Imaner Consultants

How to make a vegan happy

The fourth survey of the Vegan Research Panel took place during October 2001. 1900 panel members were sent an email inviting them to complete an online survey comprising 10 questions. 60% of the panel completed the survey within an 18 day period.

Vegan variations
Of the 75% of vegans who know what they will be eating on Christmas day, one in three will be tucking into roasted vegetables - with or without nut roast (27%), turkey substitute (24%) or a tasty pie (16%).

Nutritious people
Most vegans (62%) hardly ever worry about nutrition, and the longer they have been vegan the less likely they are to worry - less than 3% of those who have been vegan for 10 years or more say they often or always worry.

Supportive friends
Although vegans don't worry about their nutrition levels, their non-veg*an family and friends do, with 2 in 3 vegans having family or friends who worry on their behalf! However, the majority (62%) of vegans rate their non-veg*an family and friends as supportive of their vegan lifestyle.

Christmas shopping
Over half of online vegans (56%, up from 50% in 2000) intend to buy Christmas presents online this year. 9 out of 10 vegans who bought presents online last year are opting for the same method this year.

Switched on vegans
Two thirds of UK online vegans are now logging on at least once a day and 8 out of 10 have purchased online during the last six months. In the US, the numbers are higher with 9 out of 10 online vegans logging on at least once a day and the same number purchasing online during the last six months.

How to make a vegan happy
When asked 'What would you most like to see online next year' the top answer, mentioned by 1 in 4 vegans, was 'more information' - with the Vegan Shopper topping the list.

The figures below are based on the total panel responses (1146) unless otherwise stated.

Less than a year 11%
1 to 2 years 12%
2 to 5 years 24%
5 to 10 years 21%
10 to 20 years 22%
More than 20 years 6%
I am not veg*an 4%
Very supportive 24%
Quite supportive 35%
Tolerant 35%
Quite unsupportive 4%
Very unsupportive 2%
Never 24%
Hardly ever 34%
Sometimes 33%
Often 7%
Always 2%
Never 15%
Hardly ever 19%
Sometimes 40%
Often 18%
Always 8%
1. Nut roast or loaf (27%), including chestnut loaf, white nut roast and porcini nut loaf.
2. Meat substitute (24%), including Cheatin' Turkey Roast (UK) and Tofurky (USA).
3. Pie or parcel (16%), including mushroom and chestnut pie and creations in filo pastry.
4. Tofu (6%), including tofu sushi, jambalaya, curry, and stir fry.
5. Roast veggies (5%), as the main dish.
This was an open-ended question. Other foods consistently mentioned included vegan sausages and haggis, pasta dishes and veganised accompaniments such as gravy and stuffing. Puddings were mentioned by 29%, including Christmas pudding with soya cream. These figures are based on the responses of the 512 vegan panel members who knew what they would be eating on Christmas Day.
"...mushroom and chestnut pie, roast parsnips, roast potatoes, sprouts, mushy peas and carrots with wine gravy followed by vegan xmas pud and soya cream"

"...Tofurky, cranberry sauce, yummy pies, mashed potatoes, stuffing, vegetables... did I mention yummy pies..."

"...probably some over-cooked veggies @ parents"

"...stuffed mushrooms with wild rice, roast potatoes with thyme, brussel sprouts, peas with mint, gravy, christmas pudding and soya cream, mince pies, vegan wine"

"...whatever I fancy at the time! I won't be dictated to!"

"...something wrapped in pastry as a centre piece. The main problem being that non-veg*ans seem to like what I prepare more than their usual!"
Yes 53%
No 47%
Yes 40%
No 60%
1. More information (24%), including travel and product guides.
2. Footwear (21%), including more styles, lower cost and wider availability.
3. Shops (14%), larger range of vegan products, and home delivery.
4. Clothing (11%), more attractive and less expensive vegan options.
5. Food (8%), just generally more vegan products available online.
6. Confectionery (7%), including chocolates and marshmallows.
7. Toiletries (5%), including make-up.
8. Vegan cheese (3%).
9. Convenience foods (2%), including nuggets and porkless pies.
10. Household products (2%), particularly for cleaning.
This was an open-ended question. These figures are based on the responses of the 588 vegan panel members who answered this question.
Several times a day 53%
Once a day 19%
Several times a week 22%
Once a week 4%
Several times a month 2%
Once a month or less 0%
Yes 75%
No 25%