Consumers want meat alternatives but doubts remain, says survey

The study, carried out by HelloFresh and market analyst Kantar, found 61% of UK consumers want to try plant-based alternatives to meat.

Even more (66%) believe that adopting a plant-based approach is better for the environment and 20% already avoid meat “completely or occasionally”.

Despite this, more than one in three (36%) said that they had never tried plant-based meat alternatives and 51% are concerned that a plant-based diet would be too difficult to prepare.

Cost was another factor, with 41% saying they would buy plant-based alternatives if they were cheaper. Three quarters added that they thought the government should make meat-free options more affordable.

HelloFresh said it was already offering its customers more plant-based options and wanted to increase these.

Adam Park, chief executive of HelloFresh UK, said: “We have an opportunity to help customers with this, as we don’t just send ingredients, we also help them cook delicious meals with easy-to-follow recipes.

“Our ambition is to introduce ingredients to our customers that are delicious, convenient, and better for the environment.”