Evolution of the vegan customer

Mike Abrahams is owner of Wild Oats, Bristol

They'll buy from stores that listen to what they're saying

The best way to sell vegan products is to listen to your customers. So often I have heard retailers extolling the virtues of their vegan offering without hearing what it is the customer actually wants – and why.

Vegans come to Wild Oats from all different backgrounds and directions. Some of the early adopters were interested in macrobiotics and the effect on their digestive system. Then a number of people began to look for a healthier life with a plant-based diet.

More recently, concern is growing for the welfare of the planet and in particular of animals. Added to this has been a growing awareness of the environmental aspect and the need to reduce greenhouse gases.