VegfestUK London 2017 Visitor Survey Summary

24th November 2017

Big thanks to everyone who has completed our visitors survey on their experiences at VegfestUK London 2017. We have received altogether 263 completed feedback forms online since a buzzing event visited by around 14,000 people in total.

ANALYSIS

A few interesting statistics can be inferred from such data, with our sample size of 263 respondents giving us a good idea of our visitors feedback (14,000 in total at the event overall): If we assume that approx 1,000 people visited both days (a fairly accurate guestimate) the maths is easy enough to turn the percentages into numbers as an approximate guideline, with 13,000 individual visitors, and based on this feedback, indications are that around 700 people are going vegan after visiting the event.

New VegfestUK Visitors

54% of our visitors were completely new to VegfestUK – that translates to around 7,000 new visitors from VegfestUK London 2017!

Those returning to VegfestUK London next year

Roughly 96% of these individuals said they would return to VegfestUK London in 2018 – this corresponds to around 12,000 visitors who pledged to return in 2018.

Possible new followers of the Vegfest Express

Approximately 79% hadn’t heard of the Vegfest Express before VegfestUK London 2017 – so there’re potentially around 10,000 visitors to the event who are new to our free online vegan magazine!

Number of those who were not vegan before the event

Roughly 17% were not vegan before the event – so our inference translates this to around 2,200 visitors who ate animal products before VegfestUK London 2017.

From the percentages gathered in this survey,

  • roughly 13% (which translates to around 1,700 individuals) were veggie before the event, and
  • approx 4% (corresponding to around 500 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 4% of all individuals at the event who were meat-eaters beforehand:

  • about 90% (or around 400 individuals) indicated that they’d make some changes to their diet
  • approximately 100 of these meat-eaters decided to go vegan after the event.

Results to question 17 (corresponding question for veggies) show that, of the 13% individuals who were veggies before VegfestUK London 2017:

  • very encouragingly, roughly 59% of them (i.e. approx. 1,000 individuals) indicated that they’d make some changes to their diet
  • roughly 35% decided to go vegan – this translates to around 600 new vegans from this group.

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

  • Approx 1,400 people who were not vegan beforehand decided to take steps towards a plant-based diet
  • Around 700 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, Dates for VegfestUK London 2018 will be announced shortly.

FULL SURVEY FIGURES

Survey results from 263 responses altogether

1) How did you find out about the event?

Facebook 52%
Been here before 30%
Word of mouth 19%
Read about the event online 7%
Flyer 3%
Emails 3%
Saw adverts in magazines 2%
Read article in magazines 2%
Programme 2%
Posters 1%
Twitter 1%
Radio 0%
Other 5%

2) Why did you come to this event?

Support the vegan movement 64%
Food 60%
Shopping 40%
Attend talks and cookery demos 25%
Meet special guests 21%
Meet like-minded people 21%
Some of my friends were going 9%
Want to find out more about going vegan 8%
Family activities 2%
Comedy 2%
Films 2%
Other 6%

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

Stalls 73%
Vegan Food Village 64%
Auditorium 30%
Vegan Activists Corner 23%
Vegan Health Summit 20%
Vegan Athletes Summit 17%
Special Offers 17%
Art of Compassion Exhibition 13%
Environment & Food Sustainability Summit (SUN only) 9%
Cookery Demos 8%
Live Music 5%
Radical Veganism Corner (SAT only) 5%
Living Raw Zone 4%
Mature Zone 3%
Vegan Comedy Corner 3%
Cinema 2%
Kids Activities 2%
Teen Zone 2%

4) Where are you based currently?

London 48%
South East England 21%
East Anglia 5%
South West England 4%
Europe 3%
South England 3%
East Midlands 3%
West Midlands 2%
North West England 1%
North East England 1%
Wales 1%
Scotland 1%
Rest of the World 1%

5) Which age group do you belong to?

16-25 27%
26-35 27%
36-45 22%
46-55 15%
56-65 6%
Over 65 2%
Below 16 1%

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

Yes – first time I’ve been to a VegfestUK event 54%
No – I have been to other VegfestUK events 46%

7) Would you consider coming back to VegfestUK London?

