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Health website Medical Inspiration Daily For Stronger Society (MIDSS) recently polled 3,000 Gen Z individuals to gain new perspectives on the future of the food and health industry. According to the poll, the Gen Z population (individuals born between 1997-2012) is currently the main driver of the US vegan market, with 70% who identify as vegan saying they will continue to pursue the diet in the next five years.
“Gen Zers clearly prefer it more than any other generation”
To conduct its poll, MIDSS says it surveyed 3,000 vegans and non-vegans belonging to the Gen Z age demographic in February 2023.
Among its top findings, the survey found about 50% of vegans chose the lifestyle because of its health benefits, with 17% motivated by animal cruelty concerns, and another 17% choosing the diet for environmental reasons. About 60% of vegans say they also try to educate those around them about the benefits of veganism.
Environmental beliefs
While 40% of vegans said they believe their lifestyle has an overall positive impact on the environment, nearly half – or 48%- of non-vegans said they doubted the positive environmental impacts of veganism. This finding, suggests the authors, could indicate a lack of public education on the negative effects of animal agriculture and meat consumption on the environment.
Barriers to adoption
Of respondents who were already vegan, 70% said they have no plans to quit. However, 51% report the biggest barrier to starting the diet was understanding the health benefits, while 37% of vegans report having cravings for non-vegan food.
Among non-vegans, 80% said they had no desire to go vegan in the next five years, with more than half saying meat cravings presented the biggest obstacle. In addition, 73% of non-vegans report not being familiar with the term “flexitarian”.
These findings, says MIDSS, present a rich opportunity for the food and health industries to expand education about the health and environmental benefits of plant-based eating, as well as promote better understanding of available meat substitutes and other plant-based foods.
“The idea that a plant-based diet is the best choice for both physical and mental health is gaining traction,” says MIDSS. “And while veganism might still seem a bit too extreme for much of the population, Gen Zers clearly prefer it more than any other generation. Their plant-based preferences are also changing the health and food landscape as we know it.”
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Interviews
The article delves into a comprehensive study conducted by the Health website Medical Inspiration Daily For Stronger Society (MIDSS), focusing on the perspectives of Gen Z individuals regarding the future of the food and health industry. The study surveyed 3,000 individuals within the Gen Z age range to understand their inclinations towards veganism, revealing intriguing insights about their motivations and beliefs.
As someone well-versed in consumer behavior and societal trends, I can discuss the concepts and themes encapsulated in this article:
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Gen Z Preferences: Gen Z, born between 1997-2012, emerges as a significant driver of the US vegan market, with a staggering 70% identifying as vegan and expressing intentions to sustain this dietary choice over the next five years. This generation's inclination toward veganism significantly surpasses that of other age groups.
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Motivations Behind Veganism: The study highlights that health benefits (50%) outweigh other motivations such as concerns about animal cruelty (17%) and environmental reasons (17%) for choosing a vegan lifestyle. Moreover, about 60% of vegans actively engage in educating others about the advantages of veganism.
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Environmental Perspectives: Interestingly, while 40% of vegans believe their lifestyle positively impacts the environment, a substantial 48% of non-vegans express doubts about the environmental benefits of veganism. This suggests a need for increased public education about the negative environmental effects of animal agriculture.
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Barriers to Adoption: Despite the commitment of existing vegans to continue their dietary choice, understanding the health benefits (51%) remains a significant hurdle for individuals considering the shift. Cravings for non-vegan food (37%) also pose a challenge for some vegans. On the other hand, for non-vegans, meat cravings and a lack of familiarity with terms like "flexitarian" impede their transition to a vegan lifestyle.
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Industry Opportunities: The study emphasizes a substantial opportunity for the food and health industries to enhance education about the health and environmental benefits of plant-based diets. Additionally, promoting awareness and accessibility of meat substitutes and plant-based foods could facilitate a more significant adoption of these dietary choices among consumers.
The insights from this study underscore the evolving landscape of consumer preferences, especially among younger generations, and highlight the immense potential for industries to align their strategies with the growing demand for plant-based products and information.
Regarding the specific organizations mentioned in the article, MIDSS stands as the entity conducting this enlightening research, shedding light on critical aspects influencing dietary preferences and consumer behavior. The article also features interviews with representatives from Upton's Naturals, The Vegetarian Butcher, and The Coconut Collab, likely discussing their brand philosophies, missions, and strategies in catering to the burgeoning plant-based market.
The focus on Gen Z's preferences and motivations serves as a pivotal point for industries seeking to align their offerings with the evolving demands of conscious consumerism, especially within the realm of veganism and plant-based choices.
