Processing of meat and dairy alternatives puts consumers off

Concerns over processing level are putting many consumers off choosing plant-based alternatives to meat and dairy products, according to research by EIT Food.

Plant-based substitutes (such as vegetarian chicken pieces and vegan cheese slices) are seen as ultra-processed foods (UPFs) by about a third (36% and 34%) of European consumers. What’s more, these foods were more likely to be seen as ultra-processed than their animal-based originals. 

The research, combining a survey of 10,000 consumers from 17 European countries, including the UK, alongside a follow-up qualitative study, found that 54% of Europeans do not eat plant-based substitutes because they want to avoid UPFs – but without any indication that they are choosing minimally processed plant-based options instead. Vegans and vegetarians, however, are less likely to avoid plant-based alternatives for this reason.

Slightly less than a fifth of European consumers view UPF as sustainable foods (17%), while 60% see them as bad for the environment compared to minimally processed foods. “This perception seems to be related to the idea that food that comes straight from the ground is sustainable, while anything that requires processing in a factory is by definition, unnatural and therefore not sustainable,” the authors of the report wrote. 

The research also found that 27% of European consumers are motivated to eat plant-based meats because of their low environmental impact. Among vegetarians and vegans the motivation is much higher (60%).

The majority (65%) of European consumers believe that ultra-processed foods (UPFs) are unhealthy, and that they will cause health issues later in life. For example, 67% believe that ultra-processed foods contribute to obesity, diabetes and other lifestyle-related health issues.

“Whether it’s a pre-packaged pasta sauce for a quick meal at home, or a fast-food treat meal out with the family, ultra-processed foods are part of the day-to-day fabric of consumer diets across Europe,” said Klaus Grunert, Professor at Denmark’s Aarhus University, and director of the EIT Food Consumer Observatory. “However, it’s evident from these findings that people have real concerns about the health and sustainability aspects of these foods.”

Despite these serious health concerns, consumers continue to choose processed foods, with only half (56%) reporting that they try to avoid buying processed foods.

As well as convenience, price, and taste, the study shows that a lack of understanding as to how foods are processed is contributing to consumers’ uncertainty when choosing which foods to buy. 

Grunert added: “As a sector, we need to create an environment which empowers individuals to make informed decisions about their diets, and foster a dialogue that not only educates but also inspires positive choices. That way, we can drive forward a healthier and more sustainable food system for all.”