Breaking New！The First China Vegan Lifestyle Market Survey has Released
On November 17, 2023, the First China Vegan Lifestyle Market Survey jointly released by China Vegan Society, Heran Organic, Green Alliance, Sumaixiang, Octave, Qianbao, and Qi'ai provided a significant supplement to the dietary culture of Chinese people, with a focus on plant-based diets.
This survey, which included both qualitative and quantitative aspects, utilized an immersive online research model tailored to the digital lifestyle, targeting young and middle-aged individuals residing in first, second, and third-tier cities. Interestingly, the term Vegan was intentionally not translated into Chinese, aiming to directly listen to, observe, and gather public perceptions, attitudes, and behaviors towards veganism, including its role in their lives and future trends.
The First China Vegan Lifestyle Market Survey presents the current understanding and perception of veganism among the Chinese population.
An obvious survey finding:
Among respondents (a sample population aged 18-45 from first, second, and third-tier cities), veganism is not just about diet anymore.
In China, veganism has become integrated into daily lifestyle practices.
The survey reveals that the consumption of vegan products is increasingly becoming a part of our lives to varying degrees, showing a trend of growth.
Domestic Vegan Consumer Group vs. Demographic Profile
Based on respondents' understanding, motivation, and behavior towards veganism, this study aims to explore the real needs behind vegan behavior as much as possible. It identifies five distinct vegan consumer groups with obvious differences.
The survey provides a relatively comprehensive analysis and presentation of each demographic profile, covering their population size, lifestyle status, consumption preferences, needs and motivations, as well as strategic research on consumption scenarios, communication windows, and more.
Plant-based foods have sparked a trend overseas, but why haven't they received the same level of enthusiasm in China market?
In recent years, the development of plant-based foods, popular in Europe and the United States, has encountered some challenges in China. Despite entering China with a thorough understanding of product research technology and successful experiences abroad, various setbacks have occurred due to the lack of comprehensive analysis and interpretation of the domestic vegan consumer market.
The survey will also present the current attitudes and consumption behaviors of the consumer groups towards this trend. Surface issues may include business logic, market conditions, and execution errors. However, further interpretation reveals that commercial development often overlooks cultural integration, leading to many short-term effects.
Another important issue is how restaurants, as crucial channels for introducing new concepts and converting consumers, can better serve different groups. The report indicates that the youngest demographic, oriented towards "foodie" experiences, not only pays attention to the dishes but also values the restaurant's philosophy and the feelings of fellow diners.
If you are interest in the development of vegan lifestyle in China, please contact info@chinavegans.org, we will be glad to provide you a shared version of this survey that will greatly assist in interpreting the Vegan lifestyle in China. This will make commercial strategies, product planning, brand communication, and community promotion in 2024 clearer and more precise.