Veganism in 2019

October 05, 2019

Veganism in 2019

According to theeconomist, for the past half-century, veganism has been a minority within a minority. In America in 2015, according to one survey, 3.4% of the population were vegetarian and just 0.4% were vegan. But 2019 will be the year veganism goes mainstream.

Interest in a way of life in which people eschew not just meat and leather, but all animal products including eggs, wool and silk, is soaring, especially among millennials. Fully a quarter of 25- to 34-year-old Americans say they are vegans or vegetarians.

The business of providing vegan meals is booming. McDonald’s has started selling McVegan burgers. Sales of vegan foods in America in the year to June 2018 rose ten times faster than food sales as a whole. Giant food firms are clambering onto the bandwagon, creating vegan lines of their own, buying startups, or both. Tyson Foods, a meat behemoth, has a 5% stake in Beyond Meat, which sells meat-free patties to TGI Friday’s, a restaurant chain. Even Big Meat is going vegan, it seems.

The school district of Los Angeles, America’s second-largest, will start serving vegan meals in all its schools during the 2018-19 academic year. In its annual meeting in 2018, the American Medical Association called on hospitals to offer more such meals. But most national governments have been reluctant to encourage veganism. That could start to change in 2019 when the European Commission, at last, begins the process of formally defining what counts as vegan (and vegetarian) food, providing a measure of legal certainty.

At the same time, vegan firms are making meat substitutes that actually look and taste like meat. Beyond Meat’s patties ooze with blood made of beetroot juice. When a vegan steak made by a Dutch firm, Vivera, arrived on supermarket shelves in June, 40,000 were sold within a week. If plant-based “meats” take off, they could become a transformative technology, improving Westerners’ protein-heavy diets, reducing the environmental hoofprint of animal husbandry and perhaps even cutting the cost of food in poor countries.

It is predicted that by 2040 only 40% of the global population will be consuming meat, with 35% consuming clean (lab) meat and 25% vegan meat replacements. 

  • Between 2012 and 2016 there was a 185% increase in the number of vegan products launched in the UK.  Adverts for vegan job roles increased by 123% in 2018.
  • Dairy giant Danone invested $60 million in dairy-free products. 
  • America’s largest meat processor Tyson Foods invested in vegan brand Beyond Meat. Source
  • Ben & Jerry’s, Breyers and HäagenDazs all offer vegan ice cream.
  • McDonald’s offers a vegan Happy Meal in the UK, including a breaded red pesto goujon wrap, and a vegan burger in the US. 
  • KFC has launched vegan nuggets in the US and a vegan burger in the UK. Sources: [1], [2]
  • USA: Burger company Bareburger announced that it will open a vegan chain and remove some of its meat options from the menu. 
  • USA: Elmhurst Dairy, a century-old company whose dairy milk could be found everywhere from Manhattan Starbucks cafés to 1,400 different public schools citywide, reinvented itself as a plant milk start-up in 2016 because – in its CEO’s words – “milk has sort of gone out of style” and he said he had worked to keep the plant open “long past the years that it was economically viable”. 

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