French Consumers and Plant-Based Proteins: Between Curiosity and Gradual Adoption
The 7th edition of the Barometer of Consumers, a study conducted by Terres Univia and Protéines France in 2024, reveals a shift in the eating habits of French consumers, particularly regarding plant-based proteins. The study highlights a growing consumption of these alternatives, driven by an increasingly positive perception and a wider variety of products. Today, 25% of French people report eating plant-based protein products on a weekly basis (compared to 11% in 2022).
Diverse Motivations
These new consumer choices are driven by several factors: health (41% of respondents), and the environment (11%), but the main reason cited is inflation (45%). Rising prices, combined with the search for healthy and natural products, and the desire to reduce the environmental impact of their diet, are pushing the French toward plant-based proteins. These proteins enjoy a highly favorable image among consumers, with more than two-thirds considering them natural, healthy, and contributing to a balanced diet. Additionally, some plant-based proteins like legumes remain cheaper than meat.
A Diversified Consumption
In 2024, the most frequently consumed plant-based protein products are plant-based desserts (31% of consumers), followed by meat alternatives (28%), and plant-based beverages (22%). This diversification of the product range is helping integrate plant-based proteins progressively into the daily diet of the French.
Clear Expectations
A lack of information is hindering the adoption of plant-based proteins, as only three-quarters of French people are aware of the recommended daily protein intake. However, consumers are increasingly paying attention to the composition of their products and express clear expectations on this matter: they are asking for natural ingredients and transparency about the origin of those ingredients. Criteria such as ingredient lists, labels, the Nutri-Score, and indications of manufacturing location are essential to build trust and encourage broader adoption of plant-based proteins.
A Promising Yet Nuanced Trend
The study highlights an encouraging trend for the development of plant-based proteins in France. With a diverse product range and increasingly informed and demanding consumers, the plant-based protein market is expanding rapidly, driven by a collective awareness of health and sustainability issues. However, it’s important to note that this trend still has room for growth; 61% of French people still know little about plant-based proteins.
To learn more, you can consult the full study on the Terres Univia website.
