Health and wellness food trends in Europe - statistics and facts
Consumers care deeply about how, what they eat, and drink, affects their well-being. In the European Union, about 50 percent of consumers try to actively eat healthy. Consequently, health concerns influence various dietary decisions. For some this means cutting down on meat, for others it means cutting artificial flavors and preservatives, or sugar, and this just scratches the surface. Unfortunately, about 13 percent of Europeans say that they just can’t afford to eat healthily.
Meat consumption
Close to half of Europeans that have reduced their red meat consumption cited health as a factor why they took this step. It is not the sole reason to forgo meat, but appears consistently next to environmental and animal welfare concerns as a reason to eat less red meat. Per-capita meat consumption in Europe is forecast to decline. Especially red meat, often associated with a higher risk of cardiovascular diseases, is looking at a future with reduced consumption figures. Poultry meat is expected to increase its share of the market. Compared to beef and pork, it is expected to see a slight increase in per capita consumption.
Health and dietary choices
Some dietary habits are a direct consequence of health conditions. Prime examples are food allergies and intolerances. Younger consumers are more likely to have food intolerances than older consumers. People in their thirties are the most likely to have one or more food intolerances. Two common food intolerances are lactose and gluten intolerance. Following a lactose-free diet is slightly more common among the European population. 11 percent of survey respondents in the EU stated they were following a lactose-free diet, while seven percent said the same about avoiding gluten in their diet. Not all who eat lactose or gluten-free will have a food intolerance. Vegans, for example, also avoid any dairy products.
In part, consumers adapted their diets because of their personal health conditions. Other consumers adapt their diets to prevent developing health conditions and to retain their health as best as possible.
