Dietary Pattern Determines Shopping Behaviour: Vegans Lead in Purchase Frequency
Boedapest, woensdag, 2 juli 2025.
A groundbreaking study by KPMG and EHI Retail Institute reveals remarkable differences in shopping behaviour across dietary groups. Vegans top the chart with 3.4 store visits per week, followed by vegetarians with 3.1 visits. In comparison, omnivores and flexitarians make only 2.7 and 2.6 shopping rounds respectively. This means vegans shop 25% more frequently than meat consumers. Moreover, the study shows that this group visits organic stores significantly more often: while only 20% of all respondents regularly visit bio-stores, this is true for 48.4% of vegans.
Shopping Behaviour and Dietary Patterns: An In-Depth Analysis
The study by KPMG and EHI Retail Institute reveals fascinating insights into the purchasing behaviour of different dietary groups. Vegans visit stores 3.4 times per week, significantly more frequently than other consumers [1][2]. The research results show that vegetarians shop an average of 3.1 times per week, while omnivores and flexitarians shop only 2.7 and 2.6 times [1].
Organic Stores: Preference of Plant-Based Consumers
Notably, there is a preference for organic stores among vegans and vegetarians. While only 20% of all respondents and 17% of omnivores regularly visit bio-stores, this is true for 48.4% of vegans and 36.2% of vegetarians [1].
Gender Differences in Dietary Choice
The study also reveals interesting gender differences: 62.6% of male respondents follow a meat-rich diet, compared to 52.3% of women. Approximately a quarter of participants follow a fully or partially plant-based diet, with 3.8% identifying as vegan and 8.5% as vegetarian [1].
Preferred Shopping Locations
Regardless of dietary pattern, supermarkets (80.6%) and discount stores (79.2%) remain the most popular shopping locations for consumers [1].