‘Appetite for plant-based meals on rise’

More than half of consumers feel plant-based diet is better than consuming meat and dairy, states a survey, suggesting appetite for plant-based meals is on the rise.

According to a new study involving 1,500 participants, released today (7) by HelloFresh in partnership with Kantar, three in five (61 per cent) of British consumers want more opportunities to experiment with plant-based meat alternatives in their meals.

Two in three (66 per cent) are convinced that adopting a plant-based approach to nutrition is better for the environment than consuming meat and dairy products. Twenty per cent already avoid meat completely or occasionally and half believe that more people should switch to a plant-based diet.

But more than one in three (36 per cent) Brits say they’ve never tried plant-based meat alternatives, while half (51 per cent) admit they wouldn’t want to follow a plant-based diet because it would be too hard to prepare.

Cost is also a deterrent for consumers wanting to make the switch to a plant-based diet with 41 per cent of consumers saying they would eat more plant-based alternatives if they were cheaper. Three quarters (75 per cent) of consumers believe the Government has a responsibility to make these options more affordable. Other deterrents mentioned by consumers were lack of taste (45 per cent), lack of flavour (37 per cent) and texture (35 per cent).

HelloFresh is the owner of the largest customer database on taste preferences and is dedicated to expanding its offering in line with predictions of growing demand for plant-based diets in the UK. As such, HelloFresh is onboarding more plant-based protein suppliers than ever before and supporting the 61 per cent wanting to make the switch by providing them with meal kits, complete with cooking instructions.

Two thirds (66 per cent) of the 1,500 consumers surveyed agreed there is a positive environmental impact from following a plant-based diet. More than half of the respondents (52 per cent) said that the government should help consumers make informed choices by creating more transparency around the environmental impact of both plant-based and animal products.

Adam Park, CEO of HelloFresh UK, said, “At HelloFresh, we are proud to support our customers to make dietary choices that are right for them. Part of this will be through offering the option to switch the meat in their favourite meals to plant-based alternatives.

“Half of consumers surveyed in the UK said they worry plant-based diets will be too hard to cook. We have an opportunity to help customers with this as we don’t just send ingredients, we also help them cook delicious meals with easy-to-follow recipes. Our ambition is to introduce ingredients to our customers that are delicious, convenient, and better for the environment.”