Vegetarian and vegan diets are in vogue. But what is the actual situation among Swiss consumers? Who is prepared to give up meat and who eats plant-based substitute products? The current issue of MACH Consumer takes up this trendy topic and provides even more detailed figures on alternative diets.
The figures show that 5 percent of the Swiss population say they eat a vegetarian or vegan diet. 70 percent of vegetarians or vegans are female, and these diets are particularly popular among 14- to 29-year-olds. Vegetarians often live in urban areas. The MACH Values psychographic study also shows that the following two value types are most likely to be vegetarian or vegan: the politically committed, unconventional "cosmopolitans" and the creative, environmentally friendly "creators.
Plant-based substitute products - a niche market?
The MACH Consumer study now also asks about the consumption of plant-based substitute products in the product categories meat, milk, yogurt/quark and cheese. The figures show that 21 percent of the Swiss population consume a product from one or more of these categories at least once a week. It is striking that the majority of this consumption group are not vegetarians or vegans (16 %), but people who eat meat regularly (42 %) or occasionally (42 %). This shows that the growing range of plant-based substitute products is also used to a large extent by people beyond the original niche.