The shift in consumer behaviour towards more plant-based eating is crucial for achieving the Sustainable Development Goals (SDGs). This is because of the significant impact of meat, the huge role of individuals in food choice, and the inequalities observed. Behaviour change about food is often underestimated, but because individuals have greater agency than in other sectors, it has huge potential. The case of Denmark shows that consumer trends can ultimately contribute to triggering a policy turn-around in a country. Research from the case exemplifies that rather than ‘the consumer’ there are diverse consumer segments. It also shows that processing scepticism among greener segments could be a hindrance to market development. We suggest that as we advance, research should explore individual consumer change pathways and the best sequence of different stakeholder market and policy actions in sustainability transitions to further plant-rich eating that contributes to achieving the SDGs.