Vegetarian Times Study Shows 7.3 Million Americans are Vegetarians

Vegetarian Times Study Shows 7.3 Million Americans are Vegetarians
Additional 22.8 Million Follow a Vegetarian-Inclined Diet
PRNewswire.com April 15, 2008

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EL SEGUNDO, Calif., April 15 /PRNewswire/ -- The just-released
"Vegetarianism in America" study, published by Vegetarian Times
(vegetariantimes.com), shows that 3.2 percent of U.S. adults, or 7.3
million people, follow a vegetarian-based diet. Approximately 0.5 percent,
or 1 million, of those are vegans, who consume no animal products at all.
In addition, 10 percent of U.S., adults, or 22.8 million people, say they
largely follow a vegetarian-inclined diet.

Data for this survey were collected by the Harris Interactive Service
Bureau on behalf of Vegetarian Times. The poll surveyed 5,050 respondents,
a statistically representative sample of the total U.S. population.
Vegetarian Times commissioned RRC Associates, a research firm in Boulder,
Colo., to perform the data analysis.

The 2008 study also indicates that of the non-vegetarians surveyed 5.2
percent, or 11.9 million people, are "definitely interested" in following a
vegetarian-based diet in the future.

The study also collected data on age, gender and other demographic
factors. Of the vegetarians surveyed:


-- 59 percent are female; 41 percent are male.

-- 42.0 percent are age 18 to 34 years old; 40.7 percent are 35 to 54; and
17.4 percent are over 55.

-- 57.1 percent have followed a vegetarian diet for more than 10 years; 18
percent for 5 to 10 years; 10.8 percent for 2 to 5 years, 14.1 percent
for less than 2 years.

The 2008 study also indicated that over half (53 percent) of current
vegetarians eat a vegetarian diet to improve their overall health.
Environmental concerns were cited by 47 percent; 39 percent cited "natural
approaches to wellness"; 31 percent cited food-safety concerns; 54 percent
cited animal welfare; 25 percent cited weight loss; and 24 percent weight
maintenance.

"The vegetarian sector is one of the fastest-growing categories in food
publishing," says Elizabeth Turner, Vegetarian Times' editor in chief.
"It's a dedicated group of consumers that is growing daily."

"A vast number of people are seeking to reduce their meat intake,
creating a rapidly growing market for all things vegetarian," says Bill
Harper, vice president and publisher of Vegetarian Times. That trend is
reflected in the growth of the magazine, which saw July through December
2007 newsstand sales increase 19.4 percent over the same period in 2006.

About Vegetarian Times: For over 30 years, Vegetarian Times has been at
the forefront of the healthful-living movement, providing recipes, expert
wellness information, and environmentally sound lifestyle solutions to
vegetarians, vegans, and non-vegetarians alike.

The magazine was acquired by Active Interest Media (aimmedia.com) in
2003. Based in El Segundo, Calif., AIM is a consumer enthusiast media
company that serves a base of loyal constituents through print, events, and
online products. The company was formed in October 2003 by Efrem "Skip"
Zimbalist III and the private equity investment firm Wind Point Partners.

In addition to its Healthy Living Group-which includes Yoga Journal,
Backpacker, Vegetarian Times, Better Nutrition, Optimum Wellness, SNEWS(R)
and Whole Foods Market(R) magazine-the company also publishes Southwest
Art, American Cowboy, Log Home Design, Log Home Living, Timber Home Living,
Building Systems, Black Belt, and Yachts International. AIM produces and
markets videos and books and produces 12 shows on log homes and more than
two dozen building seminars. The company also produces the Fort Lauderdale
International Boat Show(R), the largest boat show in the world.