plant-based foods can help tackle some of our most pressing health concerns, and this report reveals a potential market for these products extending far beyond vegans or vegetarians,” she said. “But to enable people to act on their intentions and adopt healthier, more sustainable diets, the industry must understand what motivates different types of consumers.”

Breewood added that taste, convenience and familiarity were the biggest obstacles. “Companies need to develop tastier products, communicate nutritional benefits more clearly, and help consumers overcome their lack of familiarity with simple recipe suggestions,” she said.

The study also highlighted a perceived value gap, particularly in Germany, where plant-based foods were seen as offering slightly worse value for money than meat and dairy. Nonetheless, research continues to show strong nutritional and environmental credentials for plant-based products. Studies cited in the report found that plant-based meat typically contains high protein and fiber, and is low in sugar and saturated fat. Other research suggests these foods may help reduce LDL cholesterol, support gut health, and lower the risk of bowel cancer.

From an environmental standpoint, plant-based meats consistently outperformed conventional meat. A recent study found that they produce 86-94% fewer greenhouse gas emissions, use 71-89% less land, and require 74-93% less water.

For brands and retailers, the report sets out practical recommendations to bridge the gap between consumer intention and action. It suggests positioning plant-based products in familiar formats, incorporating them into everyday meal ideas, and helping consumers feel more confident preparing them at home. It also encourages messaging tailored to personal goals, such as muscle gain, weight management or environmental impact.

Indy Kaur, Founder of Plant Futures, welcomed the behavioral insights from the survey. “Applying this model to behavior change has brought much-needed clarity and direction to the plant-based food sector,” she said. “For the first time, we can clearly see the gaps in capability and opportunity that exist for people who are interested in eating more plant-based food or reducing their meat and dairy intake.”

Kaur added that understanding the barriers faced by these consumers was critical. “This deeper, more nuanced understanding of what’s holding people back is essential if we want to support healthier and more sustainable dietary choices at scale,” she said.