"Less Green, Go Leaner": Europe's New Diet Focuses on Protein and Functional Nutrition

The phrase “Less Green, Go Leaner” effectively captures the evolving dietary preferences of European consumers. As highlighted in The State of Grocery Retail Europe 2025, there is a clear shift from environmentally sustainable eating patterns to choices driven by personal health and functional nutrition. This insight emerges as a central finding in the report, jointly developed by McKinsey & Company, one of the world’s leading management consulting firms, and EuroCommerce, a key voice representing the European retail and wholesale sectors.

In its fifth edition, the report comprehensively analyses the trends reshaping the grocery retail landscape in 2025 and beyond. It draws on exclusive interviews with four CEOs of major grocery retailers, input from over 30 senior industry executives, and survey responses from more than 14,000 consumers across 13 European countries. These findings reveal a marked change in consumer priorities: Europeans are increasingly selecting food based on its nutritional benefits and contribution to personal well-being rather than solely on ethical or environmental considerations.

Presumed environmental and ethical improvements don’t sell like before

According to the report, the proportion of consumers intending to purchase more sustainable products has declined by three percentage points compared to the previous year. Even more significantly, the willingness to buy organic goods, plant-based dairy alternatives, and meat substitutes has decreased by two to four percentage points across all age groups. This marks a substantial shift in consumer behaviour, particularly given that these product categories, such as oat milk, meat-free burgers, tofu, and seitan, were once viewed as symbols of innovation and ethical progress within the food industry. The declining interest in such items suggests that presumed improvements and environmental and ethical considerations alone can no longer sustain growth in this segment.

Notably, this change is evident even among Generation Z (born between 1997 and 2012) and Millennials (born between 1981 and 1996), two demographic groups historically considered the most attuned to sustainability issues. Today, a more pragmatic approach appears to prevail: consumers increasingly prioritise affordability, taste, and tangible nutritional benefits over abstract environmental ideals. In light of these developments, brands that have built their identity primarily on sustainability messaging may need to reconsider their positioning. Emphasising personal health advantages, flavour appeal, and competitive pricing may prove more effective in aligning with the evolving preferences of the European consumer.

A growing interest in healthy eating

At the same time, the report highlights a growing interest in healthy eating among European consumers. A 1% year-over-year increase has occurred in individuals wanting to adopt healthier dietary habits. However, the concept of “healthy eating” varies significantly across generations. For Baby Boomers (born 1946–1964), healthy eating is primarily associated with reducing salt intake, avoiding processed foods, and supporting cardiovascular health and graceful ageing. Their approach tends to reflect long-established nutritional guidance, with a strong emphasis on prevention and overall well-being.

In contrast, Generation Z and Millennials define health through a different lens. They favour foods high in protein, low in calories, and compatible with active, appearance-conscious lifestyles. Rather than following restrictive diets, these younger consumers value performance, convenience, and a sense of balance in their eating habits. While health remains a dominant trend, it is increasingly fragmented. From promoting heart-healthy options for older adults to offering gym-friendly, functional nutrition for younger demographics, retailers will need to tailor health messaging to resonate with diverse expectations and lifestyles.

Generation Z seems to prioritise functionality over ideology

A striking 45% of Generation Z consumers desire healthier eating habits, and their interpretation of “healthy” is increasingly clear: protein-rich, ready-to-eat meals prioritising functionality over ideology. This generation seeks food that fuels performance and fits seamlessly into fast-paced lifestyles rather than making a social or environmental statement. According to McKinsey’s consumer survey, 54% of all respondents purchase fresh, ready-to-eat meals, such as salads and sandwiches, at least once a month. Among Gen Z consumers, this figure rises sharply: 77% report buying food-to-go monthly, and 42% do so weekly.

Despite being commonly portrayed as one of the most environmentally conscious age groups, Gen Z is increasingly motivated by speed, convenience, and fitness goals. For these consumers, the ideal meal is portable, nutritionally balanced, and high in protein, though not necessarily vegan, organic, or plant-based. This shift presents a significant market opportunity for premium convenience foods that are nutrient-dense, visually appealing, and tailored to protein-focused dietary preferences.

The return of (animal) proteins

Products like high-protein salads, bento boxes, and egg-based snacks are well-positioned to meet these evolving demands. Meanwhile, categories once considered the vanguard of food innovation, namely plant-based meat and dairy alternatives, are experiencing a notable decline in consumer interest. The report underscores that many shoppers are returning to more familiar and “convincing” protein sources, including eggs, lean meats, and dairy-based products. This does not suggest a wholesale rejection of plant-based diets but rather a growing disenchantment with products that have failed to meet taste, affordability, and nutritional value expectations.

What was once perceived as progressive and aspirational is now viewed more critically. For many consumers, the novelty of plant-based substitutes has faded, and the perceived benefits no longer outweigh the drawbacks. Today’s shoppers are less focused on replacing animal-based products for environmental reasons and more concerned with how food supports their physical health, daily routines, and budget. In this new food landscape, the emphasis is shifting toward real, nutritionally robust foods, such as milk, meat, and eggs, as consumers adopt a more pragmatic, health-driven approach to everyday eating.