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VegfestUK Brighton 2016 VISITOR SURVEY RESULTS

VegfestUK Brighton 2016 VISITOR SURVEY RESULTS

2016-04-30 
| by Editor

Big thanks to everyone who has completed our visitors survey on their experiences at VegfestUK Brighton 2016. We have received altogether 141 feedback forms either online or at the event.

 

ANALYSIS

There were altogether 10,700 visitors at the event over both days. Based on a combination of experience from previous shows as well as anecdotal evidence, we estimate that 1,000 of these people visited the event on both Saturday and Sunday, leaving actually 9,700 distinct individuals at the event.

 

Inferring from the percentages obtained from our survey based on this sample size of 9,700 individuals, we’ve made a few deductions on these aspects:

 

New Vegfest Visitors

35% of our visitors were completely new to Vegfest – that translates to over 3,395 visitors from VegfestUK Brighton 2016!

 

Those returning to VegfestUK Brighton next year

Roughly 89% of these individuals said they would return to VegfestUK Brighton in 2017! This corresponds to over 8,600 repeat visitors at the Brighton Centre next year.

 

Possible new followers of the Vegfest Express

Approximately 57% hadn’t heard of the Vegfest Express before VegfestUK Brighton 2016 – so there’re potentially over 5,500 visitors to the event who are new to our breaking vegan news website!

 

Number of those who were not vegan before the event

Roughly 17% were not vegan before the event – so our inference translates this to approximately 1,650 people who ate animal products before VegfestUK Brighton 2016.
 

From the percentages gathered in this question,
 

  • roughly 12% (which translates to 1,164 individuals) were veggie before the event, and
     
  • approx 5% (corresponding to approx 485 individuals) were meat-eaters before the show.

 

How many people are looking to go vegan after the show?

Results to question 10 indicate that, of the 5% of all individuals at the event who were meat-eaters beforehand:
 

  • about 72% (or approx 350 individuals) indicated that they’d make some changes to their diet
     
  • roughly 14% of these meat-eaters decided to go vegan after the event – so a total of 485 x 14% = 68 meat-eaters decided to become vegans!

 

Results to question 17 (corresponding question for veggies) show that, of the 12% individuals who were veggies before VegfestUK Brighton 2016:
 

  • very encouragingly, roughly 77% of them (i.e. approx. 896 individuals) indicated that they’d make some changes to their diet 
     
  • roughly 12% decided to go vegan – this translates to 1,164 x 12% = approx 140 new vegans from this group.

 

On combining these two sets of results from the meat-eating and veggie groups before the event:

  • Approx 1,246 people who were not vegan beforehand decided to take steps towards a vegan diet
     
  • 208 people decided to go vegan after the event

 

 

Big thanks to all our survey respondents who have left us some valuable feedback on enhancing the event further. We really value your comments in our efforts to make the event even better next year. And mainly thanks to all your support, VegfestUK will be coming back to the Brighton Centre on March 11th 12th 2017.

 

Below is a full breakdown for all the questions we asked in this survey – enjoy!

 

FULL SURVEY FIGURES

Survey results from 141 responses altogether

1) How did you find out about the event?

Been here before 49%
Facebook 35%
Word of mouth 20%
Flyers 6%
Twitter 6%
Posters 5%
Read about the event online 4%
Emails 4%
Saw advert in magazines 3%
Read article in magazines 2%
Programme 1%
Radio 1%
Other 4%

 

2) Why did you come to this event?

Support the Vegan Movement 68%
Food 61%
Shopping 33%
Meet like minded people 31%
Attend talks and demos 23%
Free Samples 23%
Some of my friends were going 18%
Meet celebrity guests 8%
Want to find out more about going vegan 6%
For the Activists Summit (Sunday) 4%
For the Vegan Comedy Festival (Sunday) 4%
Family activities 4%
For the FxEctive Factor (Saturday) 2%
For the Teachers Summit (Saturday) 1%
Other 9%

 

3) What are your favourite part(s) of the event?

Food 73%
Stalls 66%
Free Samples 47%
Talks 40%
Special Offers 34%
Cookery Demos 13%
Comedy (Sunday) 11%

Music

11%
Activists Summit (Sunday) 7%
Cinema 5%
Mature Zone 5%
The FxEctive Factor (Saturday) 4%
Kids Activities 3%
Teachers Summit (Saturday) 3%
Teen VGN Zone 1%

 

4) Where are you based currently?

South East England 51%
London 13%
South England 12%
East Anglia 9%
East Midlands 3%
Europe 3%
West Midlands 2%
North West England 2%
South West England 1%
North East England 1%
Northern Ireland 1%
Rest of the World 1%
   

 

5) Which age group do you belong to?

26-35 29%
16-25 26%
36-45 21%
46-55 18%
56-65 3%
Over 65 3%
Below 16 0%

 

6) Is this the first time you’ve been to a VegfestUK event?

No – I have been to other VegfestUK events 65%
Yes – first time I've been to a VegfestUK event 35%

 

7) Would you consider coming back to VegfestUK Brighton?

