You’d have to be living underneath an avocado stone to think a vegan option is a limp salad or a dry bean burger. The growth of the plant-based food category is currently worth £572m and could boom to 7.7% of the global protein market in the next five years.
Greggs was the first major high street brand to offer meat-like vegan products with its alternative sausage roll back in 2019 and there followed high street brands such as Burger King, KFC and last in McDonalds, with their Beyond Meat McPlant burger, backed by the Vegan Society.
“I have been meat-free for 30 years and even just ten years ago, there were very few veggie or vegan options available,” explains Jane, who runs Kent-based meat free catering brand The Fat Carrot. “In my working experience there have been three things that have really driven the growth of the veggie market. The environmental issues of farming, the health benefits of a plant-based diet and compassion to animals.”
Social media, vegan influencers, and documentaries on the meat and fish industry have all played a part in fast growth of the movement, as Google reported that the term ‘vegan food near me’ experienced more than as 5,000-percent increase in 2021.
“I think a lot of it has to do with today’s generation,” explains Grace who runs Vegan Antics in Gravesend. “Young people today are far more open minded, empathetic and just more aware in general about the happenings of the world. I think therefore a lot of young people are choosing veganism because they are wanting to do less harm to both the animals and the planet. Bigger companies are now offering more options, which makes veganism accessible.”
Vegan ingredients can be both surprising and innovative and easier to come by than originally assumed – with many well-known brands being naturally vegan friendly.
“My favourite things to use are butternut squash, beetroot and dark chocolate – not in the same dish!” says Jane. “Plus, accidently vegan ingredients like Oreos are fun to bake with!”. Grace adds: “Aquafaba is the best ingredient. Believe it or not it is chickpea water, but you can turn it into meringue!”
So where does the future of veganism lie? A report by supermarket Sainsburys predicted that by 2025, out of all UK consumers, vegans and vegetarians would make up a quarter of the British population whilst flexitarians would make up just under half, so the once rare ‘lifestyle’ choice is growing significantly into the mainstream.
With vegan options now proving popular in meat-famed fast food joints and new innovations – like realistic vegan eggs and vegan seafood – well underway, the sector looks set to experience increased growth in the not too distant future.
Veganism: The Stats
- Half a million Brits signed up to Veganuary in 2021
- In 2021 Deliveroo saw the number of vegan restaurants on its app more than double
- Participating McDonalds restaurants sold 70 McPlant Burgers every day since launch
- 2 million British adults follow a meat-free diet
- In 2021 62% of adults in the UK had purchased plant milk.
- Sainsbury’s sales of its vegan cheeses sold over 300% of predicted sales
- The global vegan meat market is expected to be worth $8.3 billion by 2025
Veganuary runs throughout January.
Find out more about Vegan Antics and The Fat Carrot.