Vegan Statistics | Veganism Around the World

Worldwide growth of veganism

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» Worldwide growth of veganism

Please find below a selection of statistics about veganism, both in the UK and around the world.

Disclaimer: This is a collation of third party sources about topics connected to veganism. Some of the links are not to the original sources; we are sharing them to help journalists or researchers with their research and because they may form a helpful starting point. We are aware that there are many knowledge gaps when trying to understand how the vegan movement is developing worldwide and are working towards resolving these.

Worldwide growth of veganism

  • The sign-ups for the Veganuary campaign - where people eat vegan for the month of January - hit record highs in 2022, with over 629,000 people signing up from 228 countries and territories. In comparison, there were 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] 
  • 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 
  • In 2021, the UK was the leading source of searches about veganism according to Google Trends, followed by Germany and Austria. Source 
  • Google searches for “vegan food near me” experienced a more than 5000% increase in 2021. Source
  • The alternative protein industry raised $3.1 billion (US) in investments in 2020 - three times more than in any single year in the industry's history. Source
  • Average annual growth in global food and beverage launches with vegan and plant-based claims grew 21% and 58% between 2015-2019, respectively. Source: Innova Market Insights, The Future of Plant-based September 2020. 
  • In 2020, Vegconomist reported that the vegan "leather" market is set to be worth nearly $90 billion (US) by 2025. Source

Veganism in the UK

Behavioural changes

  • The number of vegans in Great Britain quadrupled between 2014 and 2019. In 2019 there were 600,000 vegans (1.21% of the population); 276,000 (0.46%) in 2016; and 150,000 (0.25%) in 2014. Sources: “How Many Vegans?”, Ipsos Mori for The Vegan Society, 2016 and 2019; and The Food & You surveys, Ipsos Mori, organised by the Food Standards Agency (FSA) and the National Centre for Social Science Research (Natcen).
  • In 2022, research by Ipsos found that 46% of Brits aged 16-75 are considering reducing their intake of animal products in the future. Source 
  • In May 2021, a survey by The Vegan Society revealed one in four Brits had reduced the amount of animal products they were consuming since the start of the Covid-19 pandemic. One in five (20%) people said they had reduced the amount of meat they were eating while 12% said they had minimized their eggs and dairy intake. Source
  • In 2021, research by The Grocer found 15% of UK consumers saying they had cut dairy from their diet completely and a further 42% had reduced their intake. Plus, 20% said they were buying more plant-based in general. Source 
  • In 2021, research by Appinio found that 63.5% of Brits had bought vegan food items in the past year and 50.8% were willing to replace meat intake with plant-based alternatives. Source
  • In 2020, 41% of Brits reported completely removing or actively reducing the amount of meat in their diet. In 2018, a separate study found this number to be 33.5%. Sources: [1][2] 
  • The number of vegan meals eaten at lunch or dinner soared 46% between 2019 and 2020. Source 
  • The number of vegan residents in UK care homes almost trebled in the five years to 2019, with a total of 7,000 vegans and vegetarians within 11,000 care homes. Source
  • In 2019, Sainsbury's reported that vegans and vegetarians looked set to make up a quarter of the British population in 2025, and flexitarians just under half of all UK consumers. Source [p. 6]
  • In 2018, GlobalData reported that almost half (42%) of UK vegans made the change that year, showing that veganism has been growing exponentially. Source
  • Over half (56%) of Brits adopt vegan buying behaviours such as buying vegan products and checking if their toiletries are cruelty-free. 50% of Brits said they know someone who is vegan. One in five Brits (19%) would consider going vegan. Source: Research carried out by Opinion Matters for The Vegan Society between 14 and 16 July 2017 involving a sample of 2,011 UK adults

