A new Greek nationwide study conducted by the Hellenic Vegetarian Society (HellasVeg) highlights growing interest in plant-based diets among Greek consumers. The research, co-funded by the European Vegetarian Union, surveyed 750 people across Greece in 2024 and compared the findings with European data from 2023​.

According to the study, 73% of Greeks identify as omnivores—the second highest rate in Europe—yet there is a notable rise in the desire of respondents to reduce meat consumption. The share of Greeks who eat meat just once per week has grown to 10%, up from 7% in 2022. Meanwhile, consumption of pork, beef, and dairy has declined by 16%, 15%, and 8% respectively​.

Health (56%), animal welfare (53%), and environmental concerns (31%) were identified as key motivators for shifting Greek dietary habits. However, the study revealed a gap between intent and practice, with limited availability, high prices, and lack of public awareness posing barriers to wider adoption of plant-based eating.

Legumes were the most favored plant-based food, with 85% of respondents consuming them regularly. Overall, 76% said they intend to maintain or increase their intake of plant-based products, provided they are flavorful, affordable, and nutritious.

The study also found strong public support for policy measures promoting plant-based diets. 71% of Greeks support more transparency in product certifications, exceeding the EU average of 64%. The majority of Greeks also favor removing taxes on foods with a low environmental impact (68%) and healthy foods (66%).

In a press release, HellasVeg called on policymakers and the Greek food industry to respond to this growing public interest by adopting strategies that promote sustainable diets rooted in the Mediterranean tradition.

Cover Photo Credit / DOTDASH MEREDITH FOOD STUDIOS