2022: The biggest growth in Veganism

How and Why was the Vegan Movement so powerful in 2022

In 2022, the vegan movement gained significant traction and demonstrated remarkable influence on a global scale. This surge in popularity and power was driven by a convergence of factors that resonated with a broad spectrum of individuals, transcending dietary choices to encompass ethical, environmental, and health considerations.

What are the numbers?

According to VeganSociety.com

• The sign-ups for the Veganuary campaign – where people eat vegan for the month of January – hit record highs in 2022, with over 700,000 people signing up from almost every country in the world. In comparison, there were 692,000 participants in 2022, 582,000 participants in 2021, 400,000 participants in 2020, 250,000 in 2019, 168,500 in 2018, 59,500 in 2017, 23,000 in 2016, 12,800 in 2015 and 3,300 in 2014. Sources: [1], [2], [3]
• In 2023, Germany was the leading source of searches about veganism according to Google Trends, followed by Austria and the UK. Source 
• In 2022, The Good Food Institute reported that global retail sales of plant-based meat products were $6.1 billion. Source
• A global survey conducted in 2021 by Rakuten found that 81% of consumers had tried plant-based milk, 48% had tried other dairy alternatives, 44% had tried vegan meat alternatives and 25% had tried a vegan egg replacement. Source 
• In a 2021 global survey by NSF, 88% of food industry practitioners said that they expect demand for plant-based products to increase. 74% said they thought consumers choose plant-based for a healthier lifestyle and 60% believed it’s to be more environmentally friendly.  Source 
• Google searches for “vegan food near me” experienced a more than 5000% increase in 2021. Source
• In 2020, Vegconomist reported that the vegan “leather” market is set to be worth nearly $90 billion (US) by 2025. Source

What made it so big?

The ethical dimension of veganism became a focal point for many, as a growing number of people became increasingly concerned about the treatment of animals in industrial farming. Documentaries, social media campaigns, and activism efforts exposed the harsh realities of factory farming, prompting a collective moral reckoning. As awareness spread, individuals who had not previously considered the ethical implications of their food choices were compelled to reevaluate their dietary habits, contributing to the momentum of the vegan movement.

Environmental sustainability also played a pivotal role in the movement’s ascendancy. The detrimental impact of animal agriculture on the environment, including deforestation, greenhouse gas emissions, and water pollution, gained prominence in public discourse. As global environmental concerns intensified, individuals sought solutions within their personal spheres of influence. Adopting a vegan lifestyle emerged as a tangible and impactful way for individuals to reduce their ecological footprint. This connection between personal choices and planetary well-being resonated deeply, fostering a sense of collective responsibility and driving the widespread adoption of veganism.

Health considerations further fueled the momentum of the vegan movement. A growing body of scientific research highlighted the potential health benefits associated with plant-based diets, including reduced risks of heart disease, diabetes, and certain cancers. As individuals increasingly sought ways to enhance their well-being and prevent chronic diseases, veganism emerged as a viable and appealing option. Celebrities, athletes, and influencers openly embracing and promoting vegan lifestyles served as powerful role models, further legitimizing the movement in mainstream culture.

The power of social media cannot be overstated in the rise of the vegan movement. Platforms such as Instagram, Twitter, and TikTok provided a dynamic space for influencers, activists, and everyday individuals to share their vegan journeys, recipes, and advocacy efforts. The visual appeal of plant-based meals and the compelling narratives of personal transformations resonated with a diverse and global audience, effectively normalizing and popularizing veganism.

Additionally, the food industry responded to the growing demand for plant-based options. Major food corporations, restaurants, and fast-food chains introduced an array of innovative and delicious vegan products, making it easier for individuals to make the transition to a plant-based diet without compromising taste or convenience. This increased accessibility of vegan options in mainstream food establishments contributed to the movement’s prevalence and power.

In summary, the vegan movement’s ascendancy in 2022 was a result of its multifaceted appeal, encompassing ethical considerations, environmental consciousness, health benefits, and the influential role of social media. The convergence of these factors created a powerful synergy that not only transformed individual dietary choices but also influenced cultural norms and societal perspectives on food and sustainability.

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