Five nutritional and consumption trends from the IELKA consumer survey

Five nutritional and consumption trends from the IELKA consumer survey

Five nutritional and consumption trends from the IELKA consumer survey

  • 400 thousand vegetarians and 1.5 million flexiterians in Greece in 2021
  • 1 in 2 consumers reduces the salt and 1 in 3 the sugar they consume
  • 1 in 2 cooks with their smartphone/tablet

The Consumer Goods Retail Research Institute in the context of a consumer survey carried out between November 5-11, 2021 with a sample of 1,000 consumers from all over Greece on the topic of dietary and food purchasing trends. The results of the survey were presented as part of the 12th IELKA MetaFood conference on December 1 and 2, 2021. The results highlight five nutritional and consumer trends that are expected to shape the supermarket and supplier industry in the coming years.

1. Flexiterians and Vegetarians

International demographic developments and cultural changes combined with the production potential of the global economy for the production of animal proteins are factors contributing to the global increase in consumers choosing a vegetarian diet. In Greece, the percentage of consumers who declare themselves to be vegetarians is around 4%, i.e. 400 thousand citizens, with half of them identifying themselves as vegans (do not consume any animal products) and the other half as vegetarians (do not consume meat, fish, etc.). Next to this category of consumers there is the category of flexitarians or semi-vegetarians, i.e. consumers who try to adopt a more vegetarian diet, but not completely vegetarian.This category is about 15% of the population, i.e. about 1.5 million citizens and constitutes a very important social and consumer group.

2. Plant-based and lab-grown foods

The aforementioned trend is expected to intensify the search for alternative plant materials, foods and products in order to cover existing dietary habits. Products such as plant-based cheese, plant-based milks, laboratory meat, etc. already exist on the Greek market. After all, there is already a consumer audience that makes these specific dietary choices (albeit at a lower rate compared to abroad). As can be seen in Figure 2, the percentages of consumers who adopt these categories are remarkable. 14% consume plant-based dairy, 11% would eat lab-grown meat, while 19% of the public see these alternatives as healthier.

3. Cut back on sugar and salt

The majority of consumers (and especially the older ones) are expected to devote more and more time to the planning-programming of their diet, as a result of the increase in the level of education and the average life expectancy. The public will want to live healthier for longer. A typical example is that one of the foods that is increasingly blamed in the eyes of the consumer public as unhealthy is sugar. The shift to alternative sources such as saccharin and stevia appears to be gaining ground with 26% of the public opting for these alternatives. At the same time, 37% of the public declares that they generally avoid sweets and sugar. Even more pronounced is the tendency to reduce salt, which 48% of the public wants.

4. Influence of social networks on nutrition

Social media will increasingly shape consumer choices with food shopping, cooking and consumption increasingly connected to the internet. 53% of the public cooks today with their mobile open next to them to view recipes, while 26% have actively asked for advice via social media. Now food is not enough to be tasty, it must also be beautiful for 75% of the public, which is attributed to social media and the increased use of video and photography for cooking at rates of 27% and 33% respectively. Influencers will take on more active roles and influence developments more. The speed of information dissemination and adoption of trends is becoming faster and faster, creating the need for businesses to not only keep up with these paces, but especially to have a presence in these media.

5. Climate change and sustainable development

Climate change is expected to significantly affect the way businesses operate. Consumers are becoming more and more demanding and critical in relation to the operation of businesses. The percentages are comparable in Greece and abroad in relation to the intention to purchase from businesses that operate in an ethical and environmentally friendly manner. Specifically, the intention to purchase based on the honesty and transparency of businesses regarding their way of operating is recorded at a rate of 77% in Greece, while 67% state that it is important for them that the products they consume are produced with environmentally friendly practices. Nevertheless, it is noteworthy that only a minority but significant portion of the public, around 32%, is willing to pay a higher price for products produced with more environmentally friendly specifications and processes. This element also reflects the financial pressure of the consumer public.

In the near future, a delicate balance will be formed between the wishes of the consumer and the possibilities offered by the companies. The organizations that manage to operate close to this fine line will be the ones that will emerge in the next decade.