A 360 degree study about avoiding animal products in food, cosmetics, etc.
Baden (OTS/Market Agent) – The German Nutrition Society (DGE) recently revised its nutritional recommendations. The new guidelines rely on a significant reduction in animal products and instead promote more legumes such as lentils and beans. A current survey by the digital market and opinion research institute Marketagent in cooperation with PRODUKT BrandNews shows how Austrians feel about plant-based nutrition, i.e. veganism, what reasons speak for it and who can imagine going animal-free in the future 1,000 respondents. In order to ensure a 360° all-round view of the topic, the population data is supplemented by assessments from industry insiders from retail and the branded goods industry.
According to the German Nutrition Society (DGE), we will eat a much more plant-based diet in the future. It recently revised its consumption recommendations and, in particular, significantly reduced the recommended amount of animal products. For example, the guideline value for meat and sausage was halved from up to 600 grams per week to a maximum of 300 grams. To achieve this, more legumes such as lentils or beans should be on the menu in the future. For the majority of Austrians, these new guidelines would probably represent a certain challenge. In a current market agent survey of 1,000 participants between the ages of 14 and 75, 9 out of 10 describe themselves as omnivores. 8.2% classify themselves as vegetarians and only 1.4% say they live a vegan lifestyle. Incidentally, in a supplementary survey of 208 industry professionals, i.e. experts from retail and the branded goods industry, this proportion is significantly overestimated. They assume that the proportion of vegans in Austria is 5.3%.
„Pure veganism is still a fringe phenomenon in this country, but it definitely has growth potential. According to our survey, a good fifth can basically imagine living a vegan life (22%). In Generation Z, the proportion of potential interested parties is even 35%. For comparison: Among baby boomers, veganism is only an option for one in six (17%).
“, explains Thomas Schwabl, Managing Director of Marketagent. The changes in meat consumption also indicate a gradual change in the food pyramid of Austrians. Half of the omnivores’ consumption of schnitzel, sausage rolls, etc. has remained stable over the last 5 years. However, 42% of those surveyed reported a reduction in their meat consumption during this period.
In this sense, vegan products are not only relevant for those who reject animal products, but can also be popular with vegetarian or omnivorous people. Plant-based alternatives are of interest to a good third of domestic consumers when purchasing everyday items. Women pay more attention to substitute products of this type than men, and again it is members of Generation Z who are particularly enthusiastic about vegan sausages, cosmetics and the like. “Even if the proportion of full-time vegans in the population is still very small, the target group for vegan products is already large – and continues to grow: 35% of consumers find vegan products very interesting or interesting when shopping Generation Z is even 52%
,” summarizes Brigitte Drabek, Managing Director of PRODUKT BrandNews GmbH.
Austrians suspect that the motivation behind a vegan lifestyle lies primarily in animal protection. The conditions in animal husbandry (54%), aversion to animal testing (44%) and meat scandals (38%) top the list of motives. Aversion to meat and environmental protection each lead around a third to the meeting.
The fact that they are often asked to pay more for vegan alternatives than for the animal “originals” annoys consumers. The majority are therefore not prepared to accept a surcharge for vegan products in the food and non-food sectors (68% each). A fact that is massively underestimated by industry experts. However, there is agreement in rejecting the unequal tax burden. Plant-based products are taxed higher in Austria than non-plant-based products. A circumstance that is a thorn in the side of both industry professionals and consumers. The majority of both groups are in favor of changing this tax disadvantage. It is clear to all stakeholders that the topic of “vegan” is here to stay. Every second consumer assumes that plant-based product alternatives will become more relevant in the future. Among industry insiders, 8 out of 10 see the trend continuing to grow.
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