Diverse Diets Insight: Health and Nutrition Blog Series

In part one of our diverse diets insight blog series, we use the example of a vegan with a high-powered job and love of working out to examine which types of foods can deliver optimal nutrition, energy and taste for consumers like him.

In this blog series, we will be examining diverse consumer diets and lifestyles from a health and nutrition perspective. Working with our chefs and technical experts, we will offer exclusive content, such as food diaries, videos and recipes, to support food and beverage manufacturers in formulating products that consumers seek, value and increasingly expect.

Diverse Diets Insight Part One: Busy, Active Vegans

In part one of our diverse diets insight blog series, we use the example of a vegan with a high-powered job and love of working out to examine which types of foods can deliver optimal nutrition, energy and taste for consumers like him.

Consumer challenge

Pierre is a busy buyer for a sportswear brand who has just turned vegan and faces the challenge of sourcing healthy vegan foods that will keep him fuelled between meetings and the gym.

Example profile: Pierre, the busy gym-loving sportswear buyer

Age: 26

Profession: Sportswear buyer

Sporting activity: Gym-goer

Dietary needs: Vegan

Health and nutrition pain points

  • Spurred by health and ethical issues, Pierre has switched to a vegan diet. However, he finds it a challenge to source foods and beverages that deliver the nutrition and energy he needs at work and the gym.
  • Pierre wants to follow a healthy and nutritious vegan diet but finds that many foods lack the taste, texture and general appeal of non-vegan products.
  • Like many busy millennials with high-powered careers, Pierre snacks several times a day, often replacing whole meals with snacks[1].
  • Pierre scours the shelves for healthy and nutritious, rather than indulgent, snacks. His favourites are vegan yoghurts, nuts and seeds, which he eats on a daily basis.

Insight: Europe’s vegan consumers

Veganism is increasing in popularity in Europe, with Britain alone being home to around 542,000 vegans, a figure that has grown over 350% in the last decade[2]. Europe is a key market for non-meat products, generating 39% of revenue globally[3].

Our vegan consumer profile, Pierre, the busy and active sportswear buyer, is representative of millennials who have decided to go vegan and who need energy and nutrition to remain healthy on the go.

Top reasons for people like Pierre adopting a vegan lifestyle include health, aversion to meat and animal products, animal protection issues and concern for the environment[4].

Like many millennials with busy and active lifestyles, Pierre challenges traditional eating patterns and routines, often replacing whole meals with snacks[5].

Pierre represents consumers who challenge the assumption that people in need of high energy and nourishment cannot get what they need from a vegan diet.

Vegan professional athletes that consumers such as Pierre may relate to include nine-time Olympic gold medallist Carl Lewis, world record-holding marathon runner Fiona Oakes and professional cyclo-cross racer Molly Cameron[6].

Example recipes

To bring busy vegan Pierre’s needs and values to life, our culinology® experts have developed and tested some sample recipes at our Ingredion Idea Labs.

Access sample recipes for active, on-the-go vegans here, from our health and nutrition hub.


[1] Key Trends and Drivers in Global Sweet Snacks Consumption, May 2015. Author: Euromonitor International. Source: http://www.euromonitor.com/key-trends-and-drivers-in-global-sweet-snacks-consumption/report

[2] Vegan Society Poll. Date: 17th May, 2016. Author: Ipsos Mori, in conjunction with Vegan Life Magazine and the Vegan Society. Source: https://www.ipsos.com/ipsos-mori/en-uk/vegan-society-poll

[3] Meat Substitute Market – Global Opportunity Analysis and Industry Forecast, 2014 to 2020. Author: Allied Market Research. February 2016: https://www.alliedmarketresearch.com/meat-substitute-market

[4] Study of Current and Former Vegetarians and Vegans. Author: HRC. Date: December 2015. Page: 6. Source: https://faunalytics.org/wp-content/uploads/2015/06/Faunalytics_Current-Former-Vegetarians_Full-Report.pdf

[5] Key Trends and Drivers in Global Sweet Snacks Consumption. Date: May 2015. Source: http://www.euromonitor.com/key-trends-and-drivers-in-global-sweet-snacks-consumption/report

[6] https://www.vegansociety.com/whats-new/blog/ten-best-plant-powered-athletes

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