Vegetarianism Dropping in Europe

Vegetarianism is waning in Europe and the number of households with single adults is on the rise, says London-based research firm Datamonitor via a Dec. 4 article at Just-food.com. As a result, Datamonitor contends that marketers, more than ever, need to segment consumer audiences to incorporate lifestyles, behavior and needs.

The research company notes that vegetarianism is slowing because many consumers continue to eat red meat, though they are eating less of it. Datamonitor says there are two different kinds of consumers of increasingly popular organic foods: the devoted organic consumer, which Datamonitor calls the “loyal consumer”; and the “occasional consumer” who rarely purchases organic foods or tends to buy one category of organic foods. In 2000 there were 16.1 million loyal users in Europe. Datamonitor expects that number to increase to 46.1 million by 2005. Occasional users will also increase from 101.7 million to 161.1 million.

In addition, consumers interested in personal care products are demanding more specific products targeting health benefits such as nutraceuticals and cosmeceuticals. This group will continue to grow from 16.3 million in 2000 to 24 million in 2005.

During 2000 in Europe, nuclear families comprised 37.1 percent of the population; by 2005 Datamonitor expects a decrease to 34.1 percent. Singles will also increase from 75.6 million in 2000 to 81 million in 2005. The company says that European seniors, who in 1995 numbered 121.8 million, should reach 139.9 million in 2005.

“These massive demographic changes will force marketers to reassess their priorities,” states Piers Berezai, Datamonitor consumer analyst via Just-food.com. “With numbers in the youth market dwindling and the emergence of a greater number of increasingly aspirational consumers over the age of 50, youth marketing may remain cool, but there may be 'cooler' money to be made elsewhere.”