Fifty-two percent of adults are vegan-curious, meaning they are interested in vegan foods and a vegan diet, according to a survey conducted by Amy’s Kitchen, a maker of organic and vegetarian foods. The company surveyed over 2,000 Americans to better understand the motivators for pursuing a meatless diet.
More than half of adults (56 percent) indicated wanting shortcuts to plant-based meals, signaling consumer desire for timesaving, plant-focused dishes, according to the company.
The most common motivators for purchasing or eating plant-based foods were: health, the desire to protect the environment, and a plant-based taste preference.
When the responses of parents are considered, the percentage of vegan-curious Americans jumps to 66 percent. Nearly 70 percent of parents also said they struggle to find convenient meals they want to feed their kids and seek shortcuts to plant-based meals.
The food shopping landscape, particularly in the prepared food space, can also be difficult for shoppers with dietary restrictions. The survey found that 45 percent of parents say at least one person in their household has a dietary restriction; of those parents, 72 percent have difficulties finding prepared foods that account for these restrictions difficult.
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