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VegfestUK London 2016 Visitors Survey Results

VegfestUK London 2016 Visitors Survey Results

| by Editor

Big thanks to everyone who visited VegfestUK London 2016, and also to those who completed our visitors survey (both printed and online) for the event.


We have received altogether 367 responses (printed and online combined), and collated the data from both types of surveys. And the results are at the bottom.


A few interesting statistics can be inferred from such data, with our sample size of 367 respondents giving us a good idea of our visitors feedback (13,500 in total at the event overall): If we assume that approx 3,000 people visited both days (a fairly accurate guestimate) the maths is easy enough to turn the percentages into numbers as an approximate guideline, with 10,500 individual visitors, and based on this feedback, indications are that around 735 people are going vegan after visiting the event. This is consistent with feedback from the last few years….


New visitors to VegfestUK

56% (extrapolated to 5,880 visitors) said VegfestUK London 2016 was their first ever VegfestUK experience

44% (extrapolated to 4,620 visitors) said they had been to other VegfestUK events before


Ever heard of The Vegfest Express?

75% (extrapolated to 7,875 visitors) had not heard of it before the event

11% (extrapolated to 1,155 visitors) had heard of it but had not looked at it

14% (extrapolated to 1,470 visitors) had heard of it and like it


Proportion of vegans and pre-vegans planning to move towards veganism

73% (extrapolated to 7,665 visitors) of our respondents were vegan before visiting the event

7% (extrapolated to 735 visitors) were not vegan beforehand but planning to go vegan afterwards

10% (extrapolated to 1,050 visitors) were not vegan beforehand but planning to reduce their intake of animal products afterwards


VegfestUK London 2017

Don’t forget that VegfestUK London is returning to Olympia London on October 21st 22nd 2017 – further details here.

In addition, VegfestUK will be hosting the UK’s first dedicated vegan trade show on the Friday beforehand (i.e. October 20th 2017) – further details here.




Survey results from 367 responses altogether

1) How did you find out about the event?

Facebook 37%
Been here before 29%
Word of mouth 24%
Read about the event online 14%
Saw advert in magazines 6%
Flyers 5%
Emails 4%
Twitter 4%
Read article in magazines 3%
Posters 2%
Radio 0%
Programme 0%
Other 6%


2) Why did you come to this event?

Food 69%
Support the Vegan Movement 59%
Shopping 47%
Free Samples 35%
Meet like minded people 25%
Attend talks and demos 25%
Some of my friends were going 18%
Want to find out more about going vegan 13%
for the Vegan Athletes Summit (Saturday) 7%
for the Pro-Intersectional Vegan Conference (Sunday) 6%
for the Vegan Health Summit  5%
Meet celebrity guests 5%
for the Vegan Activists Summit (Saturday) 3%
Family activities 3%
Other 4%


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

Food 84%
Stalls 72%
Talks 28%
Cookery Demos 17%
Vegan Athletes Summit 10%
Pro-Intersectional Vegan Conference 8%
Performances 8%
Vegan Health Summit 7%
Vegan Activists Summit 7%
Kids Activities 3%
Mature Zone 2%
Teen Zone 2%


4) Where are you based currently?

London 47%
South East England 23%
East Anglia 7%
South West England 5%
South England 4%
East Midlands 3%
West Midlands 2%
Europe 2%
North West England 1%
Wales 1%
Scotland 1%
Ireland 1%
Rest of the World 2%


5) Which age group do you belong to?

26-35 32%
16-25 32%
36-45 17%
46-55 11%
56-65 5%
Below 16 1%
Over 65 1%


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

Yes – first time I've been to a VegfestUK event 56%
No – I have been to other VegfestUK events 44%


7) Would you consider coming back to VegfestUK London?

Yes – definitely 69%
Yes – very likely 16%
Yes – fairly likely but not sure 13%
No – unlikely 2%
No – no chance 0%


8) Have you heard of our new free 24-hour online vegan magazine the Vegfest Express before the event?

No, haven’t heard of it 75%
Yes, but we haven’t looked at it 11%
Yes, love it 7%
Yes, like the look of it 6%
Yes, but didn’t like it 1%


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

Vegan 73%
Vegetarian 18%
Omnivore (eats meat and dairy) 9%



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

Reducing your meat 43%
Doing none of these / staying the same 18%
Going vegan 15%
Reducing your dairy 15%
Going vegetarian 9%


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

I’m looking to improve my health 50%
I'm concerned about the environmental impact of eating meat and dairy 40%
I don't want to inflict harm on other sentient beings 37%
My partner / family is doing the same 13%
Vegan diets are better for sustainable global food production 7%


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

Not too hard but not straightforward 39%
Difficult 33%


Very easy 9%
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 52%
I think vegan food is going to be expensive 41%
I don't think I'll be able to access vegan food regularly 31%
I'm not sure I can put up with the attitude from my partner / family / colleagues / friends 17%
I'm concerned about the social implications especially when eating out – I don't want to stand out from the crowd 10%


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

I really like the taste of vegan foods and they're easily accessible these days 56%

I feel the benefits on a health level

My friends / family / colleagues are doing the same 34%
I'm committed to being vegan on an ethical level 13%
Vegan food is generally cheaper 9%


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

Cheese 62%
Takeaways 28%
Bacon / Sausages 24%
Cakes / Biscuits / chocolates 21%
Roast dinner / steak 21%


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

Super positive – really impressed 38%
Very positive – very nice people, products, food etc. 34%
Generally positive but a little bit scary 19%
Not that great but some of it was good 9%
Most unpleasant – really didn’t enjoy it at all 0%



17) After going to VegfestUK London 2016, are you considering changing your diet?

Yes, I’m looking to go vegan 36%
Yes, I’m going to reduce my dairy intake and look for vegan alternatives 36%
Yes, but only one or two minor changes here and there, nothing dramatic 16%
No, unlikely to change my diet at the moment 10%
Definitely not 2%


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%
Very easy 28%
Moderately easy but struggling with a few items 27%
Looking quite hard, not looking forward to it but going to do my best 7%
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 77%
Cakes / Chocolates / Biscuits 38%
Milk 14%
Ice Cream 14%
Butter 7%
Yoghurts 7%


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

I’m a cheese addict 48%
I can’t be fussed with reading labels all the time 30%
I’m not impressed with the vegan dairy-free substitutes 26%
I like milk in my tea 9%
I love dairy products all round 4%
I adore butter 4%



21) What is your biggest reason for being vegan?

I don’t want to inflict harm on other living creatures 91%
I’m concerned about the environmental impact of eating meat and dairy 52%
Vegan diets are good for my health 41%
I’m concerned about people going hungry, and I think that vegan diets are better for sustainable global food production 25%
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 77%
Overnight / from eating meat and dairy to 100% vegan 21%
I tried going vegan more than once – struggled but got there in the end 5%
I was born into it 1%
I really struggled with going vegan and I'm not sure I'm going to be able to manage it 1%
I gave up 0%


23) What’s your favourite vegan food?

Vegan Cakes 42%
Raw food / salads 37%
Vegan smoothies 35%
Vegan Chocolates 28%
Nut / soya milk 27%
Vegan cheese / yoghurt alternatives 25%
Fake Meat 23%
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