Vegetarian And Vegetarian Aware Shoppers

Examines the health concerns and nutrition interests that are driving the vegetarian trend and the changes that these interests will bring about in eating habits and product choices.

Most shoppers believe that foods can offer health functionality beyond nutrition.

Diet was important to two thirds of shoppers; 10% always choose food for health reasons, 60% usually do so, 24% sometimes do, and 6% rarely do. There was a noted trend in this survey from previous years’ which shows a move from “always” or “usually” to “sometimes.” 79% of shoppers consider their diet to be healthy while 17% are very satisfied with their eating habits.

Consumer priorities for functional foods:

1. Taste – 46% won’t give up taste for health
2. Self-medication, self-education – consumers are confident in their ability to manage their own health
3. Nutritional individualization – 72% believe that each person has individual nutritional needs
4. Filling the gaps – 62% believe that nutritional supplements are important

Consumers recognize medical benefits from healthy foods, 65% agree to some extent that foods can be used to reduce the need for drugs or medical therapy.

Eggs are consumed more often because of interest in health benefits beyond avoidance.

Research identified 5 primary benefit platforms for functional and nutritional products including prevention, performance, wellness, nurturing and cosmetics.

Shoppers rely on a combination of resources for information.