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The Rise of Vegan and Vegetarian Food

12 April 2021 by Maria Mascaraque, Euromonitor International


Plant-based foods are growing fast across the globe and especially in Western markets. This boom is associated with a growing flexitarian consumer base. According to Euromonitor’s Health and Nutrition Survey, fielded in 2020, consumers who are restricting certain animal-based products, but not following a strict vegan or vegetarian diet, account for 42% of global consumers, while vegans and vegetarians constitute a much smaller group, accounting for 4% and 6%, respectively.

There is also a clear generational pattern among consumers restricting animal-based products from their diets with 54% of Generation Z avoiding meat or other animal-based products versus 34% of baby boomers.

The transition towards more plant-based claims is underway

How to position plant-based products remains a challenge. While vegetarian and vegan claims are the most popular in the packaged food industry as per Euromonitor’s Product Claims and Positioning research, plant-based as a claim lags behind in all regions. This is interesting as the term “plant-based” can be perceived as a more inclusive and appealing term. It aligns with the societal discourse of following lifestyles that reduce animal-based products but do not necessarily eliminate them completely from the diet.

Read the rest of the report here.

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