Increased number of Swedes prefer a vegetarian diet

“I eat mostly vegetarian nowadays”. Have you heard this more often lately?

It is not so strange, 9% of Sweden’s population now prefers a vegetarian diet.

According to Kantar Sifo’s Orvesto Survey this share has increased by as much as 34% between 2016 and 2018, and between 2017 and 2018 the number of people aged 16-80 who preferred vegetarian diets increased by over 100,000.

Thanks to MOSAIC we have also been able to examine the connection between lifestyle and interests when it comes to those preferring a vegetarian diet. We found the highest increase among the lifestyles where it was already relatively common with a vegetarian diet. Lifestyles consisting of young, well-educated people who live in big cities and havn’t yet started a family. In some lifestyles, the number that prefers vegetarian diet is as high as 28%. Interestingly enough, among students, which in previous years (2016-2017) had a clear increase in the subject, the interest decreased by 1.5 percentage points between 2017 and 2018.

Lifestyles with increased vegetarian diet

Among middle-income families, the interest in the vegetarian diet is relatively low and no significant increase is to be seen in recent years. However, we see that families with children spend a lot of money on food in general and that they are happy to pay more for organic and environmentally friendly goods. We find the least interest in vego food expectedly among older lifestyles living in or outside smaller and medium-sized cities or in rural areas. However, these groups choose locally produced products to a higher extent.

We look forward to taking part in the Orvesto 2019 data to see how the vego food trend develops in the different Swedish lifestyles.

With the help of InsightOne’s third-party data, you can easily and smoothly get a picture of how your business is affected when changes occur in your customers’ life phases, and how it will affect their purchasing decisions.

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