Targeting the New Vegetarian Foods Consumer
Product developers are formulating and marketing a variety of innovative packaged foods designed to appeal not only to vegetarians but also to the growing group of consumers who are reducing their consumption of meat.
What do former U.S. President Bill Clinton, Academy Award-winning actress Natalie Portman, and talk show host/comedienne Ellen DeGeneres have in common? They all follow vegetarian or vegan diets, as do approximately 6–8 million U.S. adults, according to a Vegetarian Resource Group/Harris Interactive poll (VRG, 2009). While this number represents a small portion of the population, research shows that the number of adult consumers who are reducing their consumption of animal-based products is incr…
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