ビーガン・ベジタリアン・フレキシタリアン食に関する消費者の考察

家庭でのパン作りや料理に使える食料品店での選択肢が増え、小売店での調理済み食品の選択肢が増えたことで、消費者は植物性食品を検討することが多くなりました。そして、より多くの消費者が、自宅以外の場所でも植物性食品を使った食事を求めており、また小売店の食品供給業者も、シェフがレストランで提供するものからインスピレーションを得ようとしています。こうした流れは、フードサービス市場から小売市場へと流れ、そして再び戻ってきます。

部分的に植物志向の食事を追求する消費者の増加に伴い、美味しく、手頃な価格で、便利な植物ベースの選択肢を提供する機会が存在します。個人の健康、環境、動物愛護の問題に対する関心の高まりとともに、植物性食品への関心が高まっています。食料品店やレストランで、肉や乳製品の代替品を含む植物志向の選択肢が増えたことで、植物志向の食事がより身近になり、実行しやすくなりました。

植物志向の食事は、単に食の好みだけでなく、より多くの価値を包含するライフスタイルの構成要素であることが多くなっています。ビーガンやベジタリアンは、低糖質、グルテンフリー、高タンパクなど、他のダイエットタイプに重なる可能性が最も高くなっています。

当レポートでは、世界の消費者がビーガン・ベジタリアン・フレキシタリアン食に対して抱いている考え方について分析し、米国の成人消費者 (18歳以上) に対する継続的なオンライン調査の結果に基づいて、消費者の全体的な選択・消費パターンや、昨今の主な変化、新型コロナウイルス感染症 (COVID-19) の影響、消費者の人口・年齢構造、今後の市場機会、といった情報を取りまとめてお届けいたします。

目次

• イントロダクション
• COVID-19の消費者への影響
  • ハイライト
  • COVID-19感染への懸念が未だに残る
    • COVID-19の変異株に関する懸念
    • パンデミック時の価格上昇
  • パンデミックの個人への負の影響
    • 報告された悪影響 (2020年・2021年)
    • 心身への継続的な健康効果
  • 食料品のオンラインショッピング活動の拡大 (2022年)
    • パンデミック初期 (2020年) に活動が急増
    • 多くの人が食料品のオンライン注文を継続 (2021年・2022年)
  • ほとんどの消費者は未だに外食を自粛
  • 食品テイクアウト・デリバリーの利用増加
  • 間食と健康的な食生活
  • 在宅勤務の動向
• ビーガン・ベジタリアン・フレキシタリアンの概要
  • ハイライト
  • 定義
    • ビーガン
    • ベジタリアン
    • ペスカタリアン
    • フレキシタリアン
    • 雑食
  • 植物志向の食習慣の遵守
  • ビーガン・ペスカタリアン・フレキシタリアン食への精通度
  • 植物志向の食事と他の食事との大幅な重複部分
  • 食事パターンの違い：個人的要素
    • ビーガン：ビーガニズムが何を意味するかに関する意見の相違
    • ベジタリアン：食事・ライフスタイルの選択の違い
    • フレキシタリアンは食生活に対する目的はより明確だが、雑食主義者も植物ベースの食品を食べる
    • 宗教上の食事制限
    • 植物肉・乳製品代替品：誰が対象者なのか？
    • 肉を食べる人々も食肉産業に懸念を抱いており、一部の人々はより倫理的な食肉消費に着目する
• スナック食品の動向
  • ほとんどの消費者が、スナック食品を毎日食べている
  • 植物性スナック食品に対する消費者の考え方
• ビタミンサプリメントの消費
  • ほとんどの消費者は、ビタミンサプリメントを毎日摂取している
  • ビタミンは主に食事のギャップを埋めるために使用される
• 消費者人口統計
  • ハイライト
  • 男女別の動向
  • 年代別の動向
  • 世帯収入別のパターン
  • 地域差
  • 都市部・郊外・農村部の消費者
  • 家庭内の子供の有無
  • 人種・民族
• 消費者の心理学
  • 植物志向の食生活を送る消費者は、高級食料品店で買い物をする可能性が高くなる
  • 食・レシピ・健康づくりのための情報資源の活用
  • 健康に対する認識
    • 自然食品/未加工食品・炭水化物・タンパク質に関する意見
    • 健康的な食事と食事制限に関する意見

With more options available in grocery stores for our own use in home baking or cooking, more options in prepared foods at retail outlets, consumer have a lot to consider in plant-based foods. The flow also moves from the foodservice market to the retail market and back as more consumers seek plant-based dining away from home and retail food suppliers seek inspiration from what chefs offer in restaurants.

