* 4 million Canadians (14%) consumed meat alternatives (soy, tofu, tempeh) in their households during the last 30 days.
* 70% of those consumers are between the ages of 18 and 44 years old.
* British Columbia is the region with the highest incidence of meat alternative consumption (1.6 times the national average).
* 33% of meat alternative consumers have a professional degree (above the national average).
* Meat alternative consumers have healthy eating habits:
– One third purchased organic fruits/vegetables during the past 30 days (1.9 times the national average).
– 38% prepared vegetarian meals at home during the past 30 days (2 times the national average).
– 20% ordered vegetarian meals when dining out during the past 30 days (2.2 times the national average).
– 16% consume soy beverages at least once a week (2.5 times the national average).
* 21% practice pilates/yoga (1.5 times the national average).
* Their top media choices by yesterday exposure are: TV (84%), radio (81%) and Internet (68%).
* Their favourite radio formats by weekly reach are: news/talk (24%), adult contemporary (14%) and mainstream top 40/CHR (9%).
Source: BBM RTS Canada Fall ’04 / Spring ’05
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
