Gen Z's Impact on Veganism: Health Focus, Challenges and Future Trends

Veganism is experiencing a surge in popularity, largely driven by Generation Z (Gen Z), who are at the forefront of this global movement. Health concerns have emerged as the primary motivation for vegan Gen Zers, as revealed by a study conducted by the Medical Inspiration Daily for Stronger Society (MIDSS). However, animal welfare and environmental factors also play a significant role in their decision to adopt a plant-based diet. As this generation embraces veganism, challenges and opportunities arise, and the future of the movement takes shape.

The MIDSS study highlights that health considerations are the leading driver behind Gen Z's choice to go vegan. The study found that over half (52.1%) of the vegan respondents cited health as their main reason for adopting a plant-based diet. Gen Z recognises the potential benefits of eliminating animal proteins from their meals, such as reducing the risk of chronic diseases like cardiovascular ailments and diabetes. Prioritising personal well-being, they view veganism as a positive lifestyle choice.

Despite the challenges, the majority of vegan Gen Zers express a commitment to maintaining their vegan lifestyle in the coming years. They view veganism as a positive and sustainable way of living. However, a MIDSS finding reveals that 79% of non-vegans surveyed do not plan to transition to a vegan diet within the next five years. The primary reasons cited are the inability to give up meat and concerns about potential nutritional deficiencies, particularly Vitamin B12, which is exclusively found in animal protein.

Yelena Wheeler predicts a continued increase in the adoption of plant-based diets, driven by factors such as sustainability, environmental concerns, and cost considerations. The trend toward change is looming, indicating a shift towards more plant-based meals within daily diets. Supporting this notion, McKinsey research forecasts that lab-grown meat, an alternative to traditional animal-based products, will become a $25 billion global industry by 2030. Notably, a survey conducted by McKinsey found that 87% of those willing to purchase meat alternatives were Gen Zers, further highlighting their influence.

While the popularity of lab-grown meat is growing globally, some countries face challenges in accepting this new form of alternative protein. Italy, for instance, recently introduced a draft law to ban the production and sale of lab-grown meat, citing cultural heritage concerns. This stance puts Italy at odds with other European nations eager to explore the benefits of cultivated meat. However, Gen Z's inclination to forgo meat consumption is evident in Great Britain, where they are identified as the generation most likely to abstain from meat in 2023, according to a study conducted by Statista.

Generation Z's impact on veganism is multifaceted, with health concerns taking centre stage. While Gen Z vegans prioritise personal well-being, animal welfare and environmental considerations also shape their dietary choices. Challenges arise in adopting a healthy vegan lifestyle, necessitating research and professional guidance. Despite a portion of non-vegans expressing hesitance to embrace veganism, Gen Z's commitment to veganism and their influence on alternative protein trends highlight the long-term prospects of plant-based diets. As the movement continues to evolve, the global market for vegan products and alternatives is poised for significant growth.