Austrians embrace flexitarian diets as climate and animal welfare concerns grow

A growing number of Austrians are looking to cut back on meat, with new research revealing shifting attitudes towards diet. A Billa Austria report shows that 17% plan to reduce their meat intake in the future, while 25% already consider themselves flexitarians. The supermarket chain has now launched a summer campaign, Good Food, to promote sustainable and enjoyable eating habits.

The decision to eat less meat is driven by several key factors. Animal welfare tops the list, with 84% of Austrians citing it as their main reason. Climate concerns follow closely at 76%, while health benefits motivate 68%. Fitness and personal well-being also play a role, with 62% mentioning these as influences.

To support these changes, Billa has set up the Good Food Board, an advisory group focused on mindful, plant-based, and sustainable nutrition. The board includes chefs, nutritionists, and athletes, though further details about its members remain undisclosed. Their goal is to challenge misconceptions about healthy eating, highlight the climate impact of food choices, and offer practical recipes and alternatives.

The Good Food campaign builds on these efforts by encouraging balanced diets without sacrificing enjoyment. Billa's initiative also emphasises regional sourcing, organic farming, and animal welfare in its product ranges. The company aims to make sustainable eating accessible and appealing for everyday life.

With more Austrians embracing flexitarian diets, Billa's campaign and advisory board seek to guide consumers toward healthier, more sustainable food choices. The focus remains on practical solutions, from climate-friendly recipes to ethically sourced products. The shift reflects broader concerns about animal welfare, environmental impact, and personal health.