Target audience: Vegetarians in Sweden

Selected insights on target group: Vegetarians in Sweden

• Many vegetarians have a low annual household income
• Safety and security has less importance to vegetarians than to the average onliner
• 46% of vegetarians are in the early majority of innovation adopter types
• 31% of vegetarians think that crime is an issue that needs to be addressed
• Vegetarians remember seeing ads on search engines less often than the average onliner

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Sweden
• Gender of consumers in Sweden
• Consumer’s level of education in Sweden
• Share of consumers in Sweden in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Sweden live
• Communities where consumers live in Sweden
• LGBTQ+ status of consumers in Sweden

• Most important aspects of life for consumers in Sweden
• Top 10 interests of vegetarians in Sweden
• Top 10 hobbies and leisure activities of vegetarians in Sweden
• Top 10 sports activities of vegetarians in Sweden
• Top 10 sports followed by vegetarians in Sweden

• Agreement with statements in Sweden
• Innovation adopter types based on statements towards innovation by consumers in Sweden
• The 10 most important issues facing Sweden according to vegetarians
• Political attitudes of consumers in Sweden

• Top 10 places where vegetarians in Sweden have come across digital advertising in the past 4 weeks
• Devices consumers in Sweden use regularly to access the internet
• Social media activities in Sweden by type
• Places where consumers in Sweden have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Sweden have been using in the past 4 weeks