Flexitarians Are Significant For Produce Marketers
The growth of the “flexitarian” consumer segment is increasing, according to the results of various surveys (summarized within) addressing eating habits and attitudes, particularly with respect to reduced meat consumption and increased fruit, vegetable, and soy consumption.
“Flexitarians” are defined here as “occasional vegetarians who limit their meat consumption.” This consumer segment offers tremendous market potential for the fresh produce industry.
According to this article, numerous studies have shown that the number of strict vegetarians has not increased much, but the number of those cutting down on meat consumption has risen dramatically. Sometimes self-referring as “part-time vegetarians,” the industry has labeled them as “flexitarians.”
Soy based foods are also experiencing growth with this consumer trend. A 2006 Roper Report showed that 5% more people tried soy products in 2005 than in 2004, suggesting a small shift away from meat. In total, 43% had tried soy during 2005 according to Roper.
According to the Hartman Group, strict vegetarianism “is not a major trend, and in fact is driven mostly by teens in a faddish sort of way.” Baby boomers are also changing dietary habits, as health is a foremost consideration. Health, according to Hartman Group, is the most significant driver for flexitarians.
In the summer of 2006, the National Marketing Institute’s LOHAS study showed that 2% of respondents consider themselves as vegetarian. They consume no red meat, fish, or poultry. Interestingly, another 2% consider themselves as vegetarians, though they do consume red meat, fish, and poultry. This survey also showed that 28% of the 2,000 surveyed respondents said they are trying to reduce red meat consumption, though they still consume it. An additional 25% feel that “vegetarian” is an important attribute in food/beverage selection. Finally, 5% eat poultry and fish, but not red meat, and 14% have made vegetarian purchases within the last 6 months.
According to the Opinion Dynamics Corp, 32% of people in flexitarian households report that the level of flexitarian eating has risen in the last few years, while 29% of those in vegetarian households reported that vegetarian eating had increased. Nearly 60% felt that a diet that included fish and meat would be more costly, while 23% felt that a strict fruit/vegetable diet would be more costly.
In a February 2006 survey of 2,200 adults, Yankelovich found that 55% mentioned vegetables when asked to describe a healthy diet. However, 49% felt they didn’t eat enough fruits and vegetables.