The vegetarian market is comprised of strict vegetarians and more relaxed flexitarians, yet use of many meat and dairy substitutes (veggie crumbles, veggie meatballs, frozen vegetarian meals, cheese substitutes, etc.) is most widespread among the vegetarian group. The 2016 Study of Changing Attitudes Toward Vegetarian/Flexitarian Diets & Food Choices takes a deep look at the eating habits of both vegetarians and flexitarians, including their brand preferences, nutritional and ethical priorities when selecting food products.
Flexitarians outnumber vegetarians by a ratio of 3 to 1, but both groups stand to grow substantially over the next ten years if the young adults who favor this diet stay true to their vegetarian/flexitarian habits as they age. Vegetarians purchase many meat and dairy substitutes (veggie crumbles, veggie meatballs, frozen vegetarian meals, cheese substitutes, etc.) more often than flexitarians and admit their diet requires them to spend more time on meal preparation.
Topics covered include:
- Incidence of following a vegetarian or flexitarian diet and demographic plus health/nutrition profile of those doing so
- Vegetarian and flexitarian eating habits, including food choices by meal occasion and past 12-month consumption of protein-rich foods and beverages Committed Vegetarians
- Satisfaction with current diet and perceived nutrient shortfalls, including use of dietary supplements
- Efforts to limit meat and other animal-based foods
- Considerations motivating vegetarian efforts
- Awareness and use of plant-based alternatives to meat, seafood, dairy and egg products/brands
- Satisfaction with meat and dairy alternatives
- Shopping for vegetarian products
- Market Segmentation Analysis to divide adult vegetarians/flexitarians into distinct groups, each with their own unique set of attitudes and behaviors. Five segments were identified: Reluctant Flexitarians; Relaxed Flexitarians; Family-Oriented Clean Label Seekers; Committed Vegetarians; Aspiring Vegetarians.
- Clean Label Seekers
Phase I: General Population - - quarterly online interviews conducted between April 2015 and January 2016 among a nationally representative sample of 4,153 adults, age 18 and
older, to obtain incidence of vegetarian/flexitarian eating habits.
Summary Volume & Excel Tabs - Written analysis in PowerPoint including Key Findings, Summary and Market Segmentation, with Excel tabulation tables attached.