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The Green Revolution in Spain

In the last four years, some 2.1 million Spaniards have changed their habits towards vegetarian diets. This means that Spain currently has 5.1 million consumers who recognize themselves as flexitarians, vegetarians or vegans. These are some of the main conclusions of the study The Green Revolution that the consultancy firm Lantern has carried out in 2021.

Its first report, written in 2017, found that 7.8% of the Spanish adult population acknowledged that their diet was based on vegetables. Two years later, in 2019, this figure increased to 9.9% and in 2021 the number of veggies will rise to 34%, representing 13% of the adult population in Spain.

Within these more than five million vegetable consumers, flexitarians are the most numerous, accounting for 10.8% of the Spanish population, followed by vegetarians, who account for 1.4%, and in third place are vegans, 0.8% of the national population. The strong increase in the number of vegans is significant, which has grown by 60% compared to 2019, a growth experienced at the expense of the number of vegetarians, which is slightly decreasing.

The result is by no means negligible. Some 17% of consumers would be open to buying lab-grown meat. It should be noted that the question was about buying, not tasting. Moreover, it was observed that the younger generations are even more open to these solutions. 25.5% of those under 35 would buy cultured meat. Among veggies, this percentage reaches 27%. It is also worth noting that 54% of all consumers questioned are currently reluctant to buy cultured meat.


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