Less Diversity Through Seasonal Products Is Mostly Accepted

Less diversity through seasonal products is mostly accepted

Seasonality is an important point of reference for many respondents and is often taken into account when shopping. However, in daily life, it loses its binding nature, especially when entire meals are to be designed seasonally. Knowledge about seasonal foods is available but is not sufficient on its own to implement corresponding behaviour consistently. A total of 3,001 people from Germany, Austria, and Switzerland participated in the survey in November 2025.

Openness towards smaller selection in the vegetable aisle

A more seasonally oriented food range is mostly evaluated positively or neutrally. Many consumers feel confident to cook diversely even with a limited selection. In a direct comparison, a clear majority even prefers a reduced selection in favour of seasonal and regional products. The key is everyday practicality: 'Anyone who knows how to cook and plan with seasonal foods is significantly more likely to accept a smaller selection,' says ZHAW study leader Pia Furchheim. The study also shows an age effect: older people are significantly more accepting of a lower selection of seasonal foods than younger people (87.6 percent for those over 60 years old vs. 69.9 percent for 18 to 39-year-olds).

Clear guidance essential for implementation in everyday life

For stronger anchoring of seasonal nutrition, above all, practical guidance in everyday life is needed. Respondents desire clear labelling of seasonal products, transparent communication about non-availability, and simple support for shopping and planning. The willingness to change is present – what matters is how well seasonal nutrition can be implemented in everyday life. 'This results in a clear mandate for trade and communication,' evaluates Furchheim of the results.

For questions and accreditation regarding the Circular Lab Event:
David Kübler
Institute for Marketing Management
ZHAW School of Management and Law
+41 58 934 42 66
david.kuebler@zhaw.ch

The extensive results of the study and further questions will be discussed at the Circular Lab Conference 'Forum on the Future of Agriculture and Nutrition Economics' on 22 April 2026 at the SQUARE of the University of St.Gallen. The conference is conducted by the Circular Lab, led by OST – Ostschweizer Fachhochschule and ZHAW.

Circular Lab

The study was conducted by the Institute for Marketing Management of the ZHAW School of Management and Law within the framework of the Circular Lab. The Circular Lab is an interdisciplinary research and practice network aiming to advance the circular economy in the four- country region of Lake Constance. As a central hub for circular innovation and economically close sustainability, the lab develops practical approaches to implementing circular value creation in collaboration with companies, universities, and other stakeholders, especially in the textile industry and agriculture and nutrition economics. The consortium includes several universities from Germany, Austria, and Switzerland as well as innovative corporate partners. More information about the Circular Lab.

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