The Plant-based Revolution: the State of Affairs

Expectations about the protein transition from the consumer perspective


To understand the attitude of Dutch consumers toward changing their diet toward a more plant-based diet.

Our approach:

To get a good picture of how Dutch consumers think, we surveyed 1,300 consumers. We repeated the 2019 survey in part to gain insight into developments over time. We also conducted qualitative research in our Food Forum community.

Recommendations in a nutshell:

  • Develop a unified, consistent and compelling narrative that explains why plant-based is better, in terms of health and for the planet.
  • Develop products and dishes with a sensory experience equivalent to, or even better than, animal-derived products.
  • Find additional functional and emotional benefits of plant-based products to make them more appealing than the products they replace.

Find out more:

The report is available in Dutch only for now. To download it, click here.

Contact us to find out more about the results, or how we can tailor consumer insights to your product or company. 

We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight. 

We are the insights partner of choice for food companies and non-profits  that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.

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