The cost difference between plant-based and animal products is rapidly shrinking making vegetarian options more accessible than ever before. While the perception of plant-based food as expensive still lingers, the reality is a major fall in prices.
A study comparing the prices of animal and plant products found that two-thirds of the products analysed were found to be priced similarly to their animal-derived counterparts, with many plant-based items even cheaper. The investigation, carried out by ProVeg (an international organisation dedicated to promoting plant-based diets), analysed the seven most common products, which included minced meat, fish fingers, and milk or plant-based drinks.
It concluded that a shopping basket filled with vegan products was often cheaper than its animal-based counterpart at most supermarkets. For instance, cow's milk is often pricier than plant alternatives like soy milk. Similarly, meat substitutes such as plant-based burgers or minced meat are frequently more economical than their animal-derived counterparts.
Rearing meat: big effort, small returns
By keeping the prices of plant-based products low, supermarkets attract a new clientele. Meat production requires substantial resources, such as grain for animal feed. As grain prices rise, so does the cost of meat. By contrast, plant-based alternatives require fewer resources and are less affected by price fluctuations.
Moreover, profit margins for meat are slimmer, as consumers closely monitor meat prices. Consequently, when prices increase, supermarkets have limited room to absorb the costs, resulting in reduced profits. Plant-based products have higher profit margins and often absorb additional costs without passing them on to consumers. And as production scales up, prices of meat alternatives are falling.
The revelation in pricing comes at a time when Belgians are being urged to reduce their meat consumption. In an effort to promote a transition to a more plant-based diet, ProVeg has launched the Veggie Challenge in March, with an online app featuring vegan recipes, advice and support. ProVeg aims to boost the visibility of plant-based diets and foster a wider acceptance of plant-based options instead of meat, especially in Belgium where people consume an average of 82 kg of meat each year – twice the global average.
Alpro is most known for producing plant-based drinks, desserts and other cooking products. Credit: Belga
A 2023 survey conducted by the Belgian Association for Research and Expertise for Consumer Organisations delved into the meat consumption patterns of Belgians, uncovering notable trends in dietary preferences.
The findings presented a nuanced picture. While a majority of respondents (56-65%) expressed intent to maintain their current meat consumption, a notable minority (5-15%) expressed a desire to increase their intake of animal meat. Conversely, there was a growing proportion of Belgians looking to reduce their meat consumption, with 11% identifying as non-meat eaters and 31% as flexitarians who actively seek meat alternatives.
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Parallel research conducted by the University of Bath in collaboration with Belgian animal welfare organisation GAIA echoed these sentiments, reporting a surge in interest and support for plant-based products among Belgian consumers. Delhaize, a major Belgian retail chain, responded to this demand by announcing plans to expand its plant-based offerings by 2025, anticipating a substantial shift towards plant-based foods.
Demographically, the survey highlighted varying attitudes towards meat consumption. Young people, women, those from higher social groups, and Brussels residents exhibited a greater willingness to reduce meat intake and explore plant-based alternatives.
