French vegan bacon maker, La Vie, has announced a partnership with Burger King (UK). The partnership will see the former’s vegan bacon feature permanently as part of Burger King’s menu across all UK outlets come 4 January 2023. Earlier this year, the fast-food chain had introduced vegan nuggets across its UK joints as part of the bid to make its menu 50% meat-free by 2030.

How keen are Burger King’s current customers on veganism?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - only 3% of Burger King’s customers are currently vegan, while 13% follow a vegetarian diet, and 56%, a majority, identify as meat eaters.

Nonetheless, 14% of Burger King’s regulars are ‘likely’ to ‘very likely’ to become fully vegan in the coming 12 months – Burger King’s vegan additions might appeal to this group. Just 3% of the general Great Britain population is ‘likely’ to ‘very likely’ to become vegan in the next 12 months.

Data from Profiles also shows that 40% of Burger King consumers and 41% of the general GB population agree with the statement that they are open to substituting meat/dairy products with plant-based alternatives.

Introducing vegan bacon in the market is a welcome move for 3% of Burger King’s customers who identify as vegan. Additionally, the partnership might find favor with patrons who are open to trying out plant-based alternatives.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles. 

 

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