Latest results from Circana’s CREST service analysis reveal a shift in out-of-home dining preferences. The research indicates that European consumers are continuing to eat healthily at home (44%) but just 6% continue to practice this when eating out – for example, in restaurants. However, the indications are that this is set to change in 2024.
Circana data reveals a shift in trends, with 44% of Europeans reducing sugary soft drink consumption and 43% cutting back on spirits when dining out. Looking at the year ahead, a further 41% are considering further reductions in alcohol intake, reflecting a growing trend toward mindful drinking. Furthermore, more than half (53%) of Europeans are looking into reducing their sweets and dessert consumption (across all genders).
Jochen Pinsker, the Senior VP of European Foodservice at Circana, said: “There is a larger trend underway here, reflecting a collective shift away from sugar consumption, driven by increased consumer awareness of potential side effects.
“Restaurants need to embrace this move by providing a better range of healthy, low-sugar options. Really, it’s about inclusivity – catering to vegans, vegetarians, gluten-free, and plant-based diets – to ensure that everyone has a great experience while dining out.
“And while the overall percentage of healthy eating options may not drive immediate volume, it will provide wider appeal and bring people in.”
Supporting Insights:
- Moderation Movement: While just 7% of European consumers planned to take part in ‘Dry January,’ a further 7% expressed a desire to lower their alcohol consumption, emphasising a broader shift towards moderation.
- Veganuary Impact: This relatively new trend appealed to 6% of Europeans and remains most popular (9%) amongst 18-34 year olds, showcasing a shift towards plant-based choices in future generations. It was most popular in the UK (8%) and least in France (5%).
- No/Low Alcohol Products: The survey highlights a generational trend, with 21% of young adults opting for no/low alcohol products, compared to 13% of 35 to 54-year-olds and 12% of those aged 55 and above.
Pinsker commented: “There are only small differences by country when it comes to the reduction of alcohol intake. However, men (17%) seem to have higher ambitions here than women (13%). This mirrored the desire to change the food intake in January as well.”
- Organic Aspirations: A significant 56% of European consumers express a desire to see more organic food on menus, with Spain leading at 63%, Italy close behind with 60% and the UK at 50%.
Pinsker added: “It’s really interesting to note the demand for more organic produce – especially given we observed a slowdown in the second half of 2023 in the speed of the growth of plant-based products in restaurants. A growing number of consumers now consider themselves ‘flexitarian’ and 21% of the BIG 5 population (GB, Germany, France, Italy and Spain) are reducing their meal protein consumption, rising to 32% in Germany. Furthermore, it is important to note that our data indicated an additional 18% of consumers still want to try plant-based meat replacements.”
He concluded: “Our research shows that 64% of Europeans agree that embracing a health-conscious diet can be both flavourful and inventive. Consumers no longer need to sacrifice taste and experience; with a wider array of options, eating out can be a part of their journey toward well-being. Restaurants gearing up for occasions such as Valentine’s Day and Mother’s Day should take note and include a good array of healthy options to broaden appeal and drive bookings.”
