A fad or the new norm?

There’s fast food, and then there’s vegan fast food. Meatless Burgers, nuggets, hot dogs, and steaks - food that is not only considered healthy but comes highly recommended too. Plant-based living has finally come of age and has become a top trend as many people embrace a vegetarian or a vegan diet.

Over the past few years, the interest in veganism, in particular, has soared. Especially among millennials who are making conscious choices, not just for themselves but also for the world around them. But how is meat-loving America adapting to this trend? Is Veganism on the rise, or is it just a fleeting fad that will burn- out in a few years? Piplsay (powered by Market Cube) finds out*:

While vegetarianism was always a known diet, veganism started gaining popularity only about a decade ago. And America is no stranger to this fast-growing trend. Today, about 24% of Americans identify themselves as vegans or vegetarians, which is a significant number in itself. Surprisingly, youngsters in the age group of 18-24 years are the ones leading this ‘green’ trend (35%), followed by millennials (26%).

What’s interesting is that over 50% of Piplsay respondents are willing to make a switch to a plant-based diet in the future, even if under certain conditions. Here again, 18-24-year-olds form the majority, with a whopping 60% of them ready to become vegans or vegetarians in the future. Given this growing interest, it’s no wonder that supermarkets today are flooded with vegan products, while vegan cafes and restaurants are popping up by the dozens.

But what is prompting this change? For one, Americans are becoming more health-conscious, especially given the rising health risks, growing food allergies (most of which come from milk, eggs, fish, etc.), and rampant use of antibiotics. Secondly, there seems to be increasing awareness about the impact of meat consumption on animals and the environment. Many are even adopting a full-blown vegan lifestyle; one that not only excludes edible animal products but even animal-based or animal tested items like cosmetics, clothes, accessories, etc. It’s this conscious call of connecting wellness with an ethical, sustainable lifestyle, that is creating a demand for plant-based living.

According to reports, plant-based food sales in the United States grew by an impressive 20 percent** in 2018, while that of plant-based meat increased by 24%. In fact, the market for meatless meat is growing at a faster pace than veganism itself, as evidenced by the IPO of Beyond Meat earlier this year. Once mocked as an extreme subculture, veganism is fast becoming mainstream today as people increasingly spend on plant-based milk, meat, cheeses, and egg substitutes. Given the huge array of options available today, embracing the green diet has never been easier.

Based on 24,200 online responses, **PBFA

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