A few days ago a wonderful report made by VeganNews, brought back a subject that for over a decade marketers have been dealing with: what is the percentage of Americans who are vegan?
Some indicated 4%, others 6% but which one is the more accurate number?
Well, this last report seems to be better prepared and it goes along with what we have been saying for the last twelve months: Veganims is growing substantially in the USA. So much, that we are anticipating a major shift from all meat producers, as well as consumers to demand healthy, unharmful products (both to animals and to the environment).
Below you will find a compilation of what it was found during the production of these report. Enjoy it!
Consumers’ diets are diverse, and while most claim not to follow a specific diet, there is a gradual shift occurring in response to health trends. Interestingly, 44% of consumers in Germany follow a low-meat diet, which is a significant increase from 2014 (26%). Similarly, 6% of US consumers now claim to be vegan, up from just 1% in 2014. Meal components and ingredients such as vegetables, meat, and staple carbohydrates are consumed most frequently, compared to prepared foods such as ready meals and sandwiches. Vegetables are the most frequently consumed food globally, with a quarter of global consumers eating them almost every day1. Meat, fish, and poultry are also commonly consumed, with 62% of global consumers eating them at least once a week. Furthermore the majority of global consumers eat pasta, rice, or noodles – staple parts of many cuisines – at least once a week. It has identified six key trends impacting innovation in prepared foods –
– Meat-Free: Substitutes—substitutes—substitutes! Rising veganism and awareness of the impact of meat consumption are driving demand for meat-free products substitutes.
– Junk Food: High-quality ingredients can raise the image of food categories that are traditionally seen as unhealthy.
– Healthy Products are IN: Consumers are becoming savvier (millennials are very knowledgeable), about food ingredients, so offering alternative prepared foods with enhanced health benefits will appeal.
– Fresh and Easy: (new trend among consumers)Time-scarce consumers seek convenience but also want to cook their food with fresh and natural ingredients. Meal kits offer both aspects to appeal to these consumers.
– Ethical Eating: (veganism is in) Consumers connect ethical and sustainable lifestyles with wellbeing and wellness, creating demand for more ethical prepared foods.
-ALTERNATIVES TO MEAT: (last year we had a special magazine issue dealing with Alternative Meats) With lab-grown meat may make its way into the mass market to combat concerns such as a cruelty-free option. A group of social-savvy tech teams are promising cruelty-free cultured “chicken” will be available by 2022. The technology will even allow consumers globally to try meat based on rare wild animals, such as panda.
KEY AREAS TO WATCH – “Consumers’ diets are diverse, and while most claim not to follow a specific diet, there is a gradual shift occurring in response to health trends. – Consumers are less experimental with staple foods such as pasta, rice, and noodles, yet they are willing to experiment with prepared food that they do not consume frequently, such as ready meals. – Consumers perceive an ethical and sustainable lifestyle to be an important part of their wellbeing and wellness, and prepared foods aligning with ethical and sustainable issues will appeal to many consumers.”
In short, there is a REAL and profound shift in taste and preferences. Millenials seem to be taking the lead into healthy and natural products. We are seeing a progressive desire to consume LESS meat and more lab made meat products. Or, at the very least healthy and natural products. If we continue on this trend, be sure that in a decade we can duplicate the number of vegan consumers from 6% to over 12%.
Happy Vegan News!