Veganism: A Global Dietary Shift?

While no country has yet to adopt a fully vegan diet, some countries are pushing plant-based diets more than others. Germany, for example, has acknowledged that its meat consumption is too high from both a nutritional and sustainability standpoint. In 2022, the country's federal minister of food and agriculture proposed a new National Nutrition Strategy, which includes goals for the country to go carbon neutral by 2045 and ensure that 30% of agricultural goods come from organic farming by 2030.

In the US, several states and cities have embraced plant-based diets. For instance, in 2022, California invested $700 million in plant-based school meals, and Illinois passed legislation that will give nearly 2 million children access to plant-based school lunches. Outside of the US, countries like Taiwan, Denmark, Canada, and Finland have also been investing in and supporting the plant-based food sector.

Germany's National Nutrition Strategy

• Increasing the consumption of plant-based products and reducing the intake of highly processed foods high in fat, sugar, and salt.
• Reducing meat consumption, particularly in communal catering settings such as hospitals, schools, and canteens, and shifting towards more plant-based options.
• Promoting seasonal, regional, and organically produced food, with a goal of having 30% of agricultural land farmed organically by 2030.
• Halving food waste along the entire supply chain.
• Improving consumer information on the nutritional value of products and promoting healthier recipes for ready meals.

The German government's strategy has received mixed reactions. Some critics argue that it lacks concrete measures and is an attempt to dictate dietary choices. However, others support the plan's focus on creating a health-promoting and sustainable nutrition environment, addressing health inequalities, and reducing the environmental impact of food production.

Germany is not alone in its push for plant-based diets. Several other countries and cities, including the US, Canada, Denmark, Taiwan, the Netherlands, Finland, and some cities in India, have also taken steps to promote plant-based food consumption and support alternative protein development.

Veganism in the US

Veganism is gaining momentum in the US, with a growing number of people adopting plant-based diets and lifestyles. The number of Americans identifying as vegan has increased by 3000% in the past 15 years, rising from 290,000 in 2004 to approximately 9.7-10 million in 2023. This represents around 10% of the US population, or 12.27% when including vegetarians. This trend is expected to continue, with projections indicating that the vegan population will surpass 12 million by 2030.

Several factors contribute to the rise of veganism in the US. Health is the primary driver, with plant-based diets associated with improved cholesterol, heart health, and overall well-being. Environmental concerns and ethical considerations, such as reducing carbon footprints and avoiding animal cruelty, also play a significant role. The influence of celebrities and the increasing convenience of plant-based options further fuel the shift towards veganism.

The vegan food market in the US is thriving, valued at approximately $10.5 billion to $11 billion in 2023 and projected to grow at a compound annual growth rate of 12% through 2030. The meat-free and dairy alternative segments are significant contributors, with consumers increasingly opting for plant-based meat and dairy-free products. The distribution of vegan products is facilitated through both online sales and traditional grocery stores, ensuring their accessibility to a wider range of consumers.

Veganism is more prevalent in urban areas like New York, Los Angeles, and Portland, while rural areas have lower adoption rates due to limited access to vegan products. Income levels also impact access, with higher-income households more likely to afford premium plant-based alternatives. However, challenges such as higher costs and limited access in food deserts may restrict the adoption of veganism in certain communities.

To promote plant-based diets, several states and cities in the US have taken initiatives. New York City public schools introduced Vegan Fridays, serving plant-based meals to 930,000 children every Friday. California invested $700 million in plant-based school meals, and Illinois passed legislation providing nearly 2 million children with access to plant-based school lunches. Additionally, Washington, DC, celebrated its first vegan restaurant week, highlighting the health and environmental benefits of plant-centric eating.

Veganism in the UK

The vegan population in the UK is estimated to be around 3-5% of the adult population in 2023, reflecting a notable increase from 1% in 2016. This growth is driven by several factors, including health consciousness, environmental concerns, and ethical considerations related to animal welfare. The rise of flexitarianism, where individuals primarily eat plant-based but occasionally consume animal products, has also contributed to the expansion of the vegan market.

To cater to the growing demand, supermarkets and retailers have significantly increased their vegan offerings. Tesco, for instance, introduced over 100 new vegan products in 2023. The UK market for meat substitutes is the largest in Europe, valued at £623 million in 2023 and projected to reach £524 million by 2024. Popular products include plant-based burgers, sausages, and chicken alternatives from brands like Quorn and Beyond Meat.

The UK's vegan restaurant industry is also thriving, with 19,774 vegan restaurants across the country, according to HappyCow. Additionally, vegan takeaway orders have surged, indicating the increasing integration of veganism into British consumers' lifestyles.

