Chicago, IL, January 2002 -- Are Americans looking for ways to make their diets healthier? In a new report from Mintel Consumer Intelligence, research shows that the vegetarian food market will continue to grow for the next five years at a rate of 100% - 125%. The market is projected to be worth $1.25 billion in 2001. This due to the fact that more Americans are moving into their middle years and become more proactive about their own health and the health of their families.
While only 2.5% of American consumers are consistent vegetarians, it is estimated that 25% of consumers replace meat with meat alternatives at least for some meals. These "occasional vegetarians" may be making the switch for health purposes and may never intend to change their diets completely. Nonetheless, they are a major force in the growing interest in vegetarianism.
According to Mintel's exclusive consumer research, most respondents are meat eaters. Although many of them have cut back on their red meat intake for health purposes, and many are actively using meat alternatives, the majority of respondents show little interest in making a more permanent commitment to meat-free eating.
It is the occasional non-meat eaters who are worthy of more attention. They run the gamut from those with a high school education or less to post-college educated. They are young and old, and can be found in all regions of the country. What these "semi-vegetarians" need is the option to access more meat free prepared meals and/or some sort of educational program to teach them how to prepare other meat-free alternatives.
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