Shifting consumer behaviour towards more sustainable diets is widely seen as essential for enabling the food system transformation. However, both behavioural change and policy implementation tend to occur gradually. This study investigates whether consumer awareness, beliefs, and self-reported behaviours related to plant-rich diets have changed over time in Denmark—a country that has recently positioned itself as a frontrunner in promoting plant-based food. Using repeated cross-sectional data collected in 2021, 2022, and 2024 ( n = 3592; at 1.5-year intervals), we examine developments in dietary choices, perceptions of plant-based products, and social dynamics around meat reduction. Despite major policy shifts, the findings show limited changes in consumer behaviour and attitudes across the three time points. There was no consistent change in reported plant-based consumption, dietary identity, or attitude shifts. However, certain developments suggest emerging potential for normalization of more plant-based eating: participants reported knowing significantly more people who had reduced their meat intake in 2024 compared to 2021, and unaided brand recall of plant-based products increased. However, at the same time, a notable decrease in environmental concern was observed. Gender and age differences were consistent across all time points, with women and younger respondents showing more favourable attitudes and behaviours towards plant-rich diets. Overall, our findings highlight how stagnant dietary practices are, even in progressive policy contexts such as Denmark, and underscore the importance of sustained, targeted interventions to support long-term dietary transitions. • Study tracks shifts in consumer awareness, beliefs, and behaviours on plant-rich diets. • Repeated cross-sectional data collected in 2021, 2022, and 2024 in Denmark. • No consistent change in plant-based consumption, identity, or attitude observed. • By 2024, more participants knew meat reducers; plant-based brand recall also rose. • Stagnant dietary practices stress the need for sustained, targeted interventions.
Wurzer-Mulders et al. (Sun,) studied this question.