Vegetarian and vegan consumers unhappy with lack of product options

Almost half of vegans and a quarter of vegetarians are dissatisfied with the choice of food products available to them, new research has revealed.

Specialist PR agency Ingredient Communications commissioned market research experts Surveygoo to conduct an online survey of 1,000 consumers—500 each in the U.K. and U.S..

Overall, four per cent said they were vegan, although this figure was higher in the U.S. (six per cent) and among 18-24-year olds (13 per cent). A further four per cent were vegetarian, with three per cent describing themselves as pescatarian (someone who eats fish, but not meat).

The survey also suggests that large numbers of consumers are planning major changes to their diets over the coming year. Three in five vegetarians (60 per cent) are considering becoming vegan. This trend was considerably higher in the U.S., where 90 per cent said they were considering veganism, as opposed to 33 per cent in the U.K. More than four in 10 meat-eaters (42 per cent) intend either to reduce their meat consumption or stop eating meat altogether.

Yet despite vegetarianism and veganism apparently becoming more mainstream, almost half the vegans surveyed (46 per cent) said they were dissatisfied with the choice of suitable food and beverage products available to them. Although vegetarians were more likely to be happy, 23 per cent said they were dissatisfied with product choices.

Ingredient Communications founder and managing director Richard Clarke said: “Our research indicates the scale and pace of the shift towards vegetable-based diets. Whatever the reason for their choices—ethical, environmental or health-related―many consumers expect the food industry to do more to keep up with them. For manufacturers of both finished products and ingredients, it’s clear that there are rewards for putting greater focus on the needs of vegans and vegetarians.”

Interestingly, dissatisfaction with product choice was particularly high in the U.S., where 50 per cent of vegans said they were not happy with the options available to them, versus 36 per cent in the U.K. Similarly, American vegetarians were more likely to be dissatisfied with the range of suitable product options (31 per cent) compared to 15 per cent in the U.K.

One reason for this could be that American consumers have higher expectations of product availability.

“The merger of two related tracks are likely to be contributing to these trends,” said Kaiviti Consulting principal Dr. Mark J.S. Miller. “One is the trend of expected convenience, where I can get what I want when I want it, which has been fuelled by the Amazon phenomenon. The other trend is the desire for personalized health choices. Neither trend is likely to abate and so this level of dissatisfaction amongst American vegans and vegetarians is likely to continue until the market is nimble enough to adjust to the demands.”

When asked which factors had influenced their decision, 69 per cent of vegans and 64 per cent of vegetarians cited animal welfare. The next most common factor was “concerns about my health”, which was chosen by 48 per cent of vegans and 54 per cent of vegetarians.

Another key finding from the survey was the popularity of new categories, such as pescatarianism. “In the past, there was more a less a binary choice between eating meat or not,” said Surveygoo managing director Neil Cary. “Our research suggests high numbers of people are adopting a more nuanced, flexible approach to their diets and lifestyles.”

About Ingredient Communications
Based near London, Ingredient Communications specializes in global PR & communications for suppliers of ingredients to the food, beverage, dietary supplement and personal care sectors. To find out more, visit www.ingredientcommunications.com.

About SurveyGoo
Surveygoo are market research consultants, specializing in online quantitative surveys. The group designs, programs and run online surveys using proprietary tools, and operate panels in the U.K. and Asia-Pacific. It works with small and large enterprises, with a strong track record helping Marketing and PR agencies. Surveygoo is owned by Asia Opinions Ltd., a provider of online surveys and panel services in Asia-Pacific. Find out more at www.surveygoo.com.