YouGov study: Every third person in the DACH region wants to reduce meat consumption
A new study by YouGov shows that 33 percent of the population in Germany, Austria, and Switzerland want to reduce their meat consumption. About 70 percent consume meat alternatives at least occasionally. The study also examines purchasing motivations, barriers, and brand loyalty in the meat alternative market.
Meat substitutes are becoming increasingly important in the wake of social debates surrounding climate change, health and sustainability. The category is no longer just aimed at people with a vegetarian or vegan diet. In the DACH region, an average of 33% of the population say they want to reduce their meat consumption. In Switzerland, this figure is 37%, in Germany 31% and in Austria 32%. In addition, around 70% of people in the DACH region consume vegan or vegetarian meat and sausage substitutes at least occasionally.
The new industry report "Meat Substitutes in the DACH region" by YouGov offers a holistic analysis of the market in Germany, Switzerland and Austria. The report sheds light on the development of the category from the perspective of consumers and combines key market trends with detailed insights into consumer and purchasing behavior as well as drivers and barriers to use.
Environmental aspects and animal welfare as the most important purchasing motives
The analysis shows that environmental aspects, animal welfare and health are among the most important purchasing motives. At the same time, there are still relevant barriers, particularly in terms of taste, price and perceived processing, the importance of which differs depending on the market. Expectations regarding the similarity of meat substitutes to real meat also vary significantly between countries.
Austria attaches importance to similarity to real meat
The importance of the similarity of meat substitutes to real meat varies significantly between countries. In Austria, for example, 44% of respondents consider it important that vegan and vegetarian alternatives taste as similar as possible to meat. In Germany, 32 percent share this view, in Switzerland 26 percent. This country-specific pattern can also be seen in other criteria such as processing, appearance and name: while these aspects are particularly important in Austria, the values in Switzerland are significantly lower. Germany is predominantly somewhere between the two countries.
Brand Funnel analyzes over 20 brands
In addition to the category evaluation of meat substitute products, the report analyzes the brand landscape in detail. Using a brand funnel for over 20 meat substitute brands relevant in the DACH region, it shows how well individual brands succeed in guiding consumers along the funnel stages from awareness to loyalty and where there is untapped potential.
The report thus provides a sound basis for decision-making for brands, manufacturers and retailers to further develop their positioning, communication and marketing in the meat substitute market in the DACH region.
