The primary consumer segments included in this analysis are:

1. Health-conscious consumers, 35-50% of US adults, or 73-105 million people. These consumers strive for a balanced diet and/or replace 2-3 meals per week with meat free alternatives.
2. Active meat reducers, 22-26% of the US adult population, or 46-54 million individuals. Active meat reducers are those who report eating less meat compared to one year ago.
3. Semi-vegetarians are 12-16% of the US adult population or 25-33 million people. They eat any type of meat with less than half of weekly meals.
4. Self-described vegetarians comprise 4-6% of the population or 8-13 million individuals. These consumers say “yes” when asked if they are vegetarian, typically with no definition of the term.
5. Actual vegans and vegetarians make up 1-3% of the population, or 2-6 million US adults. They “never” consume meat, as described differently in various surveys.

Summary of Actual Vegetarian Population Estimates:

• In 2005, Faunalytics estimated that 1% of adults (3 million) never eat “chicken, turkey, fish/shellfish, beef, pork, veal or lamb,” based on a sample of 3200.
• In 2003 Vegetarian Resource Group (VRG) estimated that 3% (6 million) of adults never eat “meat, poultry, or fish/seafood,” based on a sample of 1031.
• In 2000 VRG estimated that 3% (5 million) of adults never eat “meat, poultry or fish,” based on a sample of 968.
• In 1997, VRG estimated that 1% (2 million) adults never eat “red meat, poultry or fish,” based on a sample of 1960.
• In 1994, VRG estimated that less than 1% never eat “meat, fish or fowl,” based on a sample of 1978.
• In 1992, VRG estimated that less than 2% (less than 4 million) of adults reported “always eating a vegetarian diet,” based on a sample of 4700.

Summary of Self-Described Vegetarian Estimates:

• In 2002, a Time/CNN report estimated that 6% (13 million) of adults said they “consider themselves vegetarian,” based on a sample of 10007.
• Also in 2002, another Time/CNN report estimated that 4% (8 million) of adults “consider themselves vegetarian,” based on a sample of 1003.
• In 1999, a Gallup poll showed that 6% (13 million) “consider themselves vegetarian,” based on a sample of 1039.
• In 1995, a Time/CNN poll showed that 5% (11 million) “consider themselves vegetarian,” based on a sample of 1000.
• In 1992, a NRA poll showed that 3% (6 million) said being a vegetarian “describes them completely,” based on a sample of 800.
• In 1992, a Time/CNN poll showed that 7% (15 million) “consider themselves vegetarian,” based on a sample of 1400.
• In 1978 a Roper poll showed that 1% (2 million) of adults described themselves as a “strict vegetarian,” based on a sample of 2000.
• In 1943, a Gallup poll showed 3% (6 million) of adults said they “happen to be vegetarian,” based on a sample of 1500.

Summary of Semi-Vegetarian Population Estimates:

• In 2005, a Faunalytics study showed that 14% (29 million) of adults currently eat meat with less than half of meals” based on a sample of 3200.
• In 2000, Land O Lakes found that 25% (52 million) eat four or more meatless meals per week, based on a sample of 968.
• In 1992, NRA found that 9% (19 million) said “almost being vegetarian” describes them completely, based on a sample of 800.
• In 1978, 3% (6 million) said they are “pretty much vegetarian,” according to a Roper poll of 2000 adults.

Summary of Active Meat Reducer Population Estimates:

• In 2005, Faunalytics estimated that 25% (52 million) adults are eating less meat compared to one year ago, based on a study of 3200.
• In 2004, Quorum stated that up to 40% (102 million) are reducing meat consumption.
• In 2000, Wirthlin Quorum stated that 49% (102 million) adults noted that families are eating less red meat compared to 2-3 years ago, based on a sample of 1012.
• In 1997, Wirthlin Quorum estimated that 61% (128 million) felt that families are eating less red meat compared to 2-3 years ago, based on a sample of 1000.

Summary of Health Conscious Eaters Population Estimates:

• In 2005, Faunalytics estimated that 77% (161 million) of adults agree that they “would like to eat a healthier diet than they do now,” based on a sample of 3200.
• In 1996, Prevention/FMI estimated that 51% (107 million) made “major changes” to diet in the past 3 years due to health concerns, based on a sample of 1000.
• In 1996, Wirthlin Quorum estimated that 83% (173 million) of adults say they “try their best” to eat healthy foods, based on a sample of 1033.
• In 1992, NCBA noted that 3% (69 million) of adults agree that they can have a healthier diet by not eating (red) meat, based on a sample of 4700.
• In 1991, Maritz found that 45% (94 million) of adults say they are “very concerned” about eating a healthy diet each day, based on a sample of 1000.