Market Study

Intercampus Market Study


In March 2023, independent MEP Francisco Guerreiro, of the Greens/European Free Alliance Group in the European Parliament, commissioned a new market study from INTERCAMPUS about the eating habits of the Portuguese population with regard to the plant-based diet. The study found, for instance, that 66% of consumers consider price to be the biggest barrier to consuming alternatives to animal protein.

The study also found that 88% of respondents are omnivores (eat animal and plant products), more so men (91%) than women (84%), with “the pleasure of eating” (72%) being pointed as the main reason for doing so. Women follow the flexitarian regime more (11%) than men (6%), both being 8% of the total of the survey and presenting “prevention and health care” as the main reason for this choice (71%). On the other hand, “respect for animals” is the main driver for those who choose a meat-free diet (76%). The study indicates that, in the next 6 months, the intention to reduce the consumption of animal products is expressed by 33% of respondents, with 55% of respondents thinking of replacing meat with plant-based “meat”.

With the current inflation, a national strategy for the diversification of the production and consumption of plant-based proteins is essential, since these are increasingly consumed by the Portuguese,” says Francisco Guerreiro. “More than placing the VAT on these products at 0%, the government must guarantee more support for the production, distribution and consumption of these foods“, concludes the MEP.

Also related to current national issues, the study shows that 81% of respondents consider that “constitutions should include the protection of animal welfare”.

Regarding European policies, 56% of respondents do not know what the Common Agricultural Policy is. However, 46% are interested in learning more.

Considering that about 30% of the European Budget goes to the financing of the Common Agricultural Policy, it is increasingly important to enlighten the Portuguese about the impact of food production, currently quite negative, on public health, ecosystems and animal welfare“, stresses the MEP.”

Technical data

1506 interviews were conducted, with a proportional distribution by region (7 NUTS), and gender and age quotas were applied in each region, based on data from the 2021 Census of INE. For the sample, the maximum margin of error is ±2.53 p.p. for a 95% confidence interval..

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