How many vegetarians are there? A 2003 national Harris Interactive survey question sponsored by The Vegetarian Resource Group

Vegetarian Journal, May-June, 2003

* In a 2002 Time/CNN Harris Interactive survey, 4 percent of Americans polled called themselves vegetarians. According to a survey by the Natural Marketing Institute (Mother Jones, January, 2003), 30 percent of adult American consumers make purchasing decisions based on issues of the environment, social justice, health, etc. For more poll info, see The Market for Vegetarian Foods at <www.vrg.org/nutshell/market.htm>. When deciding to market meat alternatives, companies may appeal to the larger market. For example, Burger King makes no claim that their BK Veggie Burger meets the requirements of a vegan or vegetarian diet. Other companies may go after this greater segment but also focus their efforts on vegetarians and especially vegans, since that is the population most likely to push their product.

Harris Interactive <www.harrisinteractive.com> is a worldwide market research and consulting firm best known for The Harris Poll[R] and for pioneering the Internet method to conduct scientifically accurate market research. Headquartered in Rochester, New York, U.S.A., Harris Interactive combines proprietary methodologies and technology with expertise in predictive, custom, and strategic research. The Company conducts international research through wholly-owned subsidiaries--London-based HI Europe <www.hieurope.com> and Tokyo-based Harris Interactive Japan, as well as through the Harris Interactive Global Network of local market- and opinion-research firms, and various U.S. offices. EOE M/F/D/V