New data from the YouGov Shopper Panel shows which factors influence household purchasing decisions in Austria and across Europe.

When purchasing groceries and drugstore items, Austrians pay particular attention to healthy and sustainable products – even compared to other European countries. New figures from YouGov confirm this.

Healthy ingredients as a top trend

According to data from the YouGov Shopper Panel, healthy and natural ingredients currently have the greatest influence on purchasing decisions – even ahead of factors such as product quality, regionality, or price. Almost every second household states that healthy ingredients are a decisive criterion in everyday products (food, beverages, personal care). Across Europe, consumers also see themselves as primarily responsible for actively contributing to their own health.

“Our data shows a clear shift in values: Shoppers are willing to invest more in health-promoting and sustainable products – as long as the price-performance ratio is right,” says Klara Fichtenbauer, Senior Consultant at YouGov.

Growth in “free from” and alternative products

The trend toward "free-from" products such as lactose- or gluten-free foods, as well as plant-based alternatives, is particularly evident. 63 percent of Austrian households already regularly purchase lactose-free products – far beyond the target group of shoppers with lactose intolerance. Alternative drinks, such as oat or almond drinks, can now be found in the shopping carts of half of those under 35, and for the first time, also among a quarter of older consumers.

Sustainability is becoming more important

Sustainability remains a key issue: Around a quarter of Europeans in the panel state that aspects such as animal welfare, environmental compatibility, and transparent product origins are particularly important to them. One-third of households are deliberately reducing their meat consumption ("flexitarians"), while the share of plant-based alternatives in shopping baskets continues to grow. It is striking that Austria, with its strong focus on animal welfare and reduced meat consumption, is significantly above the EU average.

Retailers and manufacturers required

While consumers primarily see themselves as responsible for their own health, many expect greater commitment from brands and political decision-makers when it comes to sustainability. Data from YouGov's Shopper Panel shows that consumers expect one thing above all else: fair value for money and transparent information about ingredients and origin. "Brands and retailers that impress with innovations in healthy, sustainable products and offer them at fair prices have the best chance of winning over the growing group of health- and environmentally conscious shoppers," comments Fichtenbauer.