'Vegetarian Consumer Trends: Vegetarians and Vegan Consumers\' is ...

Tag : USA Distributors and WholeSalers
DUBLIN, Ireland - (Business Wire) Research and Markets ( http://www.researchandmarkets.com/research/606732/vegetarian_consume ) has announced the addition of the "Vegetarian Consumer Trends:Vegetarians and Vegan Consumers" report to their offering.
If you are a vegetarian food manufacturer, distributor, retailer ormarketer, the new Vegetarian Consumer Trends reports will give younew insights on your key consumer segments.
This report provides an in-depth description of vegetarian andvegan consumers, drawn from a comprehensive multi-phase researchstudy of adults in the United States. This report explores indetail the size of the vegetarian/vegan consumer segment and theirreasons for refraining from meat consumption (or consumption of allanimal products). This is one of the most comprehensive researchstudies ever conducted about the consumer attitudes and behavior ofvegetarian and vegan U.S. adults.
This report is Volume 4 in a series that addresses the behaviors,motivations, and barriers of consumer segments that are ofparticular interest to vegetarian food manufacturers, distributors,retailers, and marketers.
Products Mentioned:
- Tofurkey
Companies Mentioned:
- Turtle Island Foods
Executive Summary:
This report segmented U.S. adults according to their current meatconsumption habits, as follows:
- Avid meat consumers (14%) – consume meat with “ every ” meal
- Regular meat consumers (47%) – consume meat with “ most ” meals
- Moderate meat consumers (25%) – consume meat with “ about half ” of meals
- Semi-vegetarians (13%) – consume meat with “ fewer than half ” of meals
- Vegetarians and vegans (1%) – “ never ” consume meat
- Vegetarians are those who never eat meat, while vegans do notconsume animal products of any kind. Combined, these groups make upa small, but dedicated portion of the population, comprising 2million individuals, or about 1% of the total U.S. adultpopulation.
The vegetarian and vegan segment has the potential to grow tonearly six times its current size, which would bring the totalnumber of such consumers to almost 18 million adults.
Vegetarians and vegans are the most frequent purchasers of meat anddairy alternatives. As a consumer segment, they are extremelyreceptive to trying new grocery products and they self-report asbeing the first among their friends to do so. Most are willing topay premiums for items that embody their ideals, including “ humane ” products.
The vegetarian and vegan group tends to skew female and toward theyounger end of the age spectrum when compared with the base adultpopulation. The group is nearly two-thirds women, and more thanhalf are under the age of 35. This skew toward younger people mayaccount for this segment ’ s greater interest in humane and environmental issues, as opposedto health, which is more important to older age groups.
Vegetarians and vegans are more issue-driven than any otherconsumer group. They are first and foremost motivated by animalwelfare issues and to a lesser extent environmental issues. Becausethese issues are a priority for vegetarians and vegans, they aremore likely than the typical U.S. adult to contribute time or moneyto related causes and they integrate these issues into theirdietary decisions on a daily basis.
Vegetarians and vegans are motivated by a number of differentconcerns, but as a group they cite animal welfare as the biggestprimary motivator in choosing a vegetarian diet. This is incontrast to non-vegetarians, who clearly indicate that health isthe primary (and in some cases only) motivator for meat-reducingbehavior.
Vegetarians and vegans have shown a willingness to make socialsacrifices in support of their philosophies; many seek out supportnetworks of friends who share similar convictions to help themremain steadfast in their lifestyles and dietary choices.
To engage this consumer segment, food producers, retailers,wholesalers, distributors, and others involved in sellingvegetarian food products should adopt sales and marketingstrategies that appeal to vegetarians based on their primarymotivations.
Vegetarian food industry players should also utilize establishedvegetarian patrons as word of mouth advocates for their products toreach other vegetarian and non-vegetarian customers through thepatrons ’ social networks.
Key Topics Covered:
I. Executive Summary
II. Vegetarians and Vegans Defined
- How Many Vegetarians Are There?
- Who is the Vegetarian?
- Why Vegetarian?
- What Are Vegetarians Eating?
- What is the Vegetarian Lifestyle?
III. How to Appeal to Vegetarians
- Appeal to the Greater Social Consciousness of Vegetarians
- Appeal to the Vegetarian ’ s Sense of Health
- Encourage Vegetarians to Reach Out to Others
IV. Conclusion
V. Additional Information
VI. Appendix: Data Tables
For more information visit http://www.researchandmarkets.com/research/606732/vegetarian_consume
Research and Markets
Laura Wood
Senior Manager
press@researchandmarkets.com
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