Spanish consumers warming up to plant-based meat options after survey and taste test reveal positive trends.

According to a recent study by Heura, Spain’s leading plant-based meat producer, a substantial proportion of Spaniards are receptive to increasing their consumption of plant-based alternatives provided they grasp the associated health advantages. The majority of those polled, 85%, indicated a readiness to increase their consumption of plant-based meat products if they could deliver on three key criteria: exceptional nutritional profile, comparable taste to traditional meat, and reduced ecological footprint. Seventy-one percent of respondents perceived plant-based meat alternatives as a healthier choice compared to traditional options, while 56 percent had personally experimented with these products within the past half year.

According to a survey of younger adults aged 24-35, the appetite for plant-based meat options is remarkably strong, with only 1.6% expressing no willingness to try them. Despite growing awareness about environmental issues, many Spaniards still underestimate the significant ecological advantages of decreasing meat intake, frequently misbelieving that activities such as recycling exert a more considerable impact on the environment.

As Heura’s co-founder and CEO, Marc Coloma highlights the notable health and environmental advantages of their products, specifically citing that their plant-based burger boasts a substantial 57% reduction in saturated fat compared to traditional meat options, is cholesterol-free, rich in fiber, and yields an impressive 94% decrease in CO2 emissions. Coloma emphasized their commitment to dispelling the lingering doubts and misconceptions surrounding plant-based meat alternatives.

To persuade doubters, Heura has taken its product to unorthodox locations for blind taste tests. A surprise visit from a group of motorcycle enthusiasts at a roadside tavern introduced the patrons to Heura’s innovative plant-based burgers. Initially skeptical, numerous bikers were pleasantly surprised by the burgers, with one rider admitting, “It’s really quite excellent,” while others lavished praise on their flavor and texture. Three bikers uniformly praised the burgers, awarding them flawless scores of nine and ten out of ten.

With a proven track record of winning over even the most discerning palates – including those of grandmothers, politicians, football stars, and kids – Heura has demonstrated its ability to convert skeptics into devoted fans through innovative taste tests. In September, the brand will expand its community engagement by hosting a pop-up event in Barcelona, offering complimentary burgers to attendees. The event will showcase a stimulating lineup of speakers, including renowned environmental advocate Jon Kareaga, who will share his insights on sustainability, alongside a nutrition expert who will debunk prevalent myths surrounding plant-based protein sources.

With Heura’s positive momentum mirroring the escalating enthusiasm for plant-based meat options across Spain and internationally, With a remarkable 63% surge in international sales, the brand’s 2023 turnover soared to €38.3 million, solidifying its foothold in key markets such as the UK, Netherlands, and Italy? Its products made a notable appearance at Taylor Swift’s Eras Tour in Madrid back in May.

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