Research reveals many vegans and vegetarians are dissatisfied with product options

Almost half of vegans and a quarter of vegetarians are dissatisfied with the choice of food products available to them, new research has revealed.

Specialist PR agency Ingredient Communications commissioned market research experts Surveygoo to conduct an online survey of 1,000 consumers (500 each in the UK and US).

Overall, 4% said they were vegan, although this figure was higher in the US (6%) and among 18-24-year olds (13%). A further 4% were vegetarian, with 3% describing themselves as pescatarian.

The survey also suggests that large numbers of consumers are planning major changes to their diets over the coming year. Three in five vegetarians (60%) are considering becoming vegan. This trend was considerably higher in the US, where 90% said they were considering veganism, as opposed to 33% in the UK. More than four in ten meat-eaters (42%) intend either to reduce their meat consumption or stop eating meat altogether.

Yet despite vegetarianism and veganism apparently becoming more mainstream, almost half the vegans surveyed (46%) said they were dissatisfied with the choice of suitable food and beverage products available to them. Although vegetarians were more likely to be happy, 23% said they were dissatisfied with product choices.

Richard Clarke, Founder & Managing Director of Ingredient Communications, said: “Our research indicates the scale and pace of the shift towards vegetable-based diets. Whatever the reason for their choices – ethical, environmental or health-related ― many consumers expect the food industry to do more to keep up with them. For manufacturers of both finished products and ingredients, it’s clear that there are rewards for putting greater focus on the needs of vegans and vegetarians.”