Symrise Conducts In-Depth Study on Modern Vegetarians

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Symrise’s Marketing and Consumer Insights Group has conducted an in-depth study on the eating behaviors, buying motivators and views of modern vegetarian consumers.

The study was conducted primarily in the US and EU via an online research tool, as well as secondary research through other sources. Key drivers included identifying what attracts modern vegetarians to certain concepts, meals and products and discovering opportunities for innovative new meals and snacks.

Related: Symrise Creates Experiences With Joy of Authentic Food

Through the study, Symrise identified three types of vegetarian consumers:

  • Flexitarians, who choose a vegetarian diet as a lifestyle but continue to eat meat
  • Vegetarian Idealists, who abstain from meat
  • Health Restricted Vegetarians, who avoid meat for health reasons, but crave it

Food industry professionals seeking to access these findings should reach out to their Symrise representative.