Veganuary in Austria

After the Christmas holidays, many people want to start the new year with fresh resolutions: eat healthier, eat more consciously or perhaps even try out a new diet. One particular initiative that is attracting more and more attention is “Veganuary” – a month in which people around the world try out a vegan diet. But what do Austrians think about it? Our “In Focus” survey in January 2025 provides exciting insights.

Eating habits in Austria

The survey, in which 312 people with an average age of 44.3 years took part, shows a clear picture of eating habits in Austria:

• 69% of respondents eat an omnivorous diet, meaning they consume both plant and animal products without restriction.
• 21% describe themselves as flexitarians, people who consciously reduce their consumption of animal products.
• 5% are vegetarians or vegans and therefore do not eat meat or any animal products at all.

Good taste as a key factor for a healthy diet

A healthy diet is very important in Austria. Interestingly, 74% of respondents believe that healthy food often or always tastes good. This shows that taste is an important factor in the acceptance of healthy eating and that a conscious diet is not necessarily associated with abstinence.

How popular is Veganuary?

Although animal products are part of a healthy diet for many people in Austria, there is also interest in plant-based alternatives:

• 52% of those surveyed cannot imagine taking part in Veganuary.
• However, 25% are open to giving it a try.

These figures indicate that there is certainly an openness to a plant-based diet in Austria, even if the majority of people continue to integrate animal products into their diet.

Open mindedness meets tradition

The results of the “Im Fokus” survey show that the majority of Austrians say they eat a healthy diet and value taste. Animal products play an important role in this, but there is a growing curiosity towards plant-based alternatives. Veganuary is not yet widely accepted in Austria, but the interest in it shows that the topic of conscious nutrition continues to gain in importance.

You can find the full report (in German) here!

published: 13.02.2025