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Dec 18 2023
Spanish Plant-Based Movement: The Green Revolution Report & Awards
This report is a go-to resource for understanding the vegetarian and plant-based scene in Spain, analyzing how the trend has evolved within the country and its broader impact on global dietary patterns.
Lantern, a strategy and innovation consultancy, recently presented the fourth edition of its report, "The Green Revolution," at the ICEX space in Madrid. This report is a go-to resource for understanding the vegetarian and plant-based scene in Spain, analyzing how the trend has evolved within the country and its broader impact on global dietary patterns.
The latest findings from "The Green Revolution" suggest a slowdown in the plant-based movement in Spain after the easing of pandemic-related restrictions in 2021. Over the past two years, the movement has seen a decrease of 600,000 members, a contrast to the nearly 1.3 million new vegetarians reported in the 2021 study. Despite this dip, the plant-based movement has shown some resilience, growing from 9.9% of the Spanish population in 2019 to 11.4% in 2023, offering a more comprehensive view.
The study highlights the predominant role of women in the plant-based movement, making up 59% of vegetarians and a significant 74% of the vegan and vegetarian population. Their commitment is mainly driven by concerns for health and well-being. The decline in plant-based diets has been more noticeable among men, affecting both vegans and vegetarians, with a slight decrease, especially among flexitarians.
The event gathered industry leaders and featured informative presentations, engaging roundtable discussions, and a talk by Ana Barrio, the Commercial Director of New Customers Europe at Nielsen IQ BASES. Two panel discussions explored the need for continued growth and discussed the industry's challenges over the next decade.
A notable part of the event was the first-ever "The Green Revolution Awards," recognizing innovation in the plant-based sector. Awards were presented in three categories based on differentiation, relevance, nutrition, and taste. The winners included Fuah! (Hello Plant Foods) for the best innovation in plant-based alternatives to animal products, Bonduelle for the best innovation in plant-based products, and Honest Greens for the best plant-based concept in Horeca.
The awards ceremony marks the start of an annual tradition, with future editions of "The Green Revolution" report promising ongoing insights into the evolution of the plant-based movement and its impact on global dietary habits, with a focus on health and sustainability.
