Food reduction

Who is making a profit by giving up now

35 percent of Austrians have problems with their weight.

(Bild: ©Viktoriia - stock.adobe.com)

Suppliers of fasting products, fitness studios, fish suppliers etc. are happy to see their tills ringing, as changing eating habits in the 40 days before Easter is very popular in this country.

One in two Austrians want to give up sweets, alcohol and snacks in the 40 days leading up to Easter. More and more often, cell phones will also remain silent for hours at a time or social networks will be temporarily cut off.

However, the most popular change is in eating habits, as many consumers now also want to lose weight. "Austrians' desire to fast is unbroken," reports Nöm manager Veronika Koch. The dairy scores points with its Nöm Fasten product range, among other things. Once the decision has been made, it usually goes hand in hand with giving up products containing sugar, carbohydrates or fat. The difference to previous years: the taste and nutritional awareness has increased significantly.

The Austrians' desire to fast is unbroken.

Veronika Koch, NÖM-Managerin

Bild: NÖM

If you eat little, you have to drink a lot. "Teas that specifically support the topic of fasting, such as 'Basen FastenzeitTee' or 'Leicht wie eine Feder Tee', have an increase of around 50 percent during Lent," calculates Sonnentor boss Johannes Gutmann.

(Bild: stock.adobe, Krone KREATIV)

Sales of classic slimming products such as juice cures, teas or fasting soups (e.g. Hildegard Grünkraft) are currently increasing significantly at the dm drugstore chain until May. The "healthy nutrition" range is generally developing very positively, explains dm manager Petra Gruber.

During Lent, domestic customers consume more plaice & co. 19 percent more frozen fish was bought in 2023, says Iglo boss Ines Franke. In general, there is a trend towards more seafood in Germany, which has increased by 26 percent in the last five years. Fish dishes are growing particularly strongly at Iglo, as customers appreciate the ease of preparation.

Customers now tend to opt for cheaper fish varieties.

Christina Graubohm, Metro-Fischexpertin

Bild: Metro

But fresh produce is also on trend. "However, customers now tend to go for cheaper varieties such as pollock, catfish, Victoria perch or Italian trout," analyzes Metro fish expert Christina Graubohm. 

More seafood is generally eaten during the cold season. "On special occasions and at special times, there are sometimes significant peaks in demand," explains Schenkel boss Manuel Kaiser. Classics such as Nordic smoked salmon and caviar from trout and wild salmon are very popular at the moment.

Things are also going well for fitness studios and other providers of activities that require exercise. At Mrs. Sporty, classes for back, flexibility, pelvic floor, balance and strength are well attended in addition to the weight loss sessions.

Enrolments are now increasing.

Alexandra Irschik, Weight-Friends-Chefin

Bild: Weight Friends

Weight Friends (formerly Weight Watchers) provides specific weight loss plans. Every week, around 5,500 members actively attend one of the 260 courses held throughout Austria. "Enrolments are now on the rise," beams Alexandra Irschik, Head of Austria. The opportunity to try out the courses for free on an hourly basis and the elimination of the registration fee are currently providing additional motivation for those interested.