The Hellenic Vegetarian Association (HellasVeg), following the successful completion of the veggie competition “Veg.Contest Thessaloniki 2024 – The Gastronomy of the City is Changing,” presents the impact that the competition has left on the public of Thessaloniki and the gastronomic preferences of the participants at the restaurant level.
The impact of the competition was recorded as part of a primary research conducted by HellasVeg in 2024. Specifically, the research was co-financed by the European Vegetarian Union (EVU) and was assigned to the polling company KANTAR S.A. It included 750 individuals from across Greece, based on representative demographic criteria regarding gender, age, and geographical region.
Through the research, among other things, the preferences of Greek consumers regarding plant-based diet in restaurants are highlighted, as well as the experience of the public in Thessaloniki from the competition.
Regarding the reception of the veggie competition and public participation:
- Social media significantly contributed to the dissemination of the competition: Although 65% of respondents were unaware of the competition, nearly half of the 35% who were informed stated that they learned about it through the internet or social media, underscoring the influence of digital media.
- The competition recorded high participation from the local audience: Although the research was conducted on a national level, participants from Thessaloniki exhibited a significant degree of engagement. Specifically, over 30% of respondents from the area reported actively participating in the competition, evaluating one or more of the 67 vegetarian dishes offered by 25 restaurants in Thessaloniki, indicating the strong local appeal of the initiative.
Regarding gastronomic preferences in dining:
- Veggie options are beginning to gain ground against traditionally meat-based options: More than 40% of respondents still often choose (up to every time) a main dish that contains meat; however, 10% systematically avoid such options, indicating a gradual shift in dietary habits.
- Restaurant menus lag in the variety of vegan & vegetarian options for main meals: 31% of those seeking vegetarian dishes express relative satisfaction with the available main meal options, but highlight the limited variety. At the same time, nearly 30% of respondents state that they are not particularly satisfied, as veggie options are limited to appetizers or salads, without significant presence in main meals.
The competition “Veg.Contest Thessaloniki 2024” was a landmark action for the promotion of plant-based diets in Greece, providing restaurants in Thessaloniki the opportunity to promote gastronomic innovation through culinary experiments based on plant-based diets. The findings of the research confirm the interest and demand for more and higher-quality vegan and vegetarian options in the dining sector.
For the full text of the research, you can follow the link https://hellasveg.gr/en/survey-on-greek-consumers-attitudes-towards-plant-based-diets/, and for more information about the actions of HellasVeg, visit the website: https://hellasveg.gr/en/hellasveg-en/
Thessaloniki, 2 June 2025