U.S. consumers' importance of vegan when buying groceries 2014

This statistic depicts the generational differences between U.S. adult consumers who were asked about the importance of the label vegan on a product for them when purchasing foods and beverages. The survey was fielded online by Harris Interactive in March 2014. About 27 percent of Millennials in the U.S. considered the label vegan on a product as a very or somewhat important factor for their purchasing decision.

Consumers' importance of the factor 'vegan' when making food and beverage purchases in the United States in 2014, by generation

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Release date

June 2014


United States

Survey time period

March 12 - March 17, 2014

Number of respondents

2,234 respondents

Age group

18 years and older

Special properties

U.S. adults

Method of interview

Online survey

Supplementary notes

* The original question ran as follows: 'When thinking about all of your food and beverage purchases, how important are each of the following to you?'
The figures display a summary of factors rated as 'very' and 'somewhat' important.
Millennials are aged between 18 and 36 years.
Gen Xers are aged between 37 and 48 years.
Baby Boomers are aged between 49 and 67 years.
Matures are older than 68 years.

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Statistics on "Eating behavior in the U.S."

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