Majority in favor of seasonal produce on the vegetable shelf

Winterthur – A survey conducted by the Zurich University of Applied Sciences (ZHAW) has found that a more seasonal food offering is viewed positively or neutrally by the majority of consumers. Older people are more likely to accept less diversity than younger people.

(CONNECT) The majority of the population supports a seasonal range on the vegetable shelves or is at least neutral towards it. The fact that seasonality is an important point of orientation for many people when shopping is shown by a survey conducted by the ZHAW, which was reported in a press release. A total of 3001 people from Germany, Austria and Switzerland took part in the survey in November 2025.

Many of those surveyed are confident that they can eat a varied diet even with a reduced selection. Acceptance of a reduced seasonal offer is significantly higher among the over-60s (87.6 percent) than among 18 to 39-year-olds (69.9 percent). "People who know how to cook and plan with seasonal foods are much more likely to accept a smaller selection," says Pia Furchheim, head of the study. She is Professor of Consumer Behavior at the ZHAW School of Management and Law.

However, according to the results, simply knowing that a seasonal shopping list makes ecological sense is not enough for a household to willingly limit itself to seasonally available food in the region. According to the results, a stronger anchoring of seasonal nutrition requires above all practical orientation in everyday life. According to the survey, respondents would like to see clear labeling of seasonal products, transparent communication in the event of unavailability and simple assistance for purchasing and planning.

So the willingness to change is there, according to the ZHAW. The decisive factor is how well seasonal nutrition can be implemented in everyday life. "This results in a clear mandate for retail and communication," concludes Furchheim.

The study results and further questions will be discussed at the Forum on the Future of the Agriculture and Food Industry on April 22, 2026 at the SQUARE of the University of St.Gallen, under the auspices of the OST - Eastern Switzerland University of Applied Sciences and the ZHAW. The conference is organized by Circular Lab, a hub of companies, research institutions and public organizations. Its aim is to promote the implementation of the circular economy in the local economy. ce/mm

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