On July 10, 2024, the VALPRO Path project hosted its second webinar, drawing over 40 participants eager to explore European consumer perceptions of plant-based proteins. Speakers in the webinar were Elsa Guadarrama from Smart Protein Project, Dr. Michel Fabienne from GIANT LEAPS, and Dr. Maurice O’Sullivan (M.Sc.) from Kerry Group. This engaging session not only shed light on broader societal shifts towards sustainability, health awareness, and ethical consumption but also aimed to guide policy-making and market strategies to promote plant-based diets. The interactive nature of the webinar fostered a dynamic exchange of insights, contributing to its success and further promotion.
Webinar Highlights
Dr. Richard Lynch: New Value Landscapes for Plant Protein Pathways in Europe
Dr. Richard Lynch, the Research Officer from Teagasc, kicked off the webinar with a compelling introduction to the VALPRO Path project. He emphasized the need for a premium plant protein supply chain in Europe. The project aims to develop viable business models encompassing all actors across the supply chain, from primary producers to end manufacturers. Key crops of interest include lupin, soya beans, chickpeas, lentils, peas, beans, and peanuts, chosen for their high protein content, suitability to the European climate, and premium potential.
For producers, understanding which crop varieties to grow in specific locations is crucial to maximizing yield and quality. Processors must invest in efficient systems and testing technologies, while food manufacturers can benefit from the premium products developed from plant proteins.
Elsa Guadarrama: Insights about European attitudes towards plant-based diets in Europe
Elsa Guadarrama from the Smart Protein Project presented findings from the recently concluded Smart Protein Consumer Survey. Conducted by ProVeg International, the survey revealed significant trends in plant-based consumption across Europe. ProVeg International is a food awareness organization dedicated to transforming the global food system by replacing 50% of animal products with plant-based and cultivated foods by 2040. Their strategy includes a range of interventions, from consumer education to policy advisory. ProVeg International leads the dissemination of results for the Smart Protein project, which concluded after four years in June this year. With responses from 7,500 EU participants, the survey highlighted that over 50% of meat eaters in Germany, France, and Italy are reducing their meat intake due to health concerns, animal welfare, and environmental considerations.
Moreover, 38% of Europeans currently follow flexitarian, pescatarian, vegan, or vegetarian diets, with Germany leading in flexitarians, the UK in vegetarians, and Austria in vegans. Looking ahead, 35% of Europeans intend to increase their consumption of legumes, while 40% plan to consume more plant-based alternatives. However, challenges remain, as consumers cite high costs, taste issues, and the need for more information as barriers to adopting plant-based diets.

Dr. Fabienne Michel: Introduction to Consumer acceptance of plant-based products
Dr. Fabienne Michel from the Giant Leaps Project delved into consumer acceptance of various protein sources. The Giant Leaps Project is a large-scale initiative involving numerous stakeholders. Its goal is to develop methodologies, datasets, and innovative approaches to accelerate the shift towards a more sustainable and circular food system.
Fabienne presented the main questions from their Pilot Surveys: What are consumers’ expectations regarding different protein sources? Which protein sources show the most promise for use in meat substitutes? How do various consumer characteristics affect the acceptance of different protein sources? Pilot surveys revealed that while animal-based proteins like eggs still hold the highest acceptance, plant-based sources such as chickpeas and lentils also show promise. These findings underscore the need to enhance taste, health, and environmental friendliness to boost consumer acceptance of plant-based alternatives.

Maurice O’Sullivan: Industry Perspectives from Kerry Group
Maurice O’Sullivan from Kerry Group provided an industry perspective on the plant-based food landscape. Kerry Group is a global leader in developing and manufacturing innovative taste and nutrition ingredients. They leverage insights, innovation, and technology to collaborate with customers, creating healthier, tastier, and more sustainable nutrition solutions that promote good health and reduce environmental impact. Kerry Group operates 137 manufacturing locations and over 70 technology and innovation centers, employing more than 21,000 people. Maurice highlighted key drivers shaping European plant-based consumer behavior: sustainability, health and nutrition, taste, clean labeling, and cost. Their research shows that plant-based products are becoming mainstream, with soy, pea, and wheat classified as benchmark proteins in the market. Maurice presented the Alternative Protein Innovation Landscape, highlighting various protein modification techniques, including physical modifications, hydrolysis, fractionation, extraction, and fermentation. He also covered innovations in application and food processing. These advancements aim to address key challenges such as taste, functionality, cost, labeling, and nutritional value.

Engaging Discussions During Webinar and Future Directions
Following the presentations, VALPRO Path’s coordinator, Dr. Ewen Mullins from Teagasc led a vibrant discussion session. Participants exchanged ideas and insights, further enriching the conversation around plant-based protein pathways in Europe. Very soon the whole session will be on our YouTube channel!
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