Vegans Shop More Often Than Meat Eaters, Study Finds

By: Trademagazin editor Date: 2025. 07. 02. 09:40

Vegans and vegetarians visit grocery stores significantly more often than meat eaters, according to a new study by KPMG and the EHI Retail Institute.

Vegans top the list with 3.4 grocery visits per week, followed by vegetarians at 3.1 times. In contrast, omnivores and flexitarians shop 2.7 and 2.6 times per week respectively — meaning vegans shop 25 per cent more often than omnivores.

The study, based on responses from 2,000 German consumers, highlights a clear link between dietary habits and shopping behavior, Lebensmittelpraxis reports. Organic stores benefit the most from plant-based consumers: while only 20 per cent of all respondents and 17 per cent of omnivores shop frequently in organic shops, this rises to 48.4 per cent for vegans and 36.2 per cent for vegetarians.

The survey also revealed gender-based consumption differences: men are more likely to follow meat-heavy diets, while women lean towards reduced-meat or plant-based diets. In total, 3.8 per cent of respondents identified as vegan and 8.5 per cent as vegetarian.

Supermarkets (80.6 per cent) and discounters (79.2 per cent) remain the most popular shopping locations, regardless of dietary preference.