Greece has the highest percentage of omnivores among 11 European countries, as more than seven out of ten consumers (73%) said they eat both meat and vegetables, consuming up to 3.3 kg of meat per month.
However, almost one in two Greek men and women (49%) wishes to reduce meat consumption, while consumers are also open to the possibility of trying cell culture meat (at a rate of 49%), but also foods that utilise protein from insects (one in four or a percentage of 26%). Furthermore, more than eight in ten omnivores (82%) agree, even though they themselves consume meat, that there are reasons to become a vegetarian, with the most important motivation being the improvement of animal treatment and the next two being health and the environment.
In this setting, the “tribe” of flexitarians (consumers who follow a flexible diet, with reduced meat consumption) appears as a “frontrunner” in the area of plant-based foods and the shift that is gradually being observed towards it, whose members are most commonly observed in the ages over 45 years old (rate 55.7%).
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The above results were based on a study from a sample of 700 respondents, aged over 18 and under 70, which was held in June and co-sponsored by the Hellenic Vegetarian Union (HellasVeg) and the European Vegetarian Union (EVU). The primary research was carried out by Kantar SA and the statistical analysis was done by HellasVeg.
