U.S. consumers' importance of vegan when buying groceries 2014

The data illustrates the generational differences between U.S. adult consumers who were asked about the importance of the label vegan on a product for them when purchasing foods and beverages. The survey was fielded online by Harris Interactive in March 2014. About 27% of Millennials in the United States considered the label vegan on a product as a very or somewhat important factor for their purchasing decision.