NÉGYOSZ and Trend International Ltd. conducted a nationwide, representative survey in October last year regarding the fears and decisions of Hungarian consumers that determine their preferences for plant-based foods. The results were then compared to findings from other similar European studies. They present their insights on food market trends and attitudes to the industry through presentations.
How do Hungarians perceive plant-based diets and foods?
The presentations summarizing the research findings of the association, illustrated with a plethora of data, provide a comprehensive overview of the current status of plant-based nutrition in Hungary – and even, albeit indirectly, about its future, as the survey also touched upon respondents' future plans – while also offering a comprehensive picture of consumer habits in Hungary and Europe.
The basis of the research
In recent years, the market for plant-based foods has been steadily growing, and this trend is expected to continue in the future. Plant-based foods have been at the forefront of changes in the food industry and gastronomy, increasingly becoming the focal point of consumer preferences and food industry innovations.
The nationwide representative survey conducted by NÉGYOSZ and Trend International Ltd. sheds light on how consumer habits are changing, what market dynamics can be anticipated based on these changes, and what challenges and opportunities the players in the food industry, market, and gastronomy face. The research highlights shifts in consumer attitudes and preferences, while also examining the Hungarian population's opinions from health, environmental, and economic perspectives.
How do Hungarian consumers perceive plant-based foods? Where does Hungary stand compared to the European average? How is the world of plant-based foods reshaping our dining culture, and how might it reshape the future of the food industry? To address these questions more effectively, the key findings of the research were compared with the results of the Smart Protein 2023 study conducted by ProVeg International and Innova Market Insights in 11 EU countries.
The aim of the research
The research conducted by NÉGYOSZ aimed to uncover the current attitudes of the Hungarian population towards various dietary patterns, such as flexitarian, vegetarian, and vegan diets, and to understand the related attitudes. The research also sought to examine how consumers perceive plant-based products and to what extent they are influenced by economic, environmental, health, or animal welfare considerations.
Consumer habits
According to the research, the vast majority of the Hungarian population (84%) identifies as omnivores, while flexitarians represent 13%, vegetarians 2%, and vegans only 1%. Previous research results showed that the proportion of flexitarians was around 7-9%, indicating a significant increase in this group in Hungary as well.
However, when comparing the results with those of the Smart Protein studies, there is a clear lag behind the European average. For example, 40% of Germans and 35% of Dutch people identified as flexitarians, while the average proportion in the surveyed countries was 27%, with 7% identifying as vegan or vegetarian.
Preferences and attitudes
The research reveals that a smaller portion of the Hungarian population is open to plant-based products. However, within a distinct group that frequently opts for organic and premium foods, there is a higher level of awareness regarding nutrition. Regular purchase of these product categories typically indicates a higher consumer status. Significantly, within these groups, the proportion of flexitarians is also higher.
This demographic plans to reduce their consumption of dairy, meat, and eggs in the future and they are the most receptive to plant-based substitute products.
The research also highlights that the animal welfare, health, and environmental benefits of plant-based nutrition are equally important to flexitarians, vegetarians, and vegans.
Turnaround in consumption trends
When examining the duration of dietary adherence, the need for change among flexitarians typically arose within the last 5 years: 15% have adopted this diet less than 6 months ago, 30% between 0.5–2 years ago, and 26% between 2–5 years ago. Therefore, the flexitarian diet is becoming increasingly popular, especially among those transitioning towards more health-conscious and sustainable dietary options.
When examining the duration of dietary adherence, the need for change among flexitarians typically arose within the last 5 years: 15% have adopted this diet less than 6 months ago, 30% between 0.5–2 years ago, and 26% between 2–5 years ago. Therefore, the flexitarian diet is becoming increasingly popular, especially among those transitioning towards more health-conscious and sustainable dietary options.
Analyzing the results of the Smart Protein study, it is evident that the change began in the countries surveyed at the same time as in Hungary, but with significantly greater momentum. This can stem from several factors. The populations of more developed countries are in a financially more favorable position, making it financially less burdensome for them to bear the initial higher costs of plant-based foods. In many cases, we see that lawmakers and regulatory bodies also play a significant role, as countries where the category is supported have seen notably higher proportions of flexitarians and vegetarians.
Effective education of the population is also an important factor, as clear communication of sustainability principles has not gone unnoticed.
Pros and cons
When purchasing plant-based substitute products, the most common deterrent factor is price: for Hungarian consumers, this was 60%, compared to 38% among European buyers.
57% of the domestic population believes that animal welfare is an unavoidable factor, with only 10% considering the situation of animals on their plates unimportant.
48% of respondents believe that a plant-based diet has a positive impact on their health, while only 22% do not believe it affects their health, and the remaining 30% are not interested in its effects.
Regarding environmental protection, 19% believe that a plant-based diet does not contribute at all or contributes less to environmental protection. 32% are neutral on the topic, while 36% believe it contributes to some extent, and a further 13% believe it contributes completely.
In the areas of healthcare, environmental protection, and animal welfare, a significant portion of the adult Hungarian population lacks awareness or knowledge – respectively 44%, 52%, and 51%.
Research plans
Our organization has formulated ambitious research plans for the future. The next project will focus on Generation Z, which is currently entering the active workforce and becoming a significant part of the consumer market. The goal of NÉGYOSZ is to annually monitor and analyze the consumption habits, motivations, and changes of this generation.
With our research, we aim to pay particular attention to uncovering how the dietary preferences of Generation Z are evolving, especially regarding their interest in plant-based products. In the coming years, it will be critical to understand how this more environmentally conscious, open-minded generation influences the food market and how manufacturers and retailers can respond to changing demands.
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This content can also be found in the article published in the Trade Magazine on February 20, 2024.
We thank Trade Magazine for featuring us!
We thank Trade Magazine for featuring us!