Europeans Prefer Plant-Based Alternatives Priced Equal to Animal Products, Study Finds
Source: The DairyNews
Conventional wisdom suggests that lower prices would drive consumer purchasing decisions, but recent EU-funded research reveals that Europeans may have a different approach when it comes to plant-based products.
According to a study from Sweden's Umeå University, pricing plant-based alternatives lower than meat or dairy might not be the most effective strategy to encourage dietary shifts.
The study, part of the HealthFerm project funded by Horizon Europe and the Swiss State Secretariat for Education, Research, and Innovation, surveyed over 7,800 consumers across nine European countries, including Belgium, Denmark, Finland, France, Germany, Italy, Romania, and Switzerland. The findings indicate that consumers are more inclined to buy plant-based meat, milk, or yogurt alternatives when their prices match those of animal-based counterparts rather than when they are priced lower.
This insight challenges the prevailing industry strategy of pricing plant-based products lower than those sourced from animals to gain competitive advantage. The researchers at Umeå University were surprised to discover that respondents were slightly less likely to purchase a plant-based product if it was priced lower than its animal-based equivalent.
Armando Perez-Cueto, leader of the Umeå University’s Research Group on Sustainable Food Transitions and head of the study, speculated that consumer perceptions of food value might play a role. "Many may have concerns about the quality of 'cheap' products, as we are inundated with cheap, unhealthy, and environmentally unsustainable options, often ultra-processed," he explained to FoodNavigator.
The HealthFerm project, a €13.11 million initiative running from 2022 to 2026, also aims to explore consumer perceptions of novel fermented plant-based foods. It includes 23 partners, such as Chr Hansen (now Novonesis), Valio, Planted Foods, and Bridge2Food.
The study also uncovered other barriers to the adoption of plant-based foods. While affordability is a significant factor, the most influential drivers for food choices among European consumers were the pleasurable sensory experience (87%), perceived healthiness (81%), and then affordability (80%). Following these were convenience and familiarity, with altruistic and environmental motives playing a lesser role.
To address these barriers, the researchers suggest that the plant-based food industry focus on improving familiarity, convenience, and taste. They advocate for a systems approach that integrates consumer education, research, and product development to bridge the gap between current perceptions and the potential benefits of plant-based fermented foods.
As the plant-based market continues to evolve, this study underscores the importance of understanding regional consumer attitudes and the complex factors influencing food choices beyond just price.
The study, part of the HealthFerm project funded by Horizon Europe and the Swiss State Secretariat for Education, Research, and Innovation, surveyed over 7,800 consumers across nine European countries, including Belgium, Denmark, Finland, France, Germany, Italy, Romania, and Switzerland. The findings indicate that consumers are more inclined to buy plant-based meat, milk, or yogurt alternatives when their prices match those of animal-based counterparts rather than when they are priced lower.
This insight challenges the prevailing industry strategy of pricing plant-based products lower than those sourced from animals to gain competitive advantage. The researchers at Umeå University were surprised to discover that respondents were slightly less likely to purchase a plant-based product if it was priced lower than its animal-based equivalent.
Armando Perez-Cueto, leader of the Umeå University’s Research Group on Sustainable Food Transitions and head of the study, speculated that consumer perceptions of food value might play a role. "Many may have concerns about the quality of 'cheap' products, as we are inundated with cheap, unhealthy, and environmentally unsustainable options, often ultra-processed," he explained to FoodNavigator.
The HealthFerm project, a €13.11 million initiative running from 2022 to 2026, also aims to explore consumer perceptions of novel fermented plant-based foods. It includes 23 partners, such as Chr Hansen (now Novonesis), Valio, Planted Foods, and Bridge2Food.
The study also uncovered other barriers to the adoption of plant-based foods. While affordability is a significant factor, the most influential drivers for food choices among European consumers were the pleasurable sensory experience (87%), perceived healthiness (81%), and then affordability (80%). Following these were convenience and familiarity, with altruistic and environmental motives playing a lesser role.
To address these barriers, the researchers suggest that the plant-based food industry focus on improving familiarity, convenience, and taste. They advocate for a systems approach that integrates consumer education, research, and product development to bridge the gap between current perceptions and the potential benefits of plant-based fermented foods.
As the plant-based market continues to evolve, this study underscores the importance of understanding regional consumer attitudes and the complex factors influencing food choices beyond just price.
