The majority of vegetarians supplement their diet, with 25% “not satisfied” with vegetarian food ranges in supermarkets, and 76% unimpressed with fast food restaurants, according to a new study by MMR Research Worldwide.
Just under 6,000 UK consumers took part in the survey, which also revealed that 10% of lapsed vegetarians have moved away from a vegetarian lifestyle primarily due to concerns over health and nutrition, and the majority of UK vegetarians feel the need to supplement their diet with vitamins and minerals.
Furthermore, supermarkets are failing to satisfy around a quarter of vegetarians with ready meals, frozen foods and meat substitute products. MMR, which advises leading food brands on product development by conducting consumer and sensory research, urges companies to address issues faced by the vegetarian market as well as the market of ‘reluctant meat eaters’ to maximise revenue.
Mat Lintern, managing director of MMR Research Worldwide, said: “Sales of dietary supplements and fortified food could be increased if brands adopted more targeted marketing towards vegetarian consumers who are more likely to be receptive to nutritional benefit messages.”
