The survey was conducted in September 2020 by Product of the Year, the U.K’s biggest survey of product innovation.
It discovered that ‘attitudes to vegetarianism and veganism have shifted colossally over the years’ after asking consumers to ‘identify factors that would encourage them to try a plant-based product including health, environmental factors, cost & packaging’.
According to the poll, the most important factor for people when opting for plant-based alternatives is health, with cost and environment coming second and third place.
The research also discovered that people started paying closer attention to their diet during lockdown – which has continued post lockdown – and have been increasingly adopting flexitarian diets by cutting down on meat and dairy while eating more plant-based foods.
In a statement sent to Plant Based News, Helga Slater, MD, Product of the Year, said: “Over the past few years we have seen more and more plant-based products win Product of the Year awards, with Richmond meat-free sausages taking top honors last year.
“And with a particular focus on health and wellbeing we predict increased levels of innovation in the sector with more plant-based products picking up awards in 2021.”
Germans ditching meat
Brits are not alone in turning towards plant-based options, if recent research is to be believed: the Guardian recently reported that some 42 percent of Germans have deliberately ditched meat or reduced how much they eat.
The outlet cited research published in the scientific journal Foods which shows that ‘out-and-proud omnivores, those who eat meat without any restrictions, are for the first time a minority’ in the country.
Bath University psychologist Christopher Bryant, who worked on the study, said: “The social implications [of the German numbers] here are potentially quite profound.
“The view that being a carnivore is ‘normal’ is part of the lay moral reasoning for continuing to eat meat. But once that is a minority view, and meat replacement options become cheaper and tastier, the trend is likely to continue in one direction.”