inStore - May/June 2013 - (Page 20)

consumer trends CONSIDER Vegetarians A 2012 study commissioned by the Vegetarian Resource Group (VRG) found that the 2.5% of the What percent of the population is vegetarian? Who is reducing their meat consumption? country identified themselves as “vegan,” up from 1% in 2009. So are people eating less meat seeking to eat whole 1–3% 13% actual vegetarians of U.S. adults eat meat with less than half of meals foods and green leafyvegetables? Will vegetarians 3–6% eat veggie burgers cooked on a grill where meat was those who describe themselves as vegetarian cooked? To help answer some of these questions, VRG wanted to find out what vegetarians and vegans are 26% have reduced how much meat they consume vs. last year thinking. SOURCE: HRC VRG commissioned Harris Interactive to conduct a national telephone poll of a representative sample of 2,030 respondents. VRG then asked the vegetarians, How often do U.S. adults eat vegetarian meals? vegans, and those interested in vegetarian meals: Would purchase favorite veggie burger cooked on the same grill where meat is cooked, if the grill is cleaned first 56% Total 53% Vegans 7% one meal per week 7% one day per week 53% 15% many meals, but less than half Less than one meal per week 14% more than half of all meals 57% All Vegetarians including vegans 3 all meals vegetarian* 58% Vegetarians not including vegans 1% all meals vegan* 56% All those that eat one or more vegetarian meals per week, not including vegetarians/vegans Would purchase favorite dessert containing sugar, if the source of the sugar isn’t specified 47% Total 25% Vegans NOTE: VEGETARIAN IS DEFINED HERE AS EXCLUDING MEAT, FISH, AND POULTRY. VEGAN IS DEFINED HERE AS EXCLUDING MEAT, FISH, POULTRY, DAIRY, AND EGGS. SOURCE: VEGETARIAN RESOURCE GROUP Why do people choose a vegetarian/vegan diet? Primary Contributory 37% All Vegetarians including vegans 40% Vegetarians not including vegans 49% All those that eat one or more vegetarian meals per week, not including vegetarians/vegans Would purchase vegetarian/vegan deli slice sandwich in Subway 47% Total 54% Vegans 54% All Vegetarians including vegans 54% Vegetarians not including vegans 47% All those that eat one or more vegetarian meals per week, not including vegetarians/vegans 20 • MAY + JUN 2013 • instore 30% To reduce animal suffering 55% 20% To eat a healthier diet in general 65% To eat preferred foods 10% To reduce impact on the planet/environment 10% To reflect spiritual or religious beliefs 23% 30% 8% 20% NOTE: PRIMARY REASON IS THE MAIN REASON RESPONDENTS GAVE FOR BEING VEGETARIAN/VEGAN. CONTRIBUTORY REASON REFERS TO A QUESTION THAT ALLOWED RESPONDENTS TO GIVE MULTIPLE REASONS FOR BEING VEGETARIAN/VEGAN. SOURCE: HRC

Table of Contents for the Digital Edition of inStore - May/June 2013

inStore - May/June 2013
editor’s note - GEAR UP FOR CHRISTMAS - Ring in the Holidays
Contents
news - ON OUR RADAR
consumer insights - Trending - Pies
consumer insights - Trendspotting: Portion-size pies
consumer insights - Trending - Deli Meat
consumer insights - Trendspotting: Specialty deli meats
consumer trends - CONSIDER - Vegetarians
gear up for christmas - Christmas & Winter Holidays
gear up for snacking - Snacking through the holidays
gear up for dieting - Dieting after New Year's
merchandising ideas - BIZARRE HOLIDAY
product trends - FIRST TO MARKET
Ad Index
Next Up - Gear up for Valentine's Day

inStore - May/June 2013