According to Johanna Koskinen, Marketing and Purchasing Manager of retailer Ekokauppa Ruohonjuuri, the demand for ready-made vegetarian food has shown a significant increase recently. She says her company’s overall sales have increased by 30 percent over last year.
Growing health and environmental awareness are reflected in consumer decisions. Koskinen says while middle-aged women remain their primary consumer group, the number of families with children seeking vegetarian alternatives is on the rise.
“Previously enquiries for vegetarian food aimed at infants were quite rare, now we receive them daily,” she says. “As more adults select a more vegetable-based diet, they are more likely to encourage their children to do the same, “ Koskinen adds.
Statistics indicate there has been no drop in meat consumption. However, the young purchase less meat than older generations.
Consumer attitudes are changing with the consumption of beef now being questioned owing to its environmental impact.
According to research manager Johanna Mäkelä of the National Consumer Research Institute, more balanced diets are in vogue.
“Many people will consume just about anything while others reject beef for health reasons. Another group will reject meat in all its forms but might consume poultry at a pinch,” she claims.
Discussion is also intense on the provision of vegetarian alternatives in school and workplace canteens. Growing environmental awareness could lead to one-off “meat days” in the future. Researcher Johanna Mäkelä says a decision is needed to determine current public attitudes on meat. She asks whether it will become a delicacy or remain the choice of a dedicated group of consumers.