Women are showing the way in the transition to a sustainable food system. This is one of the conclusions of this year’s future report Växa Tillsammans (“Grow Together”). In the report, ICA takes a close look at drivers and obstacles related to plant-based foods and identifies five distinct trends. One of the trends pertains to views on meat substitutes. Instead of a plant-based burger that imitates a traditional hamburger in taste, many consumers are now showing an interest in flavors that elevate the natural ingredients.
Women are showing the way
“This year’s future report clearly shows how women and young people are a step ahead in driving plant-based cuisine. We are also seeing that women are concerned about the climate issue to a higher degree than men, which is likely one reason why women have a greater propensity to choose plant-based alternatives,” says Ann-Katrin Tottie, a future analyst at ICA.
In ICA and Novus’ survey, 28% of women say that they think the food they choose has a large climate impact, whereas 18% of men say the same. There were also nearly three times as many women as men who say that they cook vegetarian or vegan food at least twice a week (29% of women, 11% of men). In response to which statements best describe their relationship to food, 31% of women say “I would eat more plant-based/vegetarian foods, but not semi- or fully processed products”, which 18% of men agreed with. The generational differences are also clear: in the younger population (18-29 yrs), 31% say that they prepare at least two vegetarian or vegan dishes a week, while the figures are 24% for the age group 30-49 yrs, 15% for the age group 50-64, and only 8% for 65-79-year-olds.
The climate – a worthy driver
On the question of which factors are most important when choosing plant-based/vegetarian, 39% said a willingness to reduce their carbon footprint, which makes this the strongest driver behind choosing green.
The country-of-origin craze
Interest in Swedish and locally produced foods remains strong, and many consumers want to know more about the food they put on their plates. Nearly six in ten (59%) respondents say, for example, that they choose Swedish products to support local, small producers. Other drivers behind choosing Swedish and local are that they entail shorter transport and better animal welfare. Nearly four in ten (37%) also say that it is important for their own health that the ingredients are from Sweden when choosing plant-based/vegetarian.
For more information:
ICA Gruppen
Tel: +46 (0)10 422 52 52,
ica.se, icagruppen.se