Austria: iglo Green Cuisine with a new trend study and advertising campaign
New iglo trend study shows a reduction in the consumption of meat and sausage products in Austria. At the same time, interest in meat alternatives is increasing.
Not only energy and transport have an influence on the climate, but also eating habits. In Austria, meat plays a major role in traditional cuisine, but the new one iglo trend study, for which 1,000 Austrians were surveyed, shows a significant decline in meat consumption. At the same time, the study shows an increase in consumption and interest in meat alternatives. This is also where the new iglo Green Cuisine campaign comes in with the motto “The future is (s)t plant-based!”.
Two-thirds eat meat several times a week
The average Austrian likes to eat and eats a lot of meat. According to the iglo trend study, two-thirds of consumers eat meat or sausages at least once a week. More than one in ten (12 percent) even consumes products from this category every day. Nevertheless, there is a trend reversal: Because in 2021 it was still 17 percent who ate meat or sausage every day.
The future is (s)t plant-based!
The new iglo Green Cuisine campaign, which is intended to encourage people to simply try out plant-based products, has also adopted this motto. In addition, the international “Curious Kids” campaign focuses on children’s curiosity about the transition to nutrition.
Since the start of Green Cuisine, iglo has expanded the range with a large number of products. The palette currently ranges from burger patties and vegan “fish fingers” to vegetarian sausages and nuggets. Iris Ruschak, Head of Marketing at iglo Austria, explains: “We want to offer plant-based nutrition to as many people as possible, with products that are easy to prepare, taste good and look as good as possible. This is how we can all together make our planet better, bite by bite.”
New packaging design as a clear message
The new brand identity is accompanied by a new product design. With the bright green color, a new logo for Green Cuisine and a clear depiction of the product content, the packaging should appear modern and eye-catching. The better visibility not only makes it easier for the vegan-vegetarian target group, but also for flexitarians to find the products and thus also serves to orientate shoppers in the frozen food department of local supermarkets. The changeover to the new product design will take place step by step. All products will be adapted to the new look by the end of the year.
If possible “fossil free” – iglo relies on the renewable raw material paper
The green color also stands for iglo’s claim to use sustainable packaging. The company largely dispenses with fossil materials and avoids plastic packaging based on petroleum as much as possible. The goal is to convert the entire portfolio to 100 percent recyclable materials by early 2023.
Learn more at: www.iglo.at.