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study on consumer trends found ‘vegan’ to be the least appealing food and
beverage marketing term among US adults.
study, conducted by technology and media company Morning Consult, respondents
were asked to indicate whether a series of terms made food more or less
appealing to them.
35 percent of those surveyed said the term ‘vegan’ made products seem ‘less
appealing’ – while only 17 percent said it made them seem ‘more appealing’.
percent indicated that the term did not affect the appeal of a product.
There was a notable discrepancy in response based on the participants age group.
of adults aged 18 to 21 responded positively to the term ‘vegan’, while older
adults – classified in the study as ‘Boomers’ – showed a positive response rate
of just 14 percent.
other evidence from the survey, suggests that the idea of ethical consumerism may be off-putting to some US citizens.
of respondents said the term ‘sustainably sourced’ made products ‘less
appealing’, while nine percent said the term ‘ethically
sourced’ had the same effect.