80% of consumers changed way they consume meat, says new report

Most Europeans have changed the way they consume meat and are eating more meat-alternatives since the Covid-19 outbreak, claims a new report, adding that most people are willing to pay a bit more for food products in more sustainable packaging.

According to Amcor, a global leader in developing and producing a diverse offering of responsible packaging solutions, 80 percent of consumers across Europe have changed the way they consume meat or meat alternatives, with 50 percent of  consumers eating more meat-alternatives since the Covid-19 outbreak.

The report, entitled “Packaging and meat-alternative lovers: How an eye for detail is shaping purchase behaviour in Europe” breaks down the results by country. The UK, in particular, leads in the number of consumers that indicated this change in their eating habits.

“The research shows that there are two reasons that stood out: concerns about animal welfare and wanting to incorporate more vegetables into their diets,” stated Rosalia Rosalinova, Senior Marketing Manager, Amcor Flexibles.

As the pandemic compelled more consumers to stay indoors and cook for themselves and their families, shoppers have shown an increased awareness and sensitivity to packaging when making purchasing decisions. 

The report also found that consumers of meat alternatives are more likely to pay attention to food packaging than before. 20 percent want more detailed information on their food packaging, and 95 percent say they want to be able to understand the finer details of what they’re consuming. Meanwhile, 89 percent demand visibility of the product.

“Transparent packaging that shows off the appearance and texture of food is a growing consumer trend,” explained Rosalia. “This could be because they want to understand the nature of what they’re buying, given the relative novelty of some meat alternatives on the market today. 

“But brands also need to take into account that transparent packaging also reassures consumers that the food they’re buying is still fresh and safe to eat – so packaging needs to achieve a minimalist look and feel, while still providing high barrier performance to ensure the food remains healthy and does not go to waste.”