Veganism’s Rise, Reckoning & Road Ahead

Veganism has deep roots, tracing back centuries to ancient cultures that embraced spiritual, ethical, and non-violent principles. For most of its history, it lingered on the fringes, adopted by radical countercultures advocating for a return to nature, holistic living, and animal rights.?

Then, everything changed. Veganism exploded into the mainstream in the 2010s, fuelled by the power of celebrity endorsements and hard-hitting documentaries like Forks Over Knives, Cowspiracy, and The Game Changers. What was once a fringe diet, was becoming a full-blown cultural movement.?

Between 2004 and 2019, the number of vegans in the US soared from 290,000 to nearly 10 million, and, as public interest grew, so did the number of plant-based products.?As businesses scrambled to capitalise on this rapidly growing trend, new brands quickly appeared, disrupting categories, championing a new future and attaining cult status among the cool and the conscious.?

Though the growth of veganism has plateaued, influenced by factors such as the COVID-19 pandemic, rising living costs, growing nutritional concerns (such as UPF), and the ever-escalating climate crisis, a once niche, ethical stance is now a mainstream dietary choice, relevant to millions of consumers globally.?However, this evolution has left veganism at a crossroads, grappling with a heritage that seems to have been forgotten, and a future that has to reconcile the diverse attitudes, identity and needs of an expansive new audience.? ?

Today, the vegan landscape is driven by a complex tapestry of motivations that have evolved far beyond its original ethical roots – from environmental to physiological, social to psychological, as well as cultural, religious, and economic factors. As a result, it’s impossible to categorise vegans under a single umbrella – a mistake that many quick-to-market brands have made. ? ? For instance, ethical vegans typically avoid all animal products, but within that group, there are further distinctions. Feminist Vegans, view the oppression of animals as deeply connected to the exploitation of female reproductive systems – both in animals and in human contexts. Then, there are Intersectional Vegans, who believe that the fight for animal liberation must be intertwined with the fight to end human oppression, addressing systems of racism, sexism, and classism. Similarly, Social Justice Vegans advocate not only for the rights of animals but also challenge the commodification of all sentient beings, promoting a broader vision of justice and equality.??

This diversity reflects the new and increasingly complex landscape of veganism, where a one-size-fits-all approach to products and messaging is no longer effective. Brands need to identify and engage with the specific needs of different vegan consumers, or risk drowning in a sea of sameness, with generic messaging that fails to connect with their audience.?

Looking ahead, innovations like lab-grown meat and advancements in food technology will further complicate the market, pushing vegan food brands to identify their place in this new landscape.??

This isn’t just about keeping up with trends, it’s about leading change. Those who grasp the complexity of modern veganism and align with the deeper motivations behind it will shape the next wave of growth.?

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