Vegan products and business

  • In 2022, research by Ipsos found that 48% of British adults state that they use plant milk in their diet and 58% of adults now use at least one plant-based meat alternative in their diet. Source 
  • In 2022, The Grocer reported that vegan food sales at Aldi were 500% higher in January that year than in January 2021. Aldi also reported a 250% increase in vegan sales in 2021 compared with 2020. Sales are set to increase throughout 2022, as the vegan range expanded for Veganuary by 50% in response to demand. Source 
  • In 2021, the National Food Strategy for England stated that developing and manufacturing alternative proteins in the UK, rather than importing them, would create around 10,000 new factory jobs and secure 6500 jobs in farming (to produce protein crops and other inputs). Source [p. 125]
  • In 2021, the European Consumer Survey on Plant-based Foods, published by ProVeg International, found that the UK's purchase and consumption rates of plant milk, meat alternatives, vegan margarine, vegan cheese, vegan ready meals/food to go and seafood alternatives are the highest in Europe. Source
  • In January 2021, Asda trialled a fully vegan butchers' counter at its Watford store with a range of plant-based meat products on offer. Source
  • In 2020, The Grocer reported 62% of adults in the UK had purchased plant milk at least once before. Source 
  • In 2020, ING reported that the UK is by far the most developed market for plant-based meats in Europe. There are numerous more insights within the report. Source 
  • 2020 became the year that every one of the top ten UK supermarkets (by revenue) had its own vegan range.
  • 2020 became the year that every one of the top ten UK restaurants / food-to-go outlets had a vegan (or plant-based) offering.
  • Between January 2020 and 2021, Deliveroo revealed its vegan takeaway orders shot up by 163%. Source
  • Between November 2019 and November 2020, vegan food orders via Deliveroo shot up 115%. Source
  • Waterstones have over 10,000 books with the word 'vegan' in their title available for sale (as of January 2022) compared to 944 in August 2018. Source
  • In 2019, Plant Based News reported that those who eat meat spend £645 extra a year on food, compared to those on a meat-free diet. Source
  • In 2019, Mintel reported nearly a quarter of Brits are consuming plant milk, up from 19% in 2018. Source
  • In 2018, Kantar Worldpanel reported that more than a quarter of all evening meals in the UK are vegan or vegetarian. Source
  • Oat milk is the most popular plant milk for tea drinkers, followed by hemp, almond and coconut milk. Source 
  • Mintel reported that in 2018, the UK launched more vegan products than any nation. Source
  • Demand for meat-free food in the UK increased by 987% in 2017 and going vegan was predicted to be the biggest food trend in 2018. Sources: [1][2]

Veganism in cities 

  • Research by Holland and Barrett shows Edinburgh and Bristol as the top vegan cities followed by Manchester and London. Interest in vegan food peaks during December and January and is growing year on year as more people consider switching. Source 
  • In 2021, Brighton was found to be the most vegan-friendly city in the UK. It was also the most popular British city for veganism in 2019, according to Google Trends, followed by Bristol, Bathford and Norwich. Sources [1][2]

Europe

  • In 2021, consumer research by Smart Protein Project found that The Netherlands and Romania had the most flexitarians, at 42% and 40% respectively. Much more information about European consumer attitudes towards plant-based foods can be found within the report. Source
  • In 2020, according to data from NewNutrition Business, 4% of consumers across the region stated that they were vegan. Source
  • In 2020, Smart Protein Project found that sales of plant-based food and drink products (vegan meats, plant milks, yogurts, cheeses, etc.) increased from €2.4 billion in 2018 to €3.6 billion in 2020 - an increase of 49%. Source 
  • In 2016, according to Allied Market Research, Europe was the largest market for meat substitutes, accounting for 39% of global sales. Source
  • Much more information - including 2020 sales figures for plant-based products in Austria, Belgium, Denmark, France, Germany, Italy, The Netherlands, Poland, Romania, Spain and the United Kingdom - is available in the Plant-based Foods in Europe report by Smart Protein Project. 

Austria

  • In 2020, Smart Protein Project found that the sales value of plant-based food in Austria grew 57% between 2018 and 2020, while sales volumes increased by 52%. Much more information can be found within the report. Source
  • According to Redefine Meat, In Austria, 1.4% of the population are vegan. Source

Belgium

  • In 2020, Smart Protein Project found that the sales value of plant-based food in Belgium grew 17% between 2018 and 2020, with plant-based meat showing the highest growth. Much more information can be found within the report. Source 
  • In 2021, research from the University of Bath revealed that over half of Belgians (51%) were ‘satisfied’ with meat alternatives – a figure that has increased from 44% since 2019. Source
  • According to Statista, around 5% of respondents to a 2022 Belgian survey identified as (almost) vegetarian and 3% identified as vegan. Source
  • In 2022, The Brussels Times reported that 28% of Belgians eliminate meat and fish at least once a week. A figure that has more than doubled since 2016. Source
  • Four in 10 meat-eaters say they want to eat less meat in the future and 8% want to become vegetarian or vegan. Source

Czech Republic

  • According to research conducted by the Czech Vegan Society, in collaboration with Ipsos MORI, in 2019, 30% of Czech people are planning to eat more plants. The same research found that 45% of respondents believe that animal agriculture is having a negative effect on our planet. Source
  • In 2020, according to the Czech Vegan Society, 4% of Czechs prefer to follow a diet that excludes meat. Source

Denmark

  • In 2020, Smart Protein Project found that the sales value of plant-based food in Denmark grew 29% between 2018 and 2020, with plant milk showing the highest growth. Much more information can be found within the report. Source
  • In 2019, The Vegetarian Society of Denmark estimated that 2.5% of the population (about 140,000 people) were vegetarian and a further 35,000 were vegan. Source 
  • In 2019, research from data analytics firm Edited found that Denmark has seen a 320% increase in products described as vegan. Source 

Estonia

  • In 2018, The Vegan Society of Estonia commissioned a report which showed that 3% of those aged between 15-24 were vegan. Source

Finland

  • In 2020, according to research carried out by dairy brand, Arla, 2% of Finns are vegan. Source
  • According to Natural Resources Institute Finland, the consumption of dairy products is decreasing in Finland. In 2019, a total of 148 kg of liquid dairy products were used per capita, 4% less than in the year before. Source

