The rise in vegan eating is being driven by choice – retail choice

Some consumers are even reducing meat and dairy intake unintentionally. The reason for this is not necessarily down to active choices based on health benefits or sustainability claims, but simply because of the abundance of choice that analogues bring to supermarket shelves.

HARRIET JACHEC: ‘It is common knowledge that diets such as veganism are here to stay, but as concerns about sustainability mount, more consumers are leaning towards flexitarian lifestyles… For example, some consumers are even reducing meat and dairy intake unintentionally. DSM cites 44% of survey respondents make the subconscious decision to reduce, or completely remove, intake of meat in their diets. 58% of consumers said they made similar subconscious decisions to reduce dairy.

The reason for this is not necessarily down to active choices based on health benefits or sustainability claims, but simply because of the abundance of choice that analogues bring to supermarket shelves, coupled with a consumer desire to branch out beyond their typical purchases.

This is unsurprising: with the amount of meat- and dairy-free products rising weekly, consumers are quickly becoming used to seeing a seemingly ever-growing range for them to choose from. Consumers are also willing to try new options now more than ever before – and if they enjoy meat-free options, this will naturally become part of their diets without them explicitly subscribing to vegan or flexitarian diets. So taste is paramount…

Diets such as flexitarianism and veganism are becoming more than just clear-cut choices. The introduction of climitarianism (flexitarians who are well-informed about how diet choices can affect the planets) shows how external, real-world events can impact on consumer buying power. The knock-on effect of these diet trends has also led to consumers habitually choosing analogue products without labelling themselves as being flexitarian or vegan’. SOURCE…

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