The growing demand for plant-based food products is no longer a passing trend or niche lifestyle choice. Across Europe, more and more consumers are opting for plant-based alternatives not only for ethical or environmental reasons, but also because of evolving health concerns, taste preferences, and a desire to be part of the sustainability transition. What was once considered alternative is now becoming part of the mainstream – and both education and the food industry must be ready to respond.
Within the Plant Power Erasmus+ project, a partnership of universities, research centres, SMEs, and training providers is working to ensure that this response is meaningful, strategic, and backed by real knowledge of the market. Led by the Slovak University of Agriculture in Nitra, the project focuses on empowering vocational educators and food entrepreneurs to better understand consumer motivations and transform them into opportunities for innovation.
Initial findings from WP2 – the Inspirational Good Practice Guide – offer valuable insight into the key drivers of this consumer shift. While health and wellness remain strong motivators, it is the combination of environmental awareness, curiosity about new ingredients, transparency, and value-driven shopping habits that is reshaping food markets across Europe. Consumers are not only choosing plant-based – they are also asking where their food comes from, what it contains, how it was produced, and how it impacts the planet.
In response to this, the Plant Power team is developing a set of Open Educational Resources that will help vocational schools embed these themes directly into teaching. The goal is to train future food professionals – not just in how to cook or process food, but in how to think critically about food innovation, sustainability, and changing societal values. The training materials take an interdisciplinary approach: combining design thinking, food science, marketing, and entrepreneurship to help learners understand how plant-based innovation can be a tool for both business growth and positive environmental change.
What makes the project especially relevant is its commitment to regional diversity and local value. The partnership emphasizes that innovation doesn't mean imitating global brands – it means understanding local ingredients, traditions, and resources, and turning them into something new. Whether it's chickpeas grown on small farms in Greece or pulses used in Slovak traditional cuisine, each region can find its own path to sustainable food solutions.
The results so far are promising. Educators are already involved in reviewing and shaping the training materials to ensure they are practical and relevant. Small food businesses are engaging in discussions about how to adapt their offer to meet consumer expectations. And most importantly, the conversation around plant-based innovation is becoming more inclusive – bridging the gap between education, policy, business, and the everyday food choices people make.
The project starts its second phase and its vision is clear. By combining pedagogical innovation with real-world insights, Plant Power is helping shape a new generation of food professionals who are not only skilled, but also conscious and creative. And as demand for plant-based products continues to grow, their role will be more important than ever.