In 2016 a partnership between ICS-UL (Institute of Social Sciences of the University of Lisbon) and Missão Continente (a social responsibility programme held by a major national supermarket chain) developed the first
national survey to analyse the Portuguese population values, knowledge, and representations of sustainability in its various dimensions, including diet. Although the vast majority recognized the benefits of eating plenty of
fruit and vegetables, only 33.3% identified reducing red meat consumption as important to maintaining healthy eating habits. Furthermore, when asked about their willingness to eat more vegetable proteins instead of meat, 45% answered favourably, while 16.8% were uncertain, and 38.1% were unwilling to do so.