Who Are Vegans and What Defines Them?
This was the question we asked ourselves as we embarked on one of the most surprising in-house research projects, aiming to better understand these consumers.
In the context of a growing vegan market with an optimistic outlook—bolstered by increasing consumption in both retail and HoReCa, the diversification of offerings by producers and importers launching a variety of vegan and vegetarian products as alternatives to meat, cold cuts, cheese, etc., and the growing awareness of Romanian consumers about food ingredients, their environmental impact, and animal welfare—who are the people choosing to eat vegan, vegetarian, or flexitarian?
They are a rising force, a vibrant and conscious community that is changing the rules of the consumption game. Our recent study, conducted on a sample of 500 vegan, vegetarian, and flexitarian respondents, revealed a community defined by passion, strong values, and an extraordinary desire to make a positive impact.
More Than a Diet: A Way of Life
For vegans, choosing a plant-based diet is not just about taste but a statement of principles. Ethics and morality are at the heart of their decisions, followed by concerns for the environment and health. Consciousness is a key dimension of this community, turning them into demanding consumers not only of the products they consume but also of the services they use in HoReCa. However, this same consciousness also drives remarkable loyalty toward brands that share their values.
Diversity and Unity
From students to retirees, from large families to young independents, vegans are a diverse group, yet deeply united by a common cause. They seek products and services that reflect their values—from vegan restaurants offering delicious, affordable meals to brands that communicate transparently and authentically about their impact on the planet.
Authentic Communication: An Opportunity for Bold Brands
The vegan market is expanding rapidly, and brands that understand and connect with the values of this community have the chance to win not only customers but also passionate ambassadors. However, to earn the trust of vegan consumers, brands need to go beyond merely offering vegan products. Transparent and authentic communication that reflects the values and concerns of this audience is essential. The community we researched is guided by incredibly strong common principles, and brands that understand them can build relationships based on trust and respect.
More Than a Market Niche
Vegans are more than just a market segment. They are an example of conscious and responsible consumption, a source of inspiration for a more sustainable future.
At Noeland Consultants, we are proud to work with brands eager to join this movement and help build a better future for all of us.