There was extensive coverage by mass media of the primary research conducted by HellasVeg, in June 2022, regarding the eating habits of Greeks, based on the consumption of meat on the one hand and on the other hand their conscious intention to switch to a more plant-based diet.
One major finding of this research was the revelation that meat consumption in Greece seems to be going in a different direction.
Specifically, it appears that the percentage of flexitarians in our country is gradually increasing. Plant-based meat and dairy alternatives are winning the battle over time, while plant-based menus are becoming increasingly popular choices for consumers, based on the growing number of flexitarians. Despite this, the levels of Greek omnivorous consumers remain high compared to the European average.
In an exclusive presentation of HellasVeg’s research in Athens News Agency-Macedonian News Agency (APE-MPE), by the journalist Mrs. Alexandra Gouta, “Greece shows the highest percentage of omnivores among 11 European countries with more than 7 out of 10 consumers to declare that they belong to this category.” “However, when the conditions are created, so that products of plant origin become more attractive to consumers, then we will see the trend of vegetarianism developing rapidly” says the President of the Association Ms. Isaakidou speaking to APE-MPE. At the same time, the rise of vegetarian and vegan foods offers opportunities for the industry and food professionals as additionally noted by Mr. Thomas Vassaras, exclusive representative of V-Label in Greece, Cyprus, Kosovo, North Macedonia, and Egypt.
With more than 40 reprints in other media, the interest in the eating habits of Greek consumers, and also in future trends at both an individual level and at an industry level, is highlighted.
In addition, the president of HellasVeg Mrs. Souzana Isaakidou, was invited by the journalist Natasha Vissarionos to the radio show “Sweet Life” on the First Program of ERT on November 4th, 2022, for the presentation of the main points of the study on the eating habits of Greeks. They discussed the encouraging findings of the study and the reasons why a significant percentage of Greek consumers are gradually and consciously turning to reducing meat consumption. Questions were answered and ambiguities about vegetarianism were clarified, while the discussion did not lack the reference to the multidimensional importance of vegetarianism and the transition to a vegetarian diet. As Mrs. Isaakidou distinctively mentioned, “The essential purpose of the establishment of the Association is for the world to know vegetarianism in easier ways, without deprivations, without dogmatism, without stereotypes.”
You can listen to the interview at the following link: https://www.youtube.com/watch?v=xQep5slFwic&feature=youtu.be and on the official page of the show “Sweet Life”, on the First Program of ERT from 00:35:48 minute up to 00:49:19.
The main findings of the study were presented at the EVU (European Vegetarian Union) Board of Directors in September 2022, and recorded on video here.
The full text of the survey is now available! For anyone who wishes to receive a copy can follow the link here.
Profile of HellasVeg research
The survey was co-financed by the Hellenic Vegetarian Association (HellasVeg) and the European Vegetarian Union (EVU) and was conducted on a sample of 700 respondents throughout Greece in June 2022. It was conducted in electronic format, with representative criteria by gender, age and geographic apartment.
The primary research was carried out by Kantar SA and its statistical analysis was done by HellasVeg.
The aim of the research was to gain insight into the eating habits of Greek consumers, perceptions of plant-based foods and technological innovations in the food industry.