Opportunities exist in providing delicious, affordable, and convenient plant-based options to the growing number of consumers who pursue that type of plant-forward eating on at least a part-time basis. Interest in plant-forward eating has risen along with greater concern about personal health, the environment, and animal welfare issues. Increasing access to plant-forward options -- including meat or dairy alternatives -- in grocery stores and at restaurants has made plant-forward eating more visible and easier to do.

Plant-forward eating is often a component of lifestyles that encompass more values than just food preferences. Vegans and vegetarians are the most likely to layer on another diet type, including low-sugar, gluten-free, and high-protein.

With a focus on "what's next" and current consumer trends, Consumer Insights on Vegan, Vegetarian, & Flexitarian Eating is packed with insights about consumer trends, behavior, and motivations to help food producers, retailers, packaging companies, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market.

Consumer Insights on Vegan, Vegetarian, & Flexitarian Eating provides actionable and data-driven insights about consumer preferences for, awareness of, and feelings about plant-forward diets, including vegan, vegetarian, flexitarian, pescatarian, and omnivore eating. This report examines the current dynamics of plant-forward eating, consider snacking habits, mealtime trends, use of vitamins, grocery shopping habits, health outlooks, and other trends by type of plant-forward diet followed.

Scope

Consumer Insights on Vegan, Vegetarian, & Flexitarian Eating is the go-to source for a complete understanding of U.S. consumer trends in plant-forward eating. This report combines Packaged Facts' extensive monitoring of the food and beverage market with proprietary surveys, and evaluates current trends and future directions, along with consumer patterns during the pandemic and across the broader food and beverage market.

Consumer demographics, perceptions, motivations, and behavior pertaining to plant-forward eating and attitudes on food and diet are analyzed, as are the effects of the COVID-19 pandemic on consumers in those contexts. These consumer insights are indicative of present and future market opportunities.

Consumer Insights on Vegan, Vegetarian, & Flexitarian Eating has dozens of tables and figures displaying exclusive numerical survey data. Data is broken out, analyzed, and discussed by characteristics such as age, gender, income, regional differences, and family status.

Report Methodology

The information contained in Consumer Insights on Vegan, Vegetarian, & Flexitarian Eating was developed from primary and secondary research sources. Primary research includes Packaged Facts' exclusive national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis to analyze attitudes of consumers and their relevant food and beverage preferences.

Table of Content

Introduction

COVID-19 Effects on Consumers

Highlights

Concerns about COVID-19 Exposure Remain

Table Coronavirus Health Concerns: "I am concerned about the current coronavirus health threat…", 2020 - 2022, (percent of consumers)

Table Coronavirus Health Concerns: "I am concerned about the current coronavirus health threat…", by Dietary Preferences, 2022 (percent of consumers)

Concerns About COVID-19 Variants

Table "How Concerned Are You About the Current Omicron Variant of COVID-19 & Future Variants?" by Dietary Preference, 2022 (percent of consumers)

Rising Prices During the Pandemic

Table Consumer Concerns about Rising Food & Beverage Prices, 2021 - 2022 (percent of consumers)

Table Consumer Concerns about Rising Food & Beverage Prices, by Dietary Preference, 2022 (percent of consumers)

Negative Personal Effects of the Pandemic

• Negative Effects Reported in 2020 &

Table Coronavirus Concerns: "The coronavirus has negatively affected my…", 2020 - 2021 (percent of consumers)

Continuing Mental & Physical Health Effects

Table Changes in Mental & Physical Symptoms During the Pandemic, 2022 (percent of consumers)

Table Changes in Mental & Physical Symptoms During the Pandemic, by Dietary Preferences, 2022 (percent of consumers)

• Boosted Online Grocery Shopping Activity Continuing Through

Activity Spiked in 2020 during the Early Part of the Pandemic

Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I am…", 2020 - 2021 (percent of consumers)

• Many Have Continued Ordering More Groceries Online in 2021 and

Table Grocery Ordering for Curbside Pickup, by Dietary Preferences, 2022 (percent of consumers)

Table Grocery Ordering for Home Delivery, by Dietary Preferences, 2022 (percent of consumers)

Most Consumers Are Still Holding off on Dining Out

Table Restaurant Eating Habits, by Dietary Preference, 2022 (percent of consumers)

Increased Use of Food Carryout and Delivery

Table Restaurant Habits: Ordering Restaurant Meals for Carryout, by Dietary Preference, 2022 (percent of consumers)

Table Restaurant Habits: Ordering Restaurant Meals Online for Home Delivery, by Dietary Preference, 2022 (percent of consumers)

