The ketogenic diet, or keto diet, has had a remarkably public rise in recent years. Backed by celebrities from Halle Berry to Joe Rogan, and used to sell products from bread to chocolate, it’s presented by many of its acolytes as more of a way of life than a diet.
Yet beneath all the noise, how much are European consumers actually taking it on? Is it still growing in popularity, or has it peaked?
Are more consumers following keto?
Keto is still growing in popularity among European consumers, according to market research company Euromonitor.
For example, Euromonitor’s Health and Nutrition survey from February 2024 showed that consumers following the diet have risen from 3.2% to 3.4% of respondents.
These numbers increased in a range of European countries, going from 1.8% to 2% in the UK, 1.9% to 2.3% in France, 1.2% to 2.3% in Germany, and 1.5% to 2.3% in Italy.
This increase in keto’s popularity is, according to Karine Dussimon, industry manager for Food and Nutrition at Euromonitor International, largely due to the consumer desire to be healthy without giving up pleasure or satiety - in other words, healthy indulgence.
“Shoppers now want their food and drinks to effectively hack not just weight management but their overall health, whilst remaining delicious. Keto labels, which claim relatively fast and tangible weight loss results whilst not requesting to relinquish the feeling of satiety nor the experience of indulgence, have reaped the benefits of this trend.”
A new study, which found that keto may also aid appetite suppression, could make the diet even more popular.
What is the ketogenic diet?
The ketogenic, or keto, diet is low in carbohydrates, high in fat and moderate in protein. The aim of the diet is to shift the body's metabolism from using glucose as a fuel source to burning fat, thus producing ketones (a chemical that the liver produces when it breaks down fats) for energy. It is a popular weight-loss diet.
Have keto claims increased?
As consumer demand grows, it makes sense that keto as a claim on-pack will follow suit. While keto claims in Europe are ‘niche’, suggests Dussimon, they are growing. In fact, they were one of the fastest growing claims in 2024, and predicted to have a CAGR of 30% between 2023 and 2028 in Western Europe.
“Keto has been largely niche in the historic period, and is now gaining some interesting traction in the region which should last at least 4-5 years,” Dussimon explains.
“Yet this traction varies greatly across countries. Even if it is dragging much controversy with it as any good ‘weight loss diet’, keto will be an attractive product claim of the period in the EU.”
The rise in keto claims, she suggests, is driven by concerns around obesity following COVID-19, changing perceptions around health, and relatively good purchasing power. However, amid a growing desire for affordability, the prices for these products must not get too high at risk of alienating consumers.
“Brand owners have introduced ‘keto-friendly’ food products to also try and widen their appeal and convey greater indulgence. Keto friendly claims should enable the keto trend to preserve some momentum.”
Keto-friendly products such as breakfast cereals and snacks have been growing in number in recent years.
Keto claims will be embraced haphazardly across Europe, predicts Dussimon. For example, French consumers, and those in the Baltics, are more sceptical about the diet than those in the UK, Germany and Spain.
The paleo diet
Dussimon also suggests that products claiming to be compatible with the paleo diet could see an increase in some European countries, such as Germany. The paleo diet is similar to the keto diet, but with a focus on eating foods that were available to early humans, rather than simply reducing carb intake.
“That said, for this protein-heavy and initially rather carnivore diet, the underlying shift towards less animal- and more plant-based food should represent an important headwind for the paleo claim.”
The diet’s popularity is still fairly low. A 2023 survey by Nielsen IQ found that 0% of respondents fully followed the diet, 8% did so partially, and 93% did not do so at all.