Yes – definitely 67%
Yes – very likely 17%
Yes – fairly likely but not sure 12%
No – unlikely 3%
No – no chance 1%

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

No, haven’t heard of it 79%
Yes, like the look of it 10%
Yes, but we haven’t looked at it 8%
Yes, love it 3%
Yes, but didn’t like it 1%

9) Before coming to VegfestUK London 2017, would you describe yourself as:

Vegan 83%
Vegetarian 13%
Omnivore (eats meat and dairy) 4%

SECTION FOR THOSE WHO WERE OMNIVORES BEFORE THE EVENT

10) After going to VegfestUK London 2017, which of the following options would you consider?

Reducing your meat 45%
Going vegetarian 27%
Going vegan 18%
Doing none of these / staying the same 9%
Reducing your dairy 0%

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 55%
I’m concerned about the environmental impact of eating meat and dairy 45%
I don’t want to inflict harm on other sentient beings 27%
My partner / family is doing the same 27%
Vegan diets are better for sustainable global food production 18%
Other 9%

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

Difficult 55%
Not too hard but not straightforward 36%
Easy 9%
Very easy 0%
Nearly impossible 0%

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

I think vegan food is going to be expensive 30%
I really am addicted to my favourite meat / dairy products and haven’t found a satisfactory substitute 30%
I’m concerned about the social implications especially when eating out – I don’t want to stand out from the crowd 20%
I don’t think I’ll be able to access vegan food regularly 20%
I’m not sure I can put up with the attitude from my partner / family / colleagues / friends 0%

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

I feel the benefits on a health level 40%
My friends / family / colleagues are doing the same 30%
Vegan food is generally cheaper 20%
I’m committed to being vegan on an ethical level 20%
I really like the taste of vegan foods and they’re easily accessible these days 20%

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

Cheese 64%
Cakes / Biscuits / chocolates 36%
Roast dinner / steak 27%
Takeaways 18%
Bacon / Sausages 18%
Other 9%

16) How would you describe your experience at VegfestUK London 2017?

Very positive – very nice people, products, food etc. 72%
Generally positive but a little bit scary 18%
Not that great but some of it was good 10%
Super positive – really impressed 0%
Most unpleasant – really didn’t enjoy it at all 0%

SECTION FOR THOSE WHO WERE VEGETARIANS BEFORE THE EVENT

17) After going to VegfestUK London 2017, are you considering changing your diet?

Yes, I’m going to reduce my dairy intake and look for vegan alternatives 47%
Yes, I’m looking to go vegan 35%
Yes, but only one or two minor changes here and there, nothing dramatic 12%
No, unlikely to change my diet at the moment 6%
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 35%
Moderately easy but struggling with a few items 29%
Very easy 24%
Looking quite hard, not looking forward to it but going to do my best 9%
Looking almost impossible 3%

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 67%
Cakes / Chocolates / Biscuits 39%
Butter 18%
Yoghurts 18%
Milk 12%
Ice Cream 9%
Other 21%

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

I’m a cheese addict 36%
I’m not impressed with the vegan dairy-free substitutes 21%
I can’t be fussed with reading labels all the time 14%
I love dairy products all round 7%
I adore butter 7%
I like milk in my tea 0%
Other 21%

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 87%
I’m concerned about the environmental impact of eating meat and dairy 36%
Vegan diets are good for my health 32%
I’m concerned about people going hungry, and I think that vegan diets are better for sustainable global food production 13%
My partner / family is doing the same 2%
Other 4%

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

Went veggie first then vegan 70%
Overnight / from eating meat and dairy to 100% vegan 19%
I tried going vegan more than once – struggled but got there in the end 6%
I was born into it 0%
I gave up 0%
I really struggled with going vegan and I’m not sure I’m going to be able to manage it 0%
Other 5%

23) What’s your favourite vegan food?

Vegan Cakes 34%
Raw food / salads 29%
Nut / soya milk 22%
Vegan smoothies 21%
Vegan cheese / yoghurt alternatives 20%
Vegan Chocolates 19%
Fake Meat 17%
Other 18%

 

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