The Hellenic Vegetarian Association – HellasVeg presents the results of a recent survey it conducted on dietary trends in Greece for 2024, with a general emphasis on plant-based nutrition and specifically on purchasing preferences for plant-based products. This is a nationwide survey conducted by HellasVeg in collaboration with the polling company Kantar Greece S.A., involving a sample of 750 individuals and incorporating comparative analysis with European data from 2023. The European Vegetarian Union (EVU), which co-financed this research, is actively involved in the aforementioned studies.
The main findings highlight both the significant increase in interest in plant-based diets and the challenges faced by the industry in meeting this demand. Greek consumers desire plant-based products that are tasty, healthy, affordable, and available in the market. However, the successful promotion of these products requires better public awareness of their benefits, the adoption of innovation in the food industry, as well as support at the food policy level.
The main conclusions of the survey indicate the following::
Greeks want to reduce meat consumption but struggle to do so in practice.
Despite Greece having the second-highest omnivore percentage in Europe (73%), the survey reveals an increasing desire for healthier and more sustainable dietary choices. 10% of Greeks now consume meat only once a week (up from 7% in 2022), while there is a significant reduction in pork consumption (-16%), beef consumption (-15%), and dairy consumption (-8%).
Health, animal welfare, and the environment are the main reasons for changing diets.
Health emerged as the primary factor for reducing meat consumption (56%), followed by animal welfare (53%) and environmental protection (31%). However, the survey highlights a “gap” between intention and action, as Greek consumers often do not have an accurate awareness of the volume of animal products they consume.
Legumes dominate preferences for plant-based foods.
Legumes are the most popular plant-based food, with 85% of Greeks consuming them regularly. Additionally, 76% report that they intend to maintain or increase their consumption of plant-based products, as long as they are tasty (28%), affordable (27%), and healthy (23%).
Problems and challenges in transitioning to a plant-based diet.
Despite the intention to consume plant foods, consumers face barriers such as a lack of sufficient plant options in the market, the high cost of these products, a lack of information and trust in alternative plant proteins and new technologies, and the perception that processed plant products are not healthy.
Greeks are calling for policies that support plant-based products.
The survey highlights the need for policy interventions: 71% of Greeks demand greater transparency in product certifications, a figure higher than the European average (64%). Additionally, 68% support the elimination of taxes on foods with a low environmental footprint, while 66% are calling for reduced taxes on healthy foods.
The Greek Vegetarian Association, HellasVeg, actively monitoring developments in the changing dietary habits of Greeks and their gradual, conscious transition to more plant-based foods (essentially returning to the Mediterranean model), calls on policymakers and businesses to adopt strategies that promote sustainable nutrition and contribute to creating a healthier and more environmentally friendly dietary model. The transition is feasible—as long as the right steps are taken and appropriate combinatorial strategies are adopted.
For the full text of the survey, you can follow the link here https://hellasveg.gr/en/survey-on-greek-consumers-attitudes-towards-plant-based-diets/, for more information about HellasVeg’s activities, visit the website here, https://hellasveg.gr/en/hellasveg-en/.
Thessaloniki, 14 April 2025
