Veganism Skyrockets in Austria!

A recent Smart Protein survey on European consumers conducted by ProVeg International, in collaboration with Innova Market Insights, the University of Copenhagen, and Ghent University, has shed light on the changing dietary landscape in Austria. The study, encompassing 7,500 respondents across 10 countries, revealed a notable shift towards plant-based diets in Austria, with a particular surge in veganism.

The survey’s analysis of data from 750 Austrian participants responsible for household purchasing decisions unveiled a significant increase in the number of vegans in the country. Since 2021, the vegan population in Austria has risen from 3% to an impressive 5%, with an additional 7% of Generation Z respondents exclusively adhering to a plant-based diet. Germany closely follows Austria, with 4% of its population identifying as vegans. Austria and Germany lead the European charge in adopting meatless diets, as 15% of Austrians and Germans collectively follow a vegan, vegetarian, or pescetarian lifestyle. Flexitarian diets are also gaining traction, with 40% of Germans and 37% of Austrians actively reducing their meat intake. Furthermore, over half of European meat eaters claim to be actively decreasing their annual meat consumption.

Additionally, the survey identified a significant shift across generations, with 29% of Baby Boomers, 27% of Generation X, 28% of Millennials, and 26% of Generation Z identifying themselves as flexitarians. This suggests that the trend towards reduced meat consumption is not limited to a specific age group but is embraced by a diverse range of consumers.

Over the past decade, Austria has witnessed a substantial decline in meat consumption, dropping from 65.1 kg to 58.6 kg, representing a 10% decrease according to Statistics Austria. The motivations behind this decline include concerns related to health, animal welfare, and the environment.

The survey highlighted the thriving plant-based market in Austria, with 32% of respondents incorporating plant-based milk into their weekly consumption. Additionally, 28% consume plant-based yogurt, and 23% opt for plant-based cheese. Encouragingly, 34% expressed their willingness to purchase more alternatives to cow’s milk in the next six months, and 29% are open to exploring additional plant-based meat alternatives.

While the shift towards plant-based diets is evident, the survey also identified a significant obstacle – the perceived high cost of plant-based products. A striking 38% of Austrian respondents noted that they find these alternatives too expensive. The Vegan Society Austria has advocated for the end of tax discrimination against plant-based milk, which currently faces a tax rate of 20% in Austria, twice as high as cow’s milk.

In response to the growing demand for plant-based products, retailers like BILLA Austria are taking proactive measures. BILLA, offering an extensive range of 4,000 plant-based products, has introduced discounts on its vegan brand, Vegavita, aiming to achieve price parity with corresponding animal products. Furthermore, the supermarket chain has opened a dedicated section called “PFLANZILLA Welt” (PFLANZILLA World) in a new superstore, exclusively featuring plant-based products, with plans to open 20 more across Europe.

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