According to a global study by Mintel, the UK (24% of new vegan food launches), Portugal (21.5%), the Netherlands (19.1%), Germany (18.7%) and Austria (16.9%) are the five most innovative countries for plant-based foods in Europe.
Although one in five food products in Germany, for example, is vegan, only around 1.2% of consumers describe themselves as vegan. This has consequences for the marketing, placement and claiming of corresponding products. The aim of many companies is to appeal to as broad an audience as possible with a high-quality product, which primarily consists of flexitarians, i.e. consumers who eat both meat and plant-based main food components.
It is important to communicate in a non-judgemental way, especially with regard to meat consumption, and to emphasize positive attributes such as the plant-based origin or health and ethical aspects, and not to create antagonism towards non-vegans.
New products are being launched in Denmark (7.5%), Chile (7.1%), New Zealand (6.4%), Portugal (6%) and the Netherlands (5.5%) in particular. In Germany, the proportion of foods classified as "plant-based" is only 3.1%.
Source: vegcomonist.de
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