The Conflicting Data on Vegan Population Growth
When trying to determine if the number of vegans is decreasing, it is crucial to look at a variety of data sources and understand their nuances. The conversation has been muddled by selective reporting and a failure to distinguish between dedicated vegans and the larger, more influential plant-based consumer market.
Evidence Suggesting a Decline in Explicit Vegan Identification
Several studies have shown a dip in the number of people identifying as strictly vegan, particularly in Western nations. For instance, a 2023 Gallup poll revealed that only 1% of Americans identify as vegan, a decrease from 3% in 2018. Similarly, a GWI report in 2023 noted a 29% drop in vegan identification in Europe and 15% in the UK over two years. Google search trends also show that interest in the term 'veganism' peaked around late 2019 and early 2020 before showing a gradual decline.
The Rise of the Broader Plant-Based Market
In stark contrast to the above, the market for plant-based foods is flourishing. This indicates a significant shift towards reduced meat and dairy consumption, even if not a full transition to veganism. The global plant-based food market is projected to see significant growth in the coming years. Sales figures provide a compelling counter-narrative to claims of a decline in plant-based eating. For example, sales of plant-based milk and meat alternatives have seen impressive growth rates in recent years, outpacing conventional dairy and meat sales. In 2025, the annual Veganuary challenge, which encourages people to try a vegan diet for a month, saw record participation, with 25.8 million people worldwide trying veganism.
The Impact of Flexitarianism
One of the most important factors influencing these trends is the rise of the 'flexitarian' or 'meat-reducer' consumer. These individuals do not adhere to a strict vegan diet but actively seek out and purchase plant-based products. In Europe, many consumers are switching from veganism to a more flexible, flexitarian diet. This massive and growing consumer base is a primary driver behind the expansion of the plant-based market and food service offerings. The flexitarian demographic represents a larger and more accessible market for brands than the smaller group of committed vegans.
Factors Influencing Shifting Vegan Numbers
Several real-world factors contribute to the changing dietary landscape:
- Cost of Living Crisis: Economic pressures have made expensive, highly-processed meat and dairy alternatives less appealing, pushing consumers towards cheaper, whole-food options like beans, lentils, and vegetables. This has impacted sales of certain vegan products but not necessarily the overall interest in plant-based eating.
- Health and Wellness Focus: Consumers are increasingly focused on clean eating and less-processed foods. Some backlash has emerged against ultra-processed vegan meat analogues, which has created a challenge for some segments of the market. However, this has also driven demand for more natural, standalone plant-based products.
- Eco-Fatigue: Some research indicates a growing sense of climate change fatigue, with some consumers feeling that their personal choices have minimal impact. This can influence sustained dietary changes for those motivated by environmental concerns.
The Future of Veganism: A Blended Market
The available data suggests that a narrative of pure decline is misleading. Instead, the market is maturing and diversifying. A notable trend is the shift from a niche vegan identity to mainstream acceptance of plant-based foods, regardless of a consumer's underlying dietary label. As brands respond to this, the future is likely to feature a wider range of plant-based options integrated into conventional retail and dining, rather than a separate, rigid 'vegan' category.
Vegan vs. Plant-Based: A Comparison of Trends
| Aspect | Vegan Identity (Strict Adherence) | Plant-Based Market (Broader Trend) |
|---|---|---|
| Recent Trend (2023-2024) | Evidence of decline in some Western regions (e.g., US, UK). | Strong and consistent growth globally, projected to expand further. |
| Key Drivers | Primarily ethical or animal welfare concerns, with a focus on strict exclusion of all animal products. | Driven by a wider range of motivations, including health, environment, and food trends. |
| Consumer Base | Smaller, dedicated group. | Large and growing, primarily composed of flexitarians and omnivores seeking variety and healthier options. |
| Market Performance | Struggling sales for some specific alternative products. | Strong sales performance across many categories, including dairy alternatives and whole-food plant products. |
| Impact of Economy | Vulnerable to cost-of-living increases, as some processed alternatives carry a price premium. | Resilient, with a focus shifting to affordable staples like legumes and vegetables. |
Conclusion: More Complex Than a Simple Decline
The idea that the number of vegans is decreasing tells only one part of a more intricate story. While some surveys may show a dip in the number of individuals explicitly identifying as vegan in certain regions, this does not reflect a loss of interest in plant-based eating. The market is maturing, moving from a niche identity to a mainstream dietary choice for a larger population of flexitarians. Factors such as economic pressure, shifting health attitudes, and the increased availability of plant-based foods mean that the influence of plant-forward diets continues to grow, albeit in a more nuanced and blended form than a simple rise in strict vegan numbers would suggest. The long-term trajectory points towards a more widespread integration of plant-based foods, rather than a reversal of the trend.
Key Takeaways
- Mixed Data: While some regional polls show a dip in strict vegan identification, the broader plant-based food market is experiencing significant growth worldwide.
- Flexitarian Rise: The surge in flexitarianism, where consumers reduce but don't eliminate animal products, is driving market growth and shaping the food industry more than pure veganism.
- Economic Factors: The cost-of-living crisis has negatively impacted sales of premium plant-based substitutes, but has not halted the demand for more affordable whole-food plant options.
- Peak Search Interest: Google search interest for "veganism" peaked around 2019-2020 and has declined, but this doesn't capture the full picture of shifting dietary habits toward plant-based foods.
- Market Maturity: The plant-based market is evolving, with brands shifting from targeting strict vegans to attracting the broader, more lucrative audience of flexitarians and health-conscious consumers.
- Diverse Motivations: Modern consumers are driven by a variety of motivations, including health, environment, and ethics, moving beyond the traditional vegan focus on animal welfare alone.
- Positive Future Outlook: Despite short-term fluctuations, the long-term trend remains positive for the broader plant-based food sector, fueled by innovation and increased mainstream adoption.