Snacking and Healthy Eating Habits

Table Coronavirus Eating Habits: "Compared to habit before the coronavirus pandemic, I have increased frequency of eating…", by Dietary Preferences, 2022 (percent of consumers)

Work-From-Home Trends

Table "Are You Set Up to Do Your Usual Paid Work From Home -Whether Ordinarily, Part-Time, or When Necessary?" by Gender, Age Group, Income Bracket, &Presence of Children at Home, 2021 - 2022 (percent of respondents who work full- or part-time who said yes)

Table "Are You Set Up to Do Your Usual Paid Work From Home -Whether Ordinarily, Part-Time, or When Necessary?" by Primary Eating Philosophy, 2021 - 2022 (percent of respondents who work full- or part-time who said yes)

Vegan, Vegetarian, and Flexitarian Overview

Highlights

Definitions

Vegan

Vegetarian

Pescatarian

Flexitarian

Omnivore

Adherence to Plant-Forward Diets

Table Prevalence of Plant-Forward Eating Habits/Diet Control, 2019 - 2022 (percent of consumers)

Familiarity with Vegan, Pescatarian, and Flexitarian Diets

Table "Are you familiar with (heard of it and know what is involved in following it) any of the following diet and eating philosophies?" 2021 - 2022 (percent of consumers)

Strong Overlap Between Plant-Forward Eating and Other Diets

Table Adherence to Other Diets/Eating Philosophies by Type of Plant-Forward Diets Followed, 2022 (percent of consumers)

Differences in Eating Patterns Are Personal

Vegans May Disagree on What Veganism Means

Vegetarians Also Differ on Dietary and Lifestyle Choices

Flexitarians Are More Purposeful in Their Eating Habits, But Omnivores Eat Plant- Based Foods Too

Religious Eating Restrictions

Who Is the Target Audience for Plant-Based Meat and Dairy Alternatives?

Meat Eaters Are Also Concerned About the Meat Industry, and Some Are Turning to More Ethical Meat Consumption

Snacking Trends

Most Consumers Snack Daily

Table Weekday Snacking Frequency by Type of Plant-Forward Diets Followed, 2022 (percent of consumers)

Table Weekend Snacking Frequency by Type of Plant-Forward Diets Followed, 2022 (percent of consumers)

Plant-Forward Consumer Snacking Attitudes

Table General Snacking Habits by Type of Plant-Forward Diets Followed, 2022 (percent of consumers)

Table Self-Care Snacking Habits by Plant-Forward Diets Followed, 2022 (percent of consumers)

Vitamin Supplement Consumption

Most Consumers Report Taking a Daily Vitamin Supplement

Table Frequency of Vitamin Supplement Consumption by Type of Plant-Forward Diet Followed, 2022 (percent of consumers)

Vitamins Are Mostly Used To Cover Gaps in Diet

Table Frequency of Vitamin Supplement Consumption by Type of Plant-Forward Diet Followed, 2022 (percent of consumers who take vitamins)

Consumer Demographics

Highlights

Trends by Gender

Table Following Plant-Forward Diets by Gender, 2022 (percent of consumers)

Trends by Age Group

Table Following Plant-Forward Diets by Age Group, 2022 (percent of consumers)

Patterns Based on Household Income

Table Following Plant-Forward Diets by Household Income Bracket, 2022 (percent of consumers)

Regional Differences

Table Following Plant-Forward Diets by US Region, 2022 (percent of consumers)

Urban, Suburban, and Rural Consumers

Table Following Plant-Forward Diets by Urban, Suburban, or Rural Setting, 2022 (percent of consumers)

Presence of Children in the Household

Table Following Plant-Forward Diets by Presence of Children in the Household, 2022 (percent of consumers)

Race/Ethnicity

Table Following Plant-Forward Diets by Race/Ethnicity, 2022 (percent of consumers)

Consumer Psychographics

Consumers Following Plant-Forward Diets Are More Likely to Shop at Premium Grocers

Table Grocery Purchases from Selected Retailers in the Last 30 Days by Type of Plant-Forward Diets Followed, 2022 (percent of consumers)

Use of Information Resources for Food, Recipes, and Healthy Living

Table Daily Use of Food Information Resources by Type of Plant-Forward Diets Followed, 2022 (percent of consumers)

Health Perceptions

Opinions on Whole/Unprocessed Foods, Carbs, and Protein

Table Opinions on Whole/Unprocessed Foods, Carbs, and Protein by Type of Plant-Forward Diets Followed, 2022 (percent of consumers)

Opinions on Healthy Diets and Food Restrictions

Table Opinions on Healthy Diets and Food Restrictions by Type of Plant-Forward Diets Followed, 2021 (percent of consumers)