Recent research commissioned by Ingredient Communications has revealed a notable decline in satisfaction among vegetarians regarding the available food product choices.
The findings, derived from an online poll of 1,000 consumers in the USA and UK, highlight a significant shift in sentiments among this consumer group.
The net satisfaction rate among vegetarians stands at +8%, marking a considerable decrease from +47% recorded in 2018. In the US, the decline is particularly stark, with net satisfaction dropping from +38% in 2018 to -10% currently, a negative swing of 48%. The UK has experienced a negative swing of 35%, with net satisfaction among vegetarians falling from +55% in 2018 to +20% in the latest survey.
Conversely, the research indicates a rise in net satisfaction among vegans, increasing from +2% in 2018 to +17% at present. In the US, net satisfaction among vegans is now at -3%, compared to -9% in 2018, while in the UK, it stands at +25%, compared with +28% five years earlier.
The survey, conducted in September 2023 by market research experts at SurveyGoo, delved into respondents’ perceptions of specific plant-based products, providing insights into the reasons behind the growing dissatisfaction among vegetarians.
When rating the appeal of plant-based meat products, 95% of vegan respondents found them tasty, whereas only 56% of vegetarians shared the same sentiment. Similarly, 91% of vegans found alt-dairy products appealing, contrasting with 60% of vegetarians.
Richard Clarke, managing director of Ingredient Communications, said: “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 continued: “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 100% plant-based, have brands and retailers neglected the needs of vegetarians, who are usually happy to eat dairy and egg ingredients? If so, are more hybrid products the answer?”
Clarke says that the findings of the 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.”
While the findings from the research suggest that vegetarians are much less satisfied than vegans with the choice of food products available to them, some argue that the choice is far more diverse for this demographic. The Plant Base’s Melissa Bradshaw commented: “It’s surprising that vegetarians are less satisfied with available choices than vegans, possibly because of a lack of innovation. With products often relying on dairy and egg elements, which many vegetarians still enjoy, the focus on 100% plant-based options may still not fully meet their preferences.”
She concluded: “Further innovation in hybrid products that blend plant-based and traditional ingredients could address this gap and offer a more satisfying experience for vegetarians, creating a more inclusive range of veg-led options. This trend is becoming well-established in foodservice, where many offerings allow for the option to tailor menu items to meet vegetarian or vegan requirements, for example offering the choice of either plant-based or traditional dairy cheese.”
© FoodBev Media Ltd 2024
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