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Vegetarian Consumer Trends: Semi-Vegetarian Consumers
Cultivate Research, May 2007, Pages: 27
As detailed in the free Series Overview, these reports segmented U.S. adults according to their current meat consumption 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
- Semi-vegetarians represent about one in eight U.S. adults, or roughly 29 million people.
- The semi-vegetarian segment has the potential to grow to one-third of the total U.S. adult population and represents a significant growth opportunity for those involved in the food industry. This is because 17% of other consumers have indicated they are likely to reduce their meat consumption to semi-vegetarian levels at some point in their lives.
- Most semi-vegetarians also report having reduced their meat consumption in the past year and show interest in further meat reduction over the coming year.
- Semi-vegetarians are more likely to be female than male and tend to skew older rather than younger. In fact, more than one-third of current semi-vegetarians are age 55 or older, reflecting dietary changes driven by health concerns associated with aging.
- Semi-vegetarians also appear to be more socially conscious than the average U.S. adult. They are more aware of issues such as animal welfare and the environment and are more likely to contribute time or money to specific causes.
- Health is the primary driver of meat reduction behavior among semi-vegetarians, for nearly three-fourths of those surveyed. Other important motivations are convenience, cost, and societal issues such as animal welfare and concern for the environment.
- Many semi-vegetarians are frequent or occasional purchasers of both meat and dairy alternatives, and most are willing to pay more for “humane” animal products.
- Semi-vegetarians seem to be somewhat less influenced by personal food tastes and less engaged in food-centered sociality when compared with other consumers.
- 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 semi-vegetarians based on their primary motivations.
- Vegetarian food industry players should also employ a mix of strategic sales and marketing tactics to broaden their audiences at both the consumer and producer/retailer levels.
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