New Report Sees Vegetarianism on the Rise

DUBLIN, Ireland—The U.S. vegetarian and vegan segment makes up about 1 percent of the total population, but has the potential to grow to nearly six times its current size, which would bring the total number of such consumers to almost 18 million adults, according to a new report from Research & Markets. “Vegetarian Consumer Trends: Vegetarian and Vegan Consumers” was drawn from a comprehensive, multi-phase research study of U.S. adults. This is the fourth release in a series of reports addressing the behaviors, motivations and barriers of consumer segments of particular interest to manufacturers, distributors, marketers and retailers of vegetarian foods.

This report explores in detail the size of the vegetarian/vegan consumer segment and their reasons for refraining from meat consumption (or consumption of all animal products). The researchers segmented U.S. adults according to their current meat consumption habits, as follows:

- Avid meat consumers (14 percent) – consume meat with “every” meal

- Regular meat consumers (47 percent) – consume meat with “most” meals

- Moderate meat consumers (25 percent) – consume meat with “about half” of meals

- Semi-vegetarians (13 percent) – consume meat with “fewer than half” of meals

- Vegetarians and vegans (1 percent) – “never” consume meat

Vegetarians and vegans are the most frequent purchasers of meat and dairy alternatives. As a consumer segment, they are extremely receptive to trying new grocery products and they self-report as being the first among their friends to do so. Most are willing to pay premiums for items that embody their ideals, including “humane” products.

The vegetarian and vegan group tends to skew female and toward the younger end of the age spectrum when compared with the base adult population. The group is nearly two-thirds women and more than half are under the age of 35. This skew toward younger people may account for this segment’s greater interest in humane and environmental issues, as opposed to health, which is more important to older age groups.

Vegetarians and vegans are more issue-driven than any other consumer group. They are first and foremost motivated by animal welfare issues and, to a lesser extent, environmental issues. Because these issues are a priority for vegetarians and vegans, they are more likely than the typical U.S. adult to contribute time or money to related causes, and they integrate these issues into their dietary decisions on a daily basis.

Vegetarians and vegans are motivated by a number of different concerns, but, as a group, they cite animal welfare as the biggest primary motivator in choosing a vegetarian diet. This is in contrast to non-vegetarians, who clearly indicate that health is the primary and/or only motivator for meat-reducing behavior.

Vegetarians and vegans have shown a willingness to make social sacrifices in support of their philosophies; many seek out support networks of friends who share similar convictions to help them remain steadfast in their lifestyles and dietary choices.

To engage this consumer segment, food producers, retailers, wholesalers, distributors and others involved in selling vegetarian food products should adopt sales and marketing strategies that appeal to vegetarians based on their primary motivations.

Vegetarian food industry players should also utilize established vegetarian patrons as word of mouth advocates for their products to reach other vegetarian and non-vegetarian customers through the patrons’ social networks.