60% Consume Meat Alternatives

"According to a survey conducted by 210 Analytics, millennials are increasingly interested in vegan cuisine, and more than 60% consume meat alternatives. One in 10 millennials considers herself vegan. There‰Ûªs also this huge group of ‰Û÷flexitarians‰Ûª who are open, interested, and recognize the benefits of eating vegan foods, even if they aren‰Ûªt fully committed to a vegan diet."

‰ÛÏConsumers are getting smarter about the impact of what they eat, and with more accessibility to healthier meatless offerings in fast-​food and other restaurants, they‰Ûªll bring the buying power,‰ÛåÊCelebrity Dietician, Author, and Culinary Instructor Julieanna Hever says in QSR Magazine's Vegan Fare Finds Traction Among Millennials.

Restaurants and grocery stores can take advantage of these health-​conscious consumers by providing more meatless options on menus, in aisles and in prepared/​hot take-​home areas.

Hever adds that including healthier meat alternatives on the menu is not only good for the bottom line, but for building a brand that appeals to a generation of hyper-​aware consumers.

‰ÛÏBecause millennials are so interested and so socially conscious about health, environmental choices, and animal welfare, if better products are available, they‰Ûªll come back and they‰Ûªll bring their friends,‰Û Hever says.

By staying current with the trend toward meat alternatives, Hever says quick-​serves and fast-​casuals can remain relevant and retain millennial customers.

The Y Generation is not the only one choosing less meat these days. AudienceSCAN finds that 16.5% of vegetarians/​vegans are aged 35–44, and another 10.5% are aged 45–54. For exercise and sport, vegetarians/​vegans are doing Aerobics/​Pilates/​Yoga and riding horses. While they're searching for new veggie restaurants, 42% are responding to ads in their sponsored search results (like on Google, Yahoo or Bing).

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.