Target audience: Vegetarians in Switzerland

Selected insights on target audience: Vegetarians in Switzerland

• 37% of vegetarians have a medium annual household income
• Success and career advancement are relatively important to vegetarians
• 17% of vegetarians are innovators or early adopters of new products
• A relatively high share of vegetarians think that education is an issue that needs to be addressed
• Vegetarians remember seeing ads on search engines less often than the average consumer

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

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

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

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