Veganism in the Middle East

Veganism is becoming increasingly popular in the Middle East, with a growing number of people adopting a plant-based diet for health, environmental, and ethical reasons. Several countries in the region are seeing a rise in veganism, with a variety of vegan restaurants, cafes, and food options becoming available.

One of the pioneers of the vegan movement in the Middle East is Prince Khaled Bin Alwaleed of Saudi Arabia, who announced plans to open nearly a dozen vegan restaurants throughout the region. Prince Khaled, who is the son of one of the world's wealthiest people, has invested in vegan businesses and promoted the benefits of a plant-based diet. He has been named one of the world's top influencers towards veganism and played a role in bringing the first vegan restaurant to the Middle East with Bahrain's Plant Cafe.

In addition to Saudi Arabia, other countries in the Middle East are also embracing veganism. In the United Arab Emirates (UAE), there are numerous vegan-friendly options, including restaurants, cafes, delivery food plans, and supermarkets. Kuwait has also joined the trend, with places like Juna's Eatery, OVO, and Be Good offering vegan and vegetarian dishes.

Traditional Middle Eastern cuisine already includes many vegetarian dishes, such as falafel, foul, koshary, molokheya, and mossakka. However, meat has long been a delicacy and a symbol of celebration in Arab culture. Despite this, a growing number of Arabs are embracing veganism, driven by health and environmental concerns, as well as a desire to reduce animal cruelty.

The Middle East has some of the highest obesity rates in the world, and the region is also vulnerable to the impacts of climate change. Adopting a plant-based diet is seen as a way to address both of these issues. Research suggests that a vegan diet can reduce an individual's carbon footprint and help combat climate change, while also improving health and reducing the risk of certain diseases.

Veganism in Asia

Veganism is on the rise in Asia, with new vegetarian and vegan product launches in Southeast Asia increasing by 440% since 2016. China is a market leader in this regard, with an ever-increasing population of young, middle-class consumers seeking healthier options. According to a recent survey, Chinese and Indian consumers are "extremely likely" to try plant-based alternatives, demonstrating higher openness than American participants. This shift is driven by several factors, including increased global attention to the climate crisis, younger generations being more attuned to ethical and environmental concerns, and the rise of social media, which has played a significant role in raising awareness about animal cruelty.

China

In China, plant-based startups such as Oatly have entered the market, alongside homegrown alternatives such as Zhenmeat and Hong Kong's Omnipork. Even established food manufacturers like Nongfu Spring have launched vegan ranges, including vegan yogurt alternatives. China also has a wide variety of Buddhist mock meats made from plant grains, which can be found in Chinese supermarkets worldwide.

India

India offers plentiful vegan food options, with egg, curd, and paneer (Indian cheese) typically found on the 'non-veg' menu, and a separate 'veg only' menu. Indian pancakes called dosa or their thicker cousin, oothapam, are plant-based and can be filled with various toppings. Curries and dals are also a delicious vegan option, and India's street food often provides vegan snacks like samosas, bhajis, and puri breads filled with dals.

Southeast Asia

Southeast Asia is also a vegan paradise, with countries like Thailand, Cambodia, and Indonesia offering a variety of vegan-friendly dishes. In Thailand, Pad Thai can be made vegan by asking for it 'jay' to omit any seafood additions like fish sauce. Similarly, Pad Kaprow, a classic Thai dish with holy basil, can be made vegan by asking for it 'jay' to leave out the fish sauce. Indonesian student staples like rice balls, tempeh skewers, and green jackfruit curry can be found in the malls of Kuala Lumpur and Jakarta, and student hangouts across Southeast Asia.

Taiwan

In January 2023, Taiwan passed a climate bill that specifically referenced the promotion of plant-based, low-carbon diets, demonstrating governmental support for veganism.

Singapore

Singapore has a roaring vegan scene, with all-vegan eateries like VeganBurg, Genesis Vegan Restaurant, and Loving Hut offering a variety of plant-based dishes, from burgers and vegan cheesecake to traditional dishes like nyonya laksa and mee pok.

Hong Kong

Hong Kong has also seen an explosion in vegan dining options, with restaurants offering meat-free "chicken" satay skewers, vegan fried eggs, and dairy-free dim sum. Green Common is an all-vegetarian supermarket in Hong Kong that sells vegan meats and dairy-free cheeses.

Philippines

Makati, the Philippines' financial district, is a vegan hub, with all-vegan restaurants like Greenery Kitchen, Juicesabel, and Green Bar offering vegan versions of traditional Pinoy dishes and Western favorites.

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