Yes – definitely 65%
Yes – very likely 14%
Yes – fairly likely but not sure 10%
No – unlikely 9%
No – no chance 2%

 

8) Have you heard of our new free 24-hour breaking vegan news website the Vegfest Express before the event?

No, haven’t heard of it 57%
Yes, but we haven’t looked at it 18%
Yes, love it 10%
Yes, like the look of it 9%
Yes, but didn’t like it 6%

 

9) Before coming to VegfestUK Brighton 2016, would you describe yourself as:

Vegan 83%
Vegetarian 12%
Omnivore (eats meat and dairy) 5%

 

SECTION FOR THOSE WHO WERE OMNIVORES BEFORE THE EVENT

10) After going to VegfestUK Brighton 2016, which of the following options would you consider?

Going vegetarian 43%
Reducing your meat 29%
Going vegan 14%
Doing none of these / staying the same 14%
Reducing your dairy 0%

 

11) If you’re considering changing your diet, which of the following reasons would be the closest descriptions?

I'm concerned about the environmental impact of eating meat and dairy 50%
I don't want to inflict harm on other sentient beings 50%
Vegan diets are better for sustainable global food productionI’m looking to improve my health 33%
My partner / family is doing the same 0%
Vegan diets are better for sustainable global food production 0%

 

12) How easy do you think it is to go vegan?

Difficult 57%
Not too hard but not straightforward 43%
Easy

0%

Very easy 0%
Nearly impossible 0%

 

13) Which of the following do you think is the hardest in going vegan?

I really am addicted to my favourite meat / dairy products and haven't found a satisfactory substitute 43%
I think vegan food is going to be expensive 29%
I don't think I'll be able to access vegan food regularly 29%
I'm not sure I can put up with the attitude from my partner / family / colleagues / friends 14%
I'm concerned about the social implications especially when eating out – I don't want to stand out from the crowd 0%

 

14) Which of the following do you think is the easiest about going vegan?

I feel the benefits on a health level 50%
I really like the taste of vegan foods and they're easily accessible these days 33%
My friends / family / colleagues are doing the same 33%
Vegan food is generally cheaper 0%
I'm committed to being vegan on an ethical level 0%

 

15) Which meat / dairy products would you find hardest to live without?

Cheese 67%
Roast dinner / steak 33%
Cakes / Biscuits / chocolates 17%
Takeaways 17%
Bacon / Sausages 0%

 

16) How would you describe your experience at VegfestUK Brighton 2016?

Super positive – really impressed 67%
Very positive – very nice people, products, food etc. 17%
Not that great but some of it was good 17%
Generally positive but a little bit scary 0%
Most unpleasant – really didn’t enjoy it at all 0%

 

SECTION FOR THOSE WHO WERE VEGETARIANS BEFORE THE EVENT

17) After going to Vegfest Scotland 2015, are you considering changing your diet?

Yes, I’m going to reduce my dairy intake and look for vegan alternatives 53%
yes, but only one or two minor changes here and there, nothing dramatic 24%
Yes, I’m looking to go vegan 12%
No, unlikely to change my diet at the moment 12%
Definitely not 0%

 

18) If you’re going vegan, or reducing your dairy intake, how easy do you think it would be to replace dairy?

Easy for most things, maybe one or two not so easy 38%
Moderately easy but struggling with a few items 38%
Looking quite hard, not looking forward to it but going to do my best 19%
Very easy 6%
Looking almost impossible 0%

 

19) If you’re going vegan, or reducing your dairy intake, which dairy products are the hardest for you to give up / reduce / replace?

Cheese 87%
Cakes / Chocolates / Biscuits 27%
Milk 7%
Butter 7%
Yoghurts 7%
Ice Cream 0%

 

20) If you’re not going vegan or not reducing your dairy intake, which of the following reasons applies?

I’m a cheese addict 89%
I love dairy products all round 22%
I like milk in my tea 22%
I can’t be fussed with reading labels all the time 11%
I’m not impressed with the vegan dairy-free substitutes 11%
I adore butter 0%

 

SECTION FOR THOSE WHO WERE VEGANS BEFORE THE EVENT

21) What is your biggest reason for being vegan?

I don’t want to inflict harm on other living creatures 89%
I’m concerned about the environmental impact of eating meat and dairy 37%
Vegan diets are good for my health 23%
I’m concerned about people going hungry, and I think that vegan diets are better for sustainable global food production 16%
My partner / family is doing the same 6%

 

22) When you went vegan, which of the following describes best your vegan journey?

Went veggie first then vegan 67%
Overnight / from eating meat and dairy to 100% vegan 25%
I tried going vegan more than once – struggled but got there in the end 7%
I was born into it 3%
I really struggled with going vegan and I'm not sure I'm going to be able to manage it 0%
I gave up 0%

 

23) What’s your favourite vegan food?

Vegan Cakes 38%
Raw food / salads 36%
Vegan smoothies 24%
Vegan Chocolates 24%
Fake Meat 16%
Vegan cheese / yoghurt alternatives 16%
Nut / soya milk 12%
Get Involved! If you have a great Vegan news feed, blog, podcast or video channel that you’d like us to include your focus on in the site, then please just contact us at info@vegfest.co.uk with details!






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