Veggie food options not good enough

The online poll of 1,000 consumers found that the net satisfaction* rate among vegetarians had risen by 8%, a dramatic fall since 2018 where satisfaction had been recorded at +47%.

The findings commissioned by Ingredient Communications, revealed that UK vegetarians had seen a negative swing of 35%, dropping from +55% in 2018 to +20%.

In the US, net satisfaction among vegetarians slumped slightly less, by 48% between the same period.

In stark contrast, net satisfaction among vegans has seen an increase, from a 2% rise in 2018 to +17% today. US vegan satisfaction now stands at -3% versus -9% in 2018. In the UK, it’s +25%, compared to +28% five years earlier.

Plant-based is more appealing to vegans

The survey also found that plant-based in more appealing to vegans, with 95% of those following this diet saying the options looked tasty. This was compared to 56% of vegetarians.

For alternative dairy products, 91% of vegans said they found them appealing, compared to 60% of vegetarians.

Commenting on the results, Richard Clarke, managing director of Ingredient Communications, said: “The question has to be asked: in the rush to go 100% plant-based, have brands and retailers neglected the needs of vegetarians, who are usually happy to eat dairy and egg ingredients? If so, are more hybrid products the answer?​

“In any case, the findings of our survey reinforce the golden rule of food manufacturing: that it’s essential to use the very best ingredients to deliver an excellent eating experience. The days have long gone when vegans and veggies were simply grateful to have something – anything – they could eat. They want and expect the best.”​

*​Net satisfaction = % dissatisfied subtracted from % satisfied.​