Research: 38% of adults in Germany and the UK plan to increase their plant-based food intake

A new study shows that 38% of adults in Germany and the UK plan to adjust their diet by increasing their intake of plant-based foods.


The study, conducted by the Good Food Institute (GFI Europe) in partnership with Plant Futures and market research firm HarrisX, surveyed 4,827 adults in two of Europe’s largest plant-based markets (Germany and the UK). The results showed that 51% of respondents planned to “increase plant-based food intake” or “reduce meat and dairy consumption”, with about one in five planning to take both measures at the same time.

The study divided the respondents into the following three groups:

1. "More plants, less meat and dairy" type: mainly those who pursue a healthy lifestyle (such as weight loss).

2. "Plant gainers": hope to increase plant-based food intake without reducing meat and dairy products. This group is mostly young, high-income men, usually guided by fitness goals such as supplementing protein and dietary fiber, and building muscle.

3. "Meat and dairy reducers": hope to reduce meat and dairy intake, but do not plan to increase plant-based food consumption. This group is mostly elderly people who hope to lose weight by adjusting their diet.

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