Is veganism increasing or declining? An in-depth look at global trends

According to collaborative research by YouGov and Veganuary, approximately 25.8 million people globally tried veganism during January 2025 alone. However, determining if veganism is increasing or declining is complex, requiring a deeper look at shifting dietary habits worldwide.

Quick Summary

The vegan landscape is evolving, marked by a rise in flexitarianism and steady growth in the plant-based market, even as the number of committed vegans stabilizes or slightly fluctuates.

Key Points

• Broad Shift: While strict vegan numbers may have plateaued, the overall trend toward plant-based eating is increasing significantly, driven by a surge in flexitarianism.

• Flexitarianism is Key: The growing population of flexitarians is the primary engine of market growth and mainstream dietary change.

• Motivations Vary: Health and environmental concerns drive many to reduce animal products, while animal welfare motivates ethical vegans.

• Market Resilience: The overall plant-based food market is expanding and becoming more accessible.

• Retention Challenges: Retaining individuals in strict veganism remains a hurdle due to factors like convenience, cost, and taste.

The Bigger Picture: Beyond Binary Growth

While headlines may suggest a slowdown or even decline in strict veganism, the overall trend towards reduced meat and dairy consumption is strong and ongoing. Several key data points highlight this nuance:

• Plateau in Strict Veganism: Some analysis, such as that by consumer intelligence firm GWI and Google Trends, indicates that the rapid growth in the number of people identifying as vegan peaked around 2019-2020 and has since plateaued or slightly decreased in some Western markets. This suggests that while initial adoption surged, retaining new converts is a challenge.
• Explosion of Flexitarianism: The dominant force reshaping the market is the flexitarian movement—individuals who consciously reduce their intake of animal products without fully eliminating them. Surveys consistently show a large percentage of the population is actively cutting down on meat or dairy for health, environmental, or ethical reasons. This group is the primary driver of plant-based market expansion.
• Plant-Based Market Expansion: Retail sales for plant-based food continue to grow robustly. For example, the U.S. plant-based market has seen significant sales increases over the past few years. This market growth is happening even as sales of some specific plant-based items, like chilled meat alternatives, have faced recent headwinds due to economic factors and market correction.

Why The Shift Towards Plant-Based Diets?

Numerous factors contribute to the increasing popularity of plant-based lifestyles, even if they don't always result in lifelong veganism. The main drivers include:

• Health and Wellness: Consumers are increasingly aware of the health benefits of plant-heavy diets, which can include lower cholesterol and a reduced risk of chronic diseases. Many use the vegan label as a proxy for healthy eating.
• Environmental Concerns: With growing awareness of climate change and the environmental impact of animal agriculture, many people are turning to plant-based options to lower their carbon footprint and reduce resource consumption.
• Animal Welfare: For many, the ethical treatment of animals remains the central reason for adopting a vegan lifestyle. Documentaries and increased public discourse have been highly influential in this regard.
• Increased Accessibility: The market for plant-based products has exploded, making it easier than ever for consumers to try alternatives. Fast-food chains and supermarkets now offer numerous vegan options, normalizing the choice.

Challenges That Contribute to Attrition

While many people explore plant-based eating, keeping them fully committed to a strict vegan diet proves difficult. Common reasons for reverting to an omnivorous diet include:

• Inconvenience and Social Pressure: Navigating social situations, dining out, and finding convenient options can be difficult.
• Cost: While a whole-foods, plant-based diet can be inexpensive, specialized vegan products can be costly.
• Nutritional Mismanagement: Poorly planned vegan diets can lead to deficiencies in key nutrients.
• Taste and Texture: Some find the taste and texture of plant-based alternatives to be subpar.

The Evolving Food Market: Flexitarianism vs. Dedicated Veganism

The divergence between the market catering to dedicated vegans and the larger, more lucrative flexitarian segment is a crucial trend. The market is increasingly focused on attracting meat-eaters and flexitarians with appealing, high-quality alternatives, rather than solely serving a niche vegan audience.

