November 2nd, 2022, Lesley Simeon
Following a retail tradition of launching festive product lines in the run up to key calendar holidays, Asda has unveiled a 97-strong Christmas range of vegan products. The range – which includes a plant-based turkey crown, vegan chocolate baubles and mince pies – will be available from 24 November onwards, both online and in-store.
But how many of Asda’s current customers follow vegan eating habits?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - not many. Just 1% of Asda’s regulars describe their eating habits as vegan while 5% of the retailer’s customers describe themselves as vegetarians. Numbers for other occupants of the “big-four” bracket also remain low but with some variance – 3% of Tesco’s customers, 1% of Sainsbury’s regulars and 2% of Aldi’s customers describe their eating habits as vegan. Similarly, 2% of Morrisons’ customers claim to have vegan eating habits and 5% of them, vegetarian.
But not all shoppers buy their groceries from a single store. Profiles data also reveals that one supermarket is out ahead where this is concerned.
Data from Profiles shows that 23% of Britons who describe their eating habits as vegetarian or vegan tend to shop the most from Tesco. Sainsbury’s follows with 13% of respondents saying they shop the most from the retailer, followed by Aldi (11%) and Asda (10%).
While Asda’s vegan Christmas range caters to its current customers who subscribe to vegetarian and vegan eating habits, it will be interesting to see whether it manages to capture the attention of more vegan or vegetarian shoppers this festive season.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.