31. August 2024
When it comes to nutrition, around 70 percent of Austrians are pragmatic – in other words, as flexitarians, they eat both animal and plant-based foods without any particular restrictions. 2.7 percent of the population are declared vegans. The current purchasing criteria of Austrian consumers clearly show that freshness and quality are the top priority, but they must be affordable. This is particularly relevant given the rising cost of living. © AMA-Marketing aomas – stock.adobe.com
The current purchasing criteria of Austrian consumers clearly show that freshness and quality are the top priority, but they must be affordable. This is particularly relevant given the rising cost of living.
At a time when economic uncertainty and rising living costs shape everyday life, more and more consumers are looking for products that offer good value for money. Regionality also plays an important role in purchasing decisions.
Save your budget
Austrian consumers continue to place particular value on freshness and quality – but this must not come at the expense of price – as a new motive analysis by AMA Marketing shows.
Freshness, high quality and regional products are among the top purchasing criteria for everyday foodstuffs in all age groups. Special offers and discounts are also particularly popular at the moment.
Many consumers are increasingly paying attention to cheaper products in order to save on their household budget. 62 percent of 30 to 49-year-olds consider promotions to be important for their purchasing decisions. Among those under 30 and over 50, 54 and 57 percent respectively do so.
Regionality more important
The recently conducted RollAMA motive analysis also compared the criteria for purchasing decisions for everyday foodstuffs with the results from previous years. It shows that promotions and low prices have become more important compared to 2020, while freshness (83%) and high quality (69%) continue to dominate purchasing decisions. Quality is particularly important for fresh products – especially fruit, vegetables, potatoes, meat and eggs.
When asked about the aspects that will play an even more important role in purchasing decisions in the future, 52 percent of respondents named food from regional production. This is followed by organic, sustainability, independently controlled quality and food of plant origin, which, according to the survey results, will become more important in the future.
Majority eats mixed
In 70 percent of households, all members eat a mixed diet, meaning they consume both animal and plant-based foods without any particular restrictions. In another 17 percent of households, there is at least one person who eats this way. In a third of households, at least one person follows a flexitarian diet. This type of diet is characterized by a reduction in meat consumption. A vegetarian or vegan diet plays a minor role in nutritional practice and is only implemented by all members in two and one percent of households, respectively. In another 10 percent, at least one person follows a vegetarian diet.
In recent years, an increase in the proportion of people who eat a vegetarian or vegan diet has been observed. Compared to 2017, the proportion of households in which at least one person eats this diet has doubled. In 2024, the total proportion of vegetarians (6.9%) and vegans (2.7%) will be 9.6 percent, according to the RollAMA motive analysis.
Young Vegans
Demographic aspects were also asked about as part of the survey. The result shows that women between the ages of 30 and 50 are more likely to choose a vegetarian diet, while vegans are more likely to be found in the very young target group of 14-year-olds and 40- to 49-year-olds. In addition, 60 percent of vegans are women.
Although meat consumption is being reduced, 65 percent of respondents believe that plant-based alternatives to meat and dairy products cannot completely replace animal products. While 64 percent consider alternative products to be expensive, 53 percent believe that this is a contemporary trend.
“The trend towards plant-based nutrition is on everyone’s lips, but eating habits are changing only slowly. In addition, not all plant-based alternatives are equally well received by consumers. What we are currently seeing is that younger and urban people in particular are trendsetters when it comes to consuming plant-based alternatives,” says Christina Mutenthaler-Sipek, Managing Director of AMA Marketing, summarizing the developments.
