In 2021, a count of approximately 1,001 participating flexitarians in selected European countries* stated that when choosing a plant-based/vegan food product it is important to them that it tastes good. In second and third place were healthiness and freshness with about 981 and 719 respondents, respectively.
Most important factors when choosing plant-based food products for flexitarians in selected European countries in 2021
Characteristic
Number of respondents
Tastes good
1,001
Healthy
981
Fresh
719
No additives and/or no artifial ingredients
662
Cheap
580
Environmentally and climate friendly
533
Produced in a way that no animals are harmed
524
Organic
429
Pleasant texture
423
Minimally processed
395
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Sources
Smart Protein project; Innova Market Insights
Survey by
Innova Market Insights
Survey name
What consumers want: a survey on European consumer attitudes towards plant-based foods
Austria, Denmark, France, Germany, Italy, Netherlands, Poland, Romania, United Kingdom
Survey time period
June 2021
Number of respondents
2,300*
Age group
18 years and older
Special properties
Flexitarians; Multiple answers were possible
Method of interview
Online survey
Supplementary notes
Participants were asked: "What are the most important factors when choosing a plant-based/vegan food product? It is important to me that
the plant-based food product I choose..."
*The overall number of respondents was 7,590. The total number of participants in each country was approximately 750.
The survey was conducted in Austria, Denmark, France, Germany, Italy, the Netherlands, Poland, Romania, Spain, and the UK.
Missing percentage points to 100 percent are probably due to rounding.
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Smart Protein project. (November 4, 2022). Most important factors when choosing plant-based food products for flexitarians in selected European countries in 2021 [Graph]. In Statista. Retrieved November 13, 2024, from https://www-statista-com.ezproxy.canberra.edu.au/statistics/1345328/important-factors-for-choosing-plant-based-food-products-for-flexitarians-in-europe/
Smart Protein project. "Most important factors when choosing plant-based food products for flexitarians in selected European countries in 2021." Chart. November 4, 2022. Statista. Accessed November 13, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1345328/important-factors-for-choosing-plant-based-food-products-for-flexitarians-in-europe/
Smart Protein project. (2022). Most important factors when choosing plant-based food products for flexitarians in selected European countries in 2021. Statista. Statista Inc.. Accessed: November 13, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1345328/important-factors-for-choosing-plant-based-food-products-for-flexitarians-in-europe/
Smart Protein project. "Most Important Factors When Choosing Plant-based Food Products for Flexitarians in Selected European Countries in 2021." Statista, Statista Inc., 4 Nov 2022, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1345328/important-factors-for-choosing-plant-based-food-products-for-flexitarians-in-europe/
Smart Protein project, Most important factors when choosing plant-based food products for flexitarians in selected European countries in 2021 Statista, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1345328/important-factors-for-choosing-plant-based-food-products-for-flexitarians-in-europe/ (last visited November 13, 2024)
Most important factors when choosing plant-based food products for flexitarians in selected European countries in 2021 [Graph], Smart Protein project, November 4, 2022. [Online]. Available: https://www-statista-com.ezproxy.canberra.edu.au/statistics/1345328/important-factors-for-choosing-plant-based-food-products-for-flexitarians-in-europe/
