YouGov

V Label launches advisory board

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Market & Trends

Insights from V-Label and YouGov Reveal Rapid Growth of Plant-Based Purchases in Germany

The V-Label strengthens the analysis of plant-based consumption in Germany. Since late 2024, YouGov‘s Consumer & Shopper Intelligence Shopper Panel (formerly Consumer Panel Services, part of the GfK Group until 2023) has incorporated all products labeled as vegan with the V-Label into a new “Vegan” category. To facilitate this, ProVeg – the organization responsible for issuing the V-Label in Germany – provides market researchers with a comprehensive list of all V-Label licensed plant-based products in the country. Plant-based purchases in Germany outpace overall FMCG market The FMCG market includes products that consumers purchase frequently and regularly, such as food and beverages, as well as cosmetics and cleaning products. According to YouGov’s consumption analyses, this market is currently undergoing significant changes. A YouGov Shopper Panel study …

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Cultivated meat startup Orbillion Bio has raised venture capital funding to develop further its predictive model or "scale-up algorithm" for cultivated meat.

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Cultivated Meat

Are US Consumers Beginning to Accept Cultivated Meat?

Recent studies tracking US consumer attitudes toward cultivated meat have found a relatively positive outlook for a product yet to be available for mass consumption. A YouGov survey of 9,272 US adults conducted in May 2024 revealed only 50% of the participants preferred to eat animal meat when asked to choose between traditional and lab-grown meat, assuming it was identical to meat. Interestingly, 14% responded that they wouldn’t eat either. This 50% preference for animal meat was consistent across various categories — region, gender, politics, age, and race — with only slight variations. The most significant divergence was political: 68% of Republicans preferred animal meat over lab-grown meat. The survey questioned whether participants would consider trying meat made in a laboratory instead of animal or …

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Indian veggie food

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Studies & Numbers

Veganuary India to See Record Participation as 59% of Indians Consider a Vegan Diet

Veganuary India is expecting a record number of participants in its 2024 campaign, after a YouGov survey revealed that 59% of Indians are likely to consider a vegan diet in the near future. 74% of respondents believed a vegan diet was healthy, 72% said it was good for the environment, and 73% thought that it helped to stop animal exploitation. 62% said they thought the vegan lifestyle was easy to maintain, while 61% believed there were enough vegan food choices. 55% said that the diet does not mean compromising on taste. India has a long-running tradition of vegetarianism for religious reasons, and this was evident in the survey responses. Almost 70% of participants said they believed the country’s vegetarian traditions could help to fuel the …

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Vegan meal kits cooked and served

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Market & Trends

19% of Australians Embrace Flexitarian Diets, Taste Top Priority for Omnivores, Reveals New Study

The latest research by the polling institute YouGov shows that 19% of Australians consider themselves flexitarians, eating primarily plant-based foods and occasionally meat and fish. Additionally, across all the Australian states, the flexitarian diet was the most popular choice after a standard omnivorous diet.  The poll also shows that 6% of consumers have adopted a vegetarian or vegan diet, driven mainly by young consumers. Notably, this trend is significantly more prevalent in Victoria, where one in ten consumers have adopted a plant-based diet, according to the authors. The data also reveals that a lower percentage of Gen Z and Baby Boomers identified as flexitarians, with only 12%, compared to Millennials and Gen X, who were approximately 25%. Meanwhile, Gen Z and Millennials are more likely to adopt an entirely vegetarian …

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