Vegan Industry Insights

Welcome to our new newsletter - Vegan Industry Insights by the Vegan Trademark. We are dedicated to bringing you the latest news and updates on all things vegan in business. As the demand for vegan products continues to skyrocket, it's important for businesses to stay ahead of the curve and understand the key trends shaping the industry. Whether you work with vegan products or are simply interested in keeping on top of the trends, our newsletter is your new go-to source.

Keep reading to find out this month’s insights:

Veganuary 2023

Continuing to cement itself as one of the most important months in the retail calendar, our friends at Veganuary celebrated another record breaking year with:

• ?Over 700,000 people officially signed up from nearly every country in the world.
• ?A 2022 YouGov survey that found that 9% of Brits had ever participated in Veganuary since the campaign began in January 2014.
• The campaign's social media presence is also growing rapidly, with #Veganuary having been viewed on TikTok over 900 million times, and over 300 million people engaging with Veganuary's international social media channels in January 2023.

Feeling inspired? It’s not too early to start thinking about how your brand can benefit from Veganuary 2024. Keep an eye out in the coming months for our tips on the best way to utilise Veganuary for your brand.

Growth of Veganism across Europe

Recent figures have shown that the vegan market is continuing to boom across Europe, despite the soaring cost of living. There have been numerous reports recently that showcase just how well the vegan market is performing across the continent:

• According to a recent Mintel study looking at the public’s thoughts on the benefits of eating less meat, 43% of UK consumers believe it's a good way to save money. This is up from 27% in 2021, overtaking “better for the environment” which came in at 41%.
• Veganism in Germany is on the rise with the total number of people identifying as vegan in 2022 reaching 1.5 million. The German federal health minister has called for an 80% reduction in meat consumption.
• 1 in 5 Belgians is already eating vegetable proteins as an alternative to meat, with 25% wanting to eat more plant-based options and considering hybrid meats.
• Restaurants are leading the way in the vegan industry. According to the latest figures from Lumina Intelligence , only 20% of dishes served at restaurant chains last summer contained meat, which is a 4% drop from last spring. Another recent survey also found a growing number of chefs are reducing their own meat consumption, with 33% saying they're reducing their meat intake, and 15% identifying as vegan or vegetarian.

30 years since veganism was recognised in UK law

The 10th February 2023 marked 30 years since veganism was first identified in law. In seeking to exclude all forms of exploitation of animals from their lives, vegans may be confronted with challenges or discrimination in environments like their workplace or place of education, or when accessing public services like healthcare. Veganism is recognised as a protected belief under British law, meaning vegans are able to challenge situations in which they are being asked to act against their ethical stance.

Article 9 of the European Convention of Human Rights was first used as a basis to defend vegan rights on 10 February 1993 when C.W., a vegan prisoner, took the United Kingdom government to court. C.W. alleged that they were forced to work in the prison print shop, which, they argued, contravened their right to freedom of belief because they would encounter dyes that had been tested on non-human animals.

Ultimately, the Court decided that the work did not breach C.W.’s rights. Importantly, however, this case highlighted that the convictions of vegans regarding animal welfare fell within the scope of Article 9 and, in 2020, this finding would assist in the confirmation that veganism is also protected under British equality law.

Find out more information about this important topic from our Research Advisory Committee (RAC) member, Dr Jeanette Rowley, who explores the importance of human rights to legal protection for vegans under British equality law here: https://www.vegansociety.com/get-involved/research/research-news/celebrating-30-years-legal-recognition-veganism ?

The Vegan Society Grants programme

Exciting news as we reopen The Vegan Society Grant for 2023. Applications are open to individuals and grassroots organisations to support projects which will encourage non-vegans to go, and stay, vegan. The projects are based across the globe, with a particular emphasis on those based in economically developing countries.

A typical award is ￡1000 which is granted to projects that meet our criteria and are selected by our cross-department panel. These projects are as unique and varied as the individual members of the vegan community who coordinate them: from radio shows to school take-overs, cooking courses, festivals, competitions and vegan workshops. With the help of our funds, these ideas are brought to life and people all over the world get the opportunity to learn about veganism from their peers, neighbours and friends.

Find out more about the programme here: https://www.vegansociety.com/news/blog/vegan-society-grants-programme

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Want to make sure your vegan products are accessible to consumers? Shout about your credentials with confidence with the Vegan Trademark.

Visit https://www.vegansociety.com/the-vegan-trademark for more information.

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