Diet Change And Demographic Characteristics Of Veg*ns

This in-depth online survey asked non-activist vegans, vegetarians, low-meat consumers, and frequent meat-consumers about their eating habits and values. The results provide insights about influences and motivations for meat-eating choices, obstacles to meat reduction, and the types of resources and support needed by those wishing to reduce meat consumption. Extensive demographic data will help advocates pinpoint potentially receptive audiences and design targeted messages.

“In the summer of 2013, Humane League Labs carried out a large-scale survey of vegans, vegetarians, semi-vegetarians, and omnivores to learn the demographic and diet change patterns of each group. With over 3,000 respondents, including over 1,500 vegans and vegetarians, the survey was the largest of its kind ever carried out. The goal of the survey was to enable vegan advocacy organizations to create more effective materials and messaging by learning more about each group and its eating patterns.

A total of 57 questions were posed to respondents. Because the study is wide-ranging, the results are too extensive to summarize, but here are a few highlights:

Family concerns are a major (and frequently overlooked) barrier to going vegetarian, especially among students. Cost is also a significant concern.

Concern for the welfare of animals on farms (the cruel conditions animals are raised in) is more likely to inspire people to reduce or eliminate animal product consumption than the fact that animals are killed, or that animals are intelligent, complex individuals.

Exposure to documentaries and books are two of the biggest catalysts inspiring people to reduce or eliminate animal product consumption.

Dairy is by far the hardest animal product for people to remove from their diet, followed by eggs and then fish.”