Many reasons drive consumers towards vegetarian products. Although the theory behind the Blood Type diet may be flawed, diets with an emphasis on fruits and vegetables, like the Mediterranean diet and Anti-Inflammatory diet, continue to be praised for their health benefits. Additionally, reasons for eating a vegetarian or vegan diet vary from concerns about health to environmental and ethical concerns. Concerns over animal welfare have driven 22% of consumers in the UK who purchase vegetarian/ meat-free foods to reduce the amount of meat/poultry/fish they eat. Meat-free products are viewed as healthy by 52% of UK consumers and are associated as environmentally friendly by 48%. This is in contrast to consumers’ views of meat where 39% of UK consumers consider meat healthy but only 21% think meat is environmentally friendly.
Interests in eating vegetarian diets have subsequently paved the way for more lenient flexitarian diets. A flexitarian diet allows people to obtain the health benefits of a vegetarian diet without having to completely give up meat. In the US, while only 7% of consumers identify as vegetarian, some 36% indicate use of meat alternatives. Of those US consumers who use meat alternatives, 31% do so because they are trying to reduce their meat consumption.
Use of vegetarian and vegan claims has increased since 2009. In 2013, 12% of food and drink products launched carried a vegetarian claim, up from only 6% in 2009. Vegan claims have also increased since 2009, but were still only found on 2% of food and drink launches in 2013.
As discussed in Inspire trend, Hungry Planet, global food prices are now higher in real terms than at any time since 1984, due to growing global demand. The world’s population will reach 9 billion by 2050 and world grain output will need to rise by 50% and meat production double to meet the demand, according to the United Nations. These increasing demands may see a continued rise in vegetarianism as a practical solution to the rising food costs in addition to its health benefits. (Source: Mintel, Global Market Research)