Recent data from Euromonitor highlights the sustained growth of the ketogenic (keto) diet among European consumers. The latest survey indicates an increase in adherence, with respondents following the diet rising from 3.2% to 3.4%. This upward trend is evident across key markets, including the UK (1.8% to 2%), France (1.9% to 2.3%), Germany (1.2% to 2.3%), and Italy (1.5% to 2.3%).
Consumer behaviour is driving this growth, with a strong preference for health-conscious choices that do not compromise on satisfaction. The concept of "healthy indulgence"—where individuals seek nutritious options without sacrificing taste or satiety—has been a significant factor in keto’s increasing appeal.
This trend presents a notable opportunity for businesses in the food and beverage industry. Consumers are looking for products that support weight management and overall health while maintaining a pleasurable eating experience. Keto products, which promise effective weight control and tangible health benefits without requiring consumers to forego indulgence, are well-positioned to capitalize on this evolving market demand.