Veganuary in 2025
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Veganuary in 2025
User responses
349,638

Survey Type
Market Research
Audience
All Audiences
Top Insight
- Health reasons are the most popular motivation for avoiding meat among respondents.
- Respondents prefer dairy alternatives more than other vegan or plant-based products.
- Respondents associated the dairy and frozen food sections with vegan or plant-based options more than other store aisles.
1.
What is your primary motivation for avoiding meat?
Insight
86%
More than average
respondents prefer avoiding meat for health reasons.
86.79%
Health Reasons
Health Reasons
86.79%
67,385
Social/cultural/ Religious Reasons
9.53%
7,395
Environmental Concerns
7.21%
5,595
Ethical Considerations (Animal Welfare)
1.12%
867
Financial Reasons
0.44%
341
2.
Which of the following ethical claims do you associate most with plant-based alternatives?
Insight
6.5X
More than average
consumers associated plant-based alternatives with local produce than with wild caught.
45.86%
Local produce
Local produce
45.86%
6,523
Sustainability
39.06%
5,556
Animal rights
17.77%
2,528
Wild Caught
6.98%
993
Habitat Conservation
2.31%
328
3.
How would you evaluate the accessibility and affordability of vegan or plant-based options?
Insight
15X
More than average
respondents prefer plant-based options for their affordability than for their accessibility.
61.4%
Affordable
Affordable
61.4%
7,310
Expensive
20.33%
2,420
Hard to find
9.52%
1,133
Accesible
3.92%
467
4.
What are the main challenges you face in maintaining a vegan or plant-based diet?
Insight
93%
More than average
consumers identified difficulty in finding affordable products as the main challenge in maintaining a vegan or plant-based diet.
93.28%
Difficulty Finding Affordable Products
Difficulty Finding Affordable Products
93.28%
11,091
Limited Knowledge Of Recipes Or Preparation
3.41%
405
Limited Options When Dining Out
0.96%
114
Cravings For Animal-based Foods
0.93%
110
5.
What types of vegan or plant-based products have you incorporated into your diet?
Insight
2.9X
More than average
respondents prefer incorporating dairy alternatives into their diet than plant-based snacks.
53.3%
Dairy Alternatives
Dairy Alternatives
53.3%
186,345
Protein Sources (E.g., Tofu, Legumes)
46.07%
161,061
Meat Substitutes
43.02%
150,401
Plant-based Recipes
33.68%
117,748
Plant-based Snacks
18.16%
63,507
6.
How have you personally benefited from sticking to a vegan or plant-based diet?
Insight
8X
More than average
consumers associated a vegan or plant-based diet with improved physical health than with positive environmental impact.
94.34%
Improved Physical Health (E.g., Energy Levels, Digestion)
Improved Physical Health (E.g., Energy Levels, Digestion)
94.34%
150,729
Positive Environmental Impact
11.76%
18,786
Ethical Satisfaction (E.g., Reducing Harm To Animals)
2.15%
3,435
Discovering New Foods And Cuisines
1.49%
2,379
7.
What role should brands play in promoting a vegan or plant-based diet through product development, marketing, or educational initiatives?
Insight
61%
More than average
respondents prefer offering resources like recipes and cooking tips as a promotion of a vegan or plant-based diet.
61.31%
Offering Resources Like Recipes And Cooking Tips
Offering Resources Like Recipes And Cooking Tips
61.31%
4,696
Raising Awareness About Health And Environmental Benefits
60.19%
4,610
Raising Awareness About Health And Environmental Benefits
9.51%
728
Improving Availability In Stores And Restaurants
0.61%
47
8.
In which store aisles would you like to see a greater variety of vegan or plant-based options?
Insight
2.4X
More than average
consumers associated vegan or plant-based options with the dairy and frozen food sections than with the snack and dessert aisles.
75.63%
Dairy And Frozen Food Sections
Dairy And Frozen Food Sections
75.63%
10,856
Beverage Aisles (E.g., Plant-based Drinks)
66.76%
9,584
Snack And Dessert Aisles
30.44%
4,369
Fresh Produce And Prepared Meals
0.92%
132