Vegetarianism and Veganism: Perceptions on the Consumption of Vegetable Beverages in Buenos Aires Metropolitan Area

Abstract

The advance of vegetarian and vegan diets is related to an increase in the consumption of vegetable substances that allow the consumer to limit or abandon the intake of foods of animal origin, such as cow milk. In this sense, the objective of this study is to analyze the consumption and perceptions related to non-dairy fermented beverages in vegetarian and vegan individuals. Qualitative research was carried out through 13 in-depth interviews with men and women between 18 and 35 years old, consumers of vegetable beverages, who identify themselves as vegetarians or vegans. As main results it is highlighted that the consumption of vegetable drinks is given as a replacement for cow milk. In addition, vegetarians associate the concept of "vegetable milk" with the seeds and the natural origin of the products, while vegans attribute a symbolic meaning related to the fact that these products would represent a healthy lifestyle. Additionally, consumers interviewed demonstrate a perception that the price of vegetable drinks is higher than that of cow milk, which some individuals consider unfair.