Research Overview

Next-generation buyers, primarily millennials and Gen Z, follow a healthier consumption pattern and tend to reduce their meat consumption for both sustainable and diet reasons. The rising number of lactose-intolerant people and the growing concern for animal welfare explain the rising number of health-conscious people and the global shift in preference to veganism or flexitarianism.

Traditional animal farming methods and exploitation have created significant environmental damages. Therefore, current dairy manufacturing processes need to be optimized and require fewer resources, less space, and less energy, while generating fewer greenhouse gas emissions. Some organizations are deploying new technologies that have less environmental impact but strengthen the sustainability credentials of their dairy products.

As a result of a growing number of health-conscious European consumers reducing their animal-protein consumption and the significant rise in the number of vegans and flexitarians, the region’s interest in alternative protein sources is rising.