World Vegan Day, celebrated on November 1st, highlights the rapidly growing segment of vegan consumers. In the United States, for example, the vegan population has increased by 300% over the past 15 years*, totaling more than 15.5 million Americans following a plant-based diet. This group is diverse, and their preferences significantly impact product choices in the market.
*Source: TelmarHelixa
Consumer profiles of vegans
According to the article Consumer Profiling of Plant-Based People, the majority of vegans are women aged 35-44, often with higher education and income levels.
They prioritize ethical and sustainable food sources, engage with social and political issues, and are motivated by animal welfare, environmental concerns, and a desire for better health. This audience cannot be treated as a monolith; understanding their nuances is crucial.
The importance of labeling
Research* on plant-based food preferences shows that consumers who follow vegetarian and vegan diets often prioritize attributes like traceability and origin assurance, which significantly influence their purchasing decisions.
This suggests that while the term plant-based may seem neutral, consumers respond better to more direct labels like vegetarian or vegan. Brands looking to reach this audience must consider the influencers they follow and the media they consume, including popular documentaries and renowned chefs.
*Source: Plant Based Foods Association
Orange juice: a versatile addition for healthy products
In this context, Citrosuco’s orange juice becomes a key ally for companies developing vegan and healthy products.
With 100% natural juice, it adds value to food, beverages, sauces, and other products that cater to the demand for tasty and nutritious options. By providing quality assurance, traceability and sustainability, Citrosuco supports brands in creating products that meet vegan consumer expectations.
