This paper reports on a phone survey of 1,000 Swedes, age 15 and over, regarding vegetarianism. Responses are broken down by gender, age, and urban/rural environment. Men and women reported being vegetarian or vegan in equal numbers (10%), though more men identified as vegan than women. Non-veg*n respondents were asked whether their interest in veg*nism had increased over the past 12 months (37% yes, 4% no), and how strongly concerns about animal welfare, environment, health, cost, and availability impacted their interest. Responses are contrasted to the results of the same survey in 2009.

[Abstract excerpted from original source.]

“In March of 2014 Djurens Rätt (Animal Rights Sweden) conducted a survey to find out how many people in Sweden consider themselves a vegetarian or vegan. The survey was done by Demoskop, one of the most well regarded Swedish research and branding consultancies. 1 000 telephone interviews with people from 15 years upwards was done.

In the survey 4% said they were vegans and 6% said they were vegetarians. Age -wise, most vegetarians and vegans can be found among 15-24 year olds – 17%. The figure is 10% for 25-49 year olds, 8% for 50-64 year olds and 6% for those aged 65 years and older. In metropolitan areas, 11% are vegetarian or vegan, in other urban areas it is 9% and in the rest of the country 10%.

Respondents in the survey that were not vegans or vegetarians was asked about their interest in choosing a vegetarian diet, and if it has increased or decreased over the past 12 months. 37% responded that it had increased and for just 4% the interest had declined. Interest had increased significantly more among women (44%) than among men (30%), but has changed about the same in the different age groups.

Those who were not vegetarians or vegans were also asked which reasons would affect them to a greater extent to eat vegetarian food in the future.

For the sake of the animals – 21% indicated it as a very strong argument, 28% indicated a fairly strong argument, but for 15% it was not an argument at all.

If vegetarian food would be healthier than other food – 16% indicated it as a very strong argument, 37% indicated it was a fairly strong argument, but for 11% it was not an argument at all.

If vegetarian food would have a lower environmental impact than other food – 19% indicated it was a very strong argument, 37% indicated it as a fairly strong argument, but for 13% it was not an argument at all.”