Cultivate Research undertook a large, multi-phase research study including nine focus groups and a survey with 3,200 U.S. adults to investigate these segments and the motivations that affect their decisions to mitigate or halt their meat consumption. [...]Source: http://cultivateresearch.com/vol_1_VCT_Series_Overview.pdf
The research conducted during the course of this study clearly shows that increased health consciousness is one of the single most influential factors affecting the dietary choices and habits of the U.S. adult in today’s society. Cultivate Research has identified that a key reason for the growing importance of health is the aging of the U.S. population; and older consumers are more likely to be reducing meat as a component of moving toward a healthier diet. As the “baby boomer” population continues to age and these consumers become increasingly concerned about their personal health, we expect the population dynamics to shift even further in favor of meat reduction for the perceived health benefits. [...]
Cultivate Research conducted in-depth quantitative (the first phase phone survey) and qualitative (second phase focus groups) research to obtain a well-rounded understanding of the trends and motivations of consumers who limit their meat consumption. This project represents one of the most comprehensive research studies ever conducted about the attitudes and behaviors of U.S. adult consumers toward meat reduction and the consumption of meat and dairy alternative products.
This, once again confirms, that "the health argument" for veganism is most appealing to older people whereas other arguments may be more appropriate for younger people.
Of course, it should be noted that the argument alone is not sufficient for veganism, as explained by Vegan Outreach and Ginny Messina. The health benefits traditionally associated with veganism can often be obtained through the consumption of small amounts of lowfat animal products and large amounts of whole grains, legumes, fruits and vegetables (a "flexitarian" diet). Likewise, small amounts of veggies meats are also an acceptable part of a healthy diet.
But what is important to note from the research cited above is this: Grocery stores, restaurants and other food-sellers selling vegan foods can probably profit most by emphasising the health benefits of the vegan foods.