Investigation of Millennials' Perception of Vegan Trends and Future Needs

Abstract

Objectives: This study examined the perception of the vegan trend of millennials and their future needs. Methods: This study was conducted online from June 21, 2021, to July 15, 2021, targeting 425 adult men and women born between 1980 and 2000. The contents of the survey were divided into four categories: general information, awareness of vegetables, awareness of vegan trends, and future needs for vegan trends. Results: Most respondents recognized the importance of eating vegetables and perceived vegetarianism and veganism as a lifestyle. Regarding the perception of the vegan trend, the highest response rate was ‘The vegan trend is to be satisfied with my life regardless of other people’, while the lowest response rate was ‘The vegan trend is only a temporary fad’. The reasons for purchasing vegan products with high response rates were ‘interest in the earth and environment’, ‘protection of animal rights’, and ‘thinking about health’. The type of vegan product wanted in the future was delicious food, and convenience level was in the order of ‘completely cooked’, ‘half-cooked’, and ‘pre-processed’. Among the sustainable vegetarian types that millennials responded, ‘semi-vegetarian’, which can consume most animal products excluding red meat, showed the highest response rate. Conclusions: The positive perceptions about vegetables are expected to increase. Efforts should be made to develop convenient meals using vegetables and provide reasonable prices to expand vegetable intake.