Feature	Strict Veganism	Flexitarianism (Plant-Forward)
Market Impact	Drives niche product innovation; smaller, but committed, consumer base.	Fuels massive market growth; influences mainstream food industry offerings.
Key Motivators	Primarily ethical/animal welfare, plus health and environment.	Health and environmental concerns are dominant, with ethical reasons often secondary.
Commitment Level	Permanent, lifestyle-based commitment (avoids all animal products).	Flexible, often temporary or partial, reduction of animal product consumption.
Challenges	Social friction, dining out difficulty, potential nutrient gaps.	Cost of specialty items, perceived inconvenience, possible lower motivation.

Conclusion: More Plant-Based, Fewer Labels

To answer the question "Is veganism increasing or declining?" requires distinguishing between a lifestyle and a broader dietary shift. The number of people committed to strict, ethical veganism may have plateaued after its initial surge. However, the overall movement towards plant-based consumption is definitively expanding, driven by the far larger and still-growing flexitarian population. The food industry's response to this trend is clear: more plant-based products, easier availability, and a normalization of meat-free eating. The future suggests not a planet of strict vegans, but a world where plant-based meals are a routine choice for a significant portion of the global population.

For more statistics and information, consult the {Link: Vegan Society https://www.vegansociety.com/news/media/statistics/worldwide}.

The Future of Plant-Based Eating

• Market Growth: The plant-based market continues its expansion, fueled by consumer engagement and repeat purchases.
• Motivating Factors: While ethical concerns remain key for committed vegans, health and environmental reasons are major drivers for the broader flexitarian shift.
• Flexitarian Rise: The growth of flexitarianism is the most significant trend changing the food industry landscape.
• Increased Accessibility: Vegan options are increasingly available in fast-food restaurants, supermarkets, and dining establishments.
• Innovation: Food technology improves vegan alternatives.
• Challenges Remain: Issues like inconvenience, cost, and ensuring proper nutrition still present hurdles.

FAQs

Question: Is veganism a fad or a long-term trend? Answer: While strict veganism saw a rapid spike that has since leveled, the broader plant-based eating trend is a sustained, long-term shift. It's driven by fundamental consumer changes around health, sustainability, and ethics.

Question: Why do some people stop being vegan? Answer: Reasons include inconvenience, limited dining options, cost of specialty products, social challenges, and nutritional concerns if not properly managed.

Question: What is a 'flexitarian' diet? Answer: A flexitarian follows a diet that is primarily plant-based but occasionally includes meat and other animal products.

Question: How is the plant-based market performing? Answer: The plant-based market shows strong growth, with sales figures expanding.

Question: Are younger generations more likely to be vegan or plant-based? Answer: Yes, studies show younger generations are more likely to be vegan or follow a plant-based diet.

Question: Is it true that meat producers are getting involved in the plant-based market? Answer: Yes, many traditional meat and dairy producers are investing in plant-based food lines.

Question: What role do campaigns like Veganuary play in these trends? Answer: Campaigns like Veganuary are influential, encouraging millions to try veganism for a short period, often leading to reduced animal product consumption long-term.

Question: Are plant-based alternatives healthier than traditional meat or dairy? Answer: While many plant-based options can be part of a healthy diet, it depends on the specific product; some can be highly processed. Whole foods are generally the healthiest components.

Frequently Asked Questions

Is veganism a fad or a long-term trend?

While strict veganism saw a rapid spike that has since leveled, the broader plant-based eating trend is a sustained, long-term shift. It's driven by fundamental consumer changes around health, sustainability, and ethics.

Why do some people stop being vegan?

Reasons include inconvenience, limited dining options, cost of specialty products, social challenges, and nutritional concerns if not properly managed.

What is a 'flexitarian' diet?

A flexitarian follows a diet that is primarily plant-based but occasionally includes meat and other animal products.

How is the plant-based market performing?

The plant-based market shows strong growth, with sales figures expanding.

Are younger generations more likely to be vegan or plant-based?

Yes, studies show younger generations are more likely to be vegan or follow a plant-based diet.

Is it true that meat producers are getting involved in the plant-based market?

Yes, many traditional meat and dairy producers are investing in plant-based food lines.

What role do campaigns like Veganuary play in these trends?

Campaigns like Veganuary are influential, encouraging millions to try veganism for a short period, often leading to reduced animal product consumption long-term.

Are plant-based alternatives healthier than traditional meat or dairy?

While many plant-based options can be part of a healthy diet, it depends on the specific product; some can be highly processed. Whole foods are generally the healthiest components.