{"id":25214,"date":"2025-08-06T09:00:38","date_gmt":"2025-08-06T13:00:38","guid":{"rendered":"https:\/\/www.vrg.org\/blog\/?p=25214"},"modified":"2025-07-21T12:39:17","modified_gmt":"2025-07-21T16:39:17","slug":"what-do-you-expect-from-a-veggie-burger","status":"publish","type":"post","link":"https:\/\/www.vrg.org\/blog\/2025\/08\/06\/what-do-you-expect-from-a-veggie-burger\/","title":{"rendered":"WHAT DO YOU EXPECT FROM A VEGGIE BURGER?"},"content":{"rendered":"
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istockphoto by franny-anne<\/p><\/div>\n

The Vegetarian Resource Group and Vegan Journal<\/em> commissioned YouGov to ask the following question in a national YouGov adult poll. Listed also are the results.<\/p>\n

Which of the following, if any, do you expect from a food labeled as a veggie burger? Please select all that apply.<\/p>\n

24% \u00a0To be able to use it in a similar way in cooking as a burger from a cow.<\/p>\n

6% \u00a0To have the same amount of saturated fat and cholesterol as a burger from a cow.<\/p>\n

6% \u00a0To contain meat from a cow.<\/p>\n

9% \u00a0To only be something that I would purchase if costs less than a burger from a cow.<\/p>\n

41% \u00a0The front of the burger package will identify the main ingredient (such as soy or beans) and say something like \u201cblack bean-based veggie burger.\u201d<\/p>\n

15% \u00a0The front of the burger package will say \u201cveggie burger\u201d but will not identify the main ingredient or ingredients.<\/p>\n

11% \u00a0To have the same amount of iron as a as a burger from a cow.<\/p>\n

10% \u00a0To have vitamin B12 added.<\/p>\n

43% \u00a0To be labeled \u201cplant based burger\u201d<\/p>\n

31% \u00a0To be labeled \u201cvegan burger\u201d<\/p>\n

21% \u00a0None of these.<\/p>\n

Most people (94%) would not expect a veggie burger to have meat from a cow, and only 6% expect a veggie burger to have same amount of fat and cholesterol as a burger from a cow. As few as 9% said they would only purchase a veggie burger if it costs less than a burger from a cow. Cost had less impact than we expected. Over four in 10 (41%) would expect the main ingredient identified on the front of the package. There was a large segment of the population (43%) expecting a veggie burger to be labeled \u201cplant-based burger\u201d and a large segment (31%) expecting it to be labeled \u201cvegan burger.\u201d So a marketer has to consider their strategy.<\/p>\n

All figures, unless stated otherwise, are from YouGov Plc. Total sample size was 2,769 adults. Four percent were vegetarian (Never consume meat, fish, seafood or poultry) while around 96% consumed one or more of these products.\u00a0 Fieldwork was undertaken between February 6\u201310, 2025 online in the United States. The figures have been weighted and are representative of all U.S. adults aged 18 and over. Results are based on a sample and are subject to statistical errors normally associated with sample-based information. For the above questions, we can have a 95% confidence level that VRG\u2019s numbers from YouGov are plus or minus one percent (margin of error). Between 15% and 40%, and between 60% and 85%, the margin of error is plus or minus two percent. Be careful when comparing poll numbers to other polls or countries, as questions and definitions of vegetarian and vegan are often different.<\/p>\n

You can see other Vegetarian Resource Group polls at https:\/\/www.vrg.org\/nutshell\/faq.htm#poll<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The Vegetarian Resource Group and Vegan Journal commissioned YouGov to ask the following question in a national YouGov adult poll. Listed also are the results. Which of the following, if any, do you expect from a food labeled as a veggie burger? Please select all that apply. 24% \u00a0To be able to use it in […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-25214","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.vrg.org\/blog\/wp-json\/wp\/v2\/posts\/25214","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vrg.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vrg.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vrg.org\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vrg.org\/blog\/wp-json\/wp\/v2\/comments?post=25214"}],"version-history":[{"count":1,"href":"https:\/\/www.vrg.org\/blog\/wp-json\/wp\/v2\/posts\/25214\/revisions"}],"predecessor-version":[{"id":25216,"href":"https:\/\/www.vrg.org\/blog\/wp-json\/wp\/v2\/posts\/25214\/revisions\/25216"}],"wp:attachment":[{"href":"https:\/\/www.vrg.org\/blog\/wp-json\/wp\/v2\/media?parent=25214"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vrg.org\/blog\/wp-json\/wp\/v2\/categories?post=25214"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vrg.org\/blog\/wp-json\/wp\/v2\/tags?post=25214"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}