The number of vegetarians satisfied with the choice of food products available to them has suffered a dramatic decline, according to the findings of new research commissioned by Ingredient Communications.
The online poll of 1,000 consumers in the USA and UK1 found that the net satisfaction rate2 among vegetarians was +
In the US, net satisfaction among vegetarians has slumped from +3
In the UK, meanwhile, net satisfaction among vegetarians has suffered a negative swing of 3
In stark contrast, net satisfaction among vegans has risen from +
Plant-based is more appealing to vegans The survey was conducted in September 2023 by market research experts at SurveyGoo, who also asked respondents about their perceptions of specific plant-based products. The findings offer some possible clues as to why dissatisfaction levels among vegetarians are trending higher.
When asked to rate how appealing they found plant-based meat products, 9
Richard Clarke, Managing Director of Ingredient Communications, commented: “High levels of dissatisfaction and declining net satisfaction rates among vegetarians indicate a concerning trend that needs further scrutiny. Of particular interest is that fewer vegetarians find plant-based meat and dairy products appealing. This might help to explain why net satisfaction levels are so much lower among these consumers.”
He added: “There are many benefits to a vegan lifestyle, and there are lots of great products out there to cater for the needs of vegans. But the question has to be asked: in the rush to go 10
He concluded: “In any case, the findings of our survey reinforce the golden rule of food manufacturing: that it’s essential to use the very best ingredients to deliver an excellent eating experience. The days have long gone when vegans and veggies were simply grateful to have something – anything – they could eat. They want and expect the best.”
1 SurveyGoo, September 2023 2 Net satisfaction =
ENDS For more information, please contact: Richard Clarke, Ingredient Communications firstname.lastname@example.org
For more information, please contact: Richard Clarke, Ingredient Communications email@example.com