45% of Portuguese are reducing or have eliminated completely their consumption of red meat, and 54% has done the same for other meats such as sausages and cold cuts. Currently, veggies (vegetarians, vegans, and flexitarians) represent 9% of the adult population in Portugal, or 760 thousand people—and this segment shows no signs of stopping its growth. A third of them have made the decision to change their diet in the last 2 years.
These are some of the statistics that can be found in our study “The Green Revolution Portugal,” a continuation of our research on the same topic in Spain. We found that the veggie trend is also very strong in the Portuguese market and has enormous potential for mass-market brands. If you are interested in reading more about this trend, please request the free report.