« 57% West-Europeans support a meat tax - if healthy food will be cheaper»

Published on 23-03-2023

Around 60% of German, French and Dutch consumers are willing to pay a higher price for regular meat and dairy in order to reduce prices of plant based or organically produced food. This was concluded in a representative Ipsos report commissioned by the True Animal Protein Price (TAPP) Coalition. These results form a direct endorsement for the European Parliament that already adopted an amendment to differentiate VATs.

60% of these West-European consumers agree, together with the EU parliament, on a food price VAT reform in EU member states (Netherlands: 57%, France: 65% Germany: 58%). In 2021, the EU Parliament voted for a 0 percent VAT rate for food products that benefit public health or the environment, and the highest VAT rate for food products with negative health and environment impacts. A large majority believes this should be implemented in Germany, France and the Netherlands.

A majority of 57% consumers believes this food price reform can be implemented with the TAPP Coalition proposal to increase meat prices with a tax, while in the same time applying 0% VAT on fruit and vegetables and healthy and sustainable food, giving a financial compensation for low income group and provide subsidies for sustainable farmers. This concerns an additional price of 20 euro cents per 100 grams of chicken, 45 euro cents per 100 grams of pork and 57 euro cents per 100 grams of beef. Livestock farmers receive at least 10,000 euros extra per year to be able to work in a more animal and environmentally friendly way. The 0 percent VAT rate will apply to fruit and vegetables, nuts, bread, wholemeal products, organic foodstuffs and plant-based meat and dairy substitutes. In addition, the 20 percent with the lowest incomes per person must receive an extra 10 euros per month so that their loss of income is compensated through an amount of money (e.g. a higher healthcare allowance or a Healthy Food Gift Card).

At least 1 euro per kg meat

More than a half of respondents would support the implementation of a tax of at least 10 eurocents/100-gram meat, if revenues will be used to improve animal welfare mainly. A high VAT rate of 19, 20 or 21% on both meat and dairy is accepted by 57% of consumers, if a 0% VAT is applied on all fruit and vegetables, bread, grain products, coffee, tea, organic and fair trade food, (plant-based) meat and dairy substitutes and everyone receives free food vouchers (a credit card) worth about 15 euros per month to buy healthy or sustainable food: organic food, vegetables or fruit. More than a half of respondents agree that dairy and meat factories should be obligated in reducing GHG emissions, especially in France. Respondents would prefer if supermarkets and food services paid emssion taxes directly (44%), over the farmers (8%) and consumers (29%). More than a half of French respondents would support the first option (53%). 


The target group were citizens of the Netherlands, France, and Germany, national representative on age (18+), gender, education, and region. Representativeness is guaranteed by drawing a stratified sample and setting quotas during fieldwork and applying weighting corrections to the data. The online sample was  n = 3038.  Netherlands: n = 1039, France: n = 999 and Germany: n = 1000. The method was an online quantitative research via Ipsos i-Say Panel. Fieldwork was done in February 1 – February 6 2023.

The full report based on the Ipsos survey made by TAPP Coalition can be seen here. . 

Proveg International published this article about the Ipsos survey.