Flexitarianism Observatory: making it easier to adopt a more plant-rich diet

Flexitarianism Observatory: making it easier to adopt a more plant-rich diet

For one year, Bonduelle Group and OpinionWay followed 427 French households to better understand what helps or hinders the adoption of vegetarian meals. The findings of the Flexitarianism Observatory show that, to make a more plant-rich diet part of everyday habits in the long term, intention alone is not enough: enjoying cooking, simplicity and confidence in the kitchen all play an essential role.

When it comes to eating more plant-based food, it is no longer about convincing people. It is about making it easier.

Good for the planet and for health, satisfying and a great way to diversify meals: the households taking part in our Flexitarianism Observatory already had a positive perception of vegetarian meals. They also wanted to increase the share of plant-based food in their diets.

What we really wanted to understand was what could help them take the next step and make this shift last over time.

Conducted with OpinionWay, the Flexitarianism Observatory followed 427 French households for one year. At the end of the study, 63% of flexitarians had a high or increasing consumption of vegetarian meals. But the findings also show that this progress remains fragile and is rarely linear.

Enjoyment and confidence in the kitchen are key drivers

For the food transition to become a lasting part of everyday life, intention alone is not enough. Households making progress towards eating more vegetarian meals are primarily those that feel more comfortable in the kitchen. They are driven by the enjoyment of cooking and share the same meals within the household.

Conversely, as soon as cooking becomes a constraint, bringing more plant-based food into everyday meals becomes more difficult. Ease of preparation, day-to-day organisation, the ability to vary recipes and to satisfy the whole family therefore play a decisive role.

After one year, 89% of participants saw vegetarian meals as a way to diversify their diet, compared with 83% at the beginning of the study. Pulses are also gaining ground, with 40% of participants now eating them more than twice a week.

Findings recognised by the scientific community

Presented in early October by Eloïse Castagna at the EGEA conference organised by Aprifel, the findings of the Flexitarianism Observatory received a Poster Award.

This recognition helps bring the study’s findings to the attention of an audience of scientists and public health experts.

Making plant-rich food simple and enjoyable

These findings reinforce Bonduelle Group’s approach: to make it easier for people to adopt a more plant-rich diet, it needs to remain accessible, simple, enjoyable and suited to everyday life.

With this in mind, we are constantly adapting our brands’ product portfolios: vegetables and pulses that are easy to incorporate into everyday recipes, mixes and meal kits that simplify preparation, as well as ready-to-eat recipes.

Our objective remains the same: to make plant-rich food a choice that is as simple as it is enjoyable, and to give everyone the confidence they need to move forward at their own pace.

Source: Flexitarianism Observatory, OpinionWay for Bonduelle Group. Study conducted among 427 flexitarian households over one year.