PlantPro will identify key success factors in industry and societal transitions, map consumer factors that determine acceptance and behaviour across consumer lifestyle groups, assess environmental impact, and measure the effect of nudging, information, and motivation on behavioural change in public and private settings under real-life context. It will deliver a catalogue of marketing and policy actions.

The commercial value created consists of market growth for innovative plant-based food and food upcycling businesses. The societal value created consists of the achievement of climate targets and sustainable development goals.

The overall project aim is to contribute to the development that a greater share of the broader population consumes more plant-rich diets in ways that at the same time reduce food waste in the system.

The objectives and overall KPI´s of the project impact are that by 2025,

1. 50% of the population has a vegetarian lunch and dinner at least twice a week (10% of the population undergo a significant change, 40% a moderate change),
2. the share of citizens eating a predominantly plant-based diet has increased from 14% in 2019 to 24% in 2025, and
3. the market sizes for plant-based foods and upcycled food have doubled. Further, the objective is
4. that between start and end of the project, by-product and side-stream use in food is significantly more known and accepted among consumers of the general population, and
5. brand awareness of participating plant-based and upcycled food brands has significantly increased.