France

  • In 2021, according to Statista, 2% of those aged between 20 and 29 identified as vegan. Statista
  • In 2020, Smart Protein Project reported that the sales value of plant-based food in France grew 21% between 2018 and 2020, with plant milk showing the highest growth. Much more information can be found within the report. Source
  • According to a study published by the French research institute Xerfi, the sales of vegetarian and vegan products generated revenue of €380 million  [$437 million US] in French large retail stores and supermarkets in 2018. Source
  • In 2018, according to Xerfi, 2% of the French population were vegan or vegetarian. Source

Germany

  • In 2022, research by ProVeg found that 51% of Germans had reduced their meat intake in the previous year. Source 
  • 50,000 people in Germany signed up to Veganuary in 2021. Source
  • In 2020, according to a survey by Veganz, there were 2.6 million vegans in Germany representing 3.2% of the population. Source
  • Research by Euromonitor in 2020 found 2.9% of Germans classing themselves as vegan (with a further 4.3% saying they are vegetarian and 35% reducing their consumption of meat and/or dairy). Source 
  • In 2020, Smart Protein Project found that the sales value of plant-based food in Germany (vegan meats, plant milk, cheese, etc.) grew by 97% between 2018 and 2020 (from €415 million to €817 million), while sales volume increased by 80%. Much more information can be found within the report. Source
  • The Smart Protein Project report found that sales of plant milk alone were estimated to be €250 million in 2020. Oat milk showed the highest sales value and volume, followed by almond and soya. Source 
  • In 2018, Mintel reported that Germany was one of the global leaders when it comes to vegan product development and launches. Between July 2017 and June 2018, Germany accounted for 15% of global vegan introductions. Source
  • A study run by the German Nutrition Society estimated that almost 1% of the population (around 810,000 people) were vegans in 2016. Source 
  • In 2015, Mintel reported that one in ten German consumers bought meat alternatives, rising to one in five for those in the 16-24 age group. Source

Greece

  • In 2020, the Koukoumi hotel opened - the first vegan hotel in Greece. Source

Hungary

  • According to Statista, around 4% of those living in the Hungarian capital, Budapest, are vegan. Source

Iceland

  • A vegan Facebook group in Iceland has over 22,000 members, which is 6.5% of the population. Source

Ireland

  • According to the 2018 Bord Bia's Dietary Lifestyle report, 4.1% of the Irish population are vegan. Source
  • According to Chef's Pencil, Ireland placed 8th in Google search trends for vegan recipes in 2018. They also recognised Ireland as the 10th most popular country for veganism in 2020. Source
  • In 2019, according to TripAdvisor20% of eateries in Dublin offered vegan options. Source
  • According to a 2019 survey by Vitabiotics, 49% of the Irish population would be willing to go vegan to save the planet and animals. Source

Italy 

  • In 2020, Smart Protein Project reported that the sales volume of plant-based food in Italy is estimated to be €425 million. Much more information can be found within the report. Source
  • A 2020 study by Euromonitor International found 35% of Italians saying they are reducing their consumption of meat and/or milk, 3.5% saying they are vegetarian and 2.6% saying they are vegan. Source
  • In 2020, according to interview data presented by Statista, 2.2% of the interviewees claimed to be vegan in Italy  Source
  • In 2017, according to data by Mintel, around half of Italian consumers said they were lowering their red meat intake, while 24% said they were increasing the amount of vegetarian processed foods in their diet. Source
  • According to Euromonitor, Italy had the fastest-growing meat-free population from 2011 to 2016 with a growth of 94.4%. Source

Netherlands 

  • In 2022, research commissioned by ProVeg Netherlands found that 28% of Dutch people want to see a future without meat and 20% would like to see the government ban slaughterhouses. Source
  • In 2021, Statista reported that 39% of Dutch consumers described themselves as flexitarian (up from 31% in 2017) and 10% described themselves as vegetarian (up from 6% in 2017). There was no data relating to veganism in this specific survey. Source
  • In 2020, Smart Protein Project reported that the sales value of plant-based food in the Netherlands grew 50% between 2018 and 2020, with plant-based meat showing the highest growth. Much more information can be found within the report. Source
  • In 2020, LiveKindly reported that the number of vegan proteins in Dutch supermarkets has grown by 51% since 2017. Source 
  • In 2020, it was reported that Amsterdam was the 5th best city in the world for vegans. It was the first time the Dutch capital made it into the top 10, meaning the city also won the prize for the most improved city ranking. Source
  • In 2019, Dutch News reported that, in a survey of 20,000 Dutch respondents, two in five people said they were eating less meat and 17% said they were vegetarian or vegan. Source 

Poland

  • In 2020, Smart Protein Project reported that the sales value of plant milk in Poland grew 62% between 2018 and 2020. More information can be found within the report. Source
  • In 2018, according to the Economist, around 60% of Poles said they planned to cut back on their meat consumption. Source
  • According to Uber Eats, since the company launched in Poland in 2017, the number of vegan food orders has risen by 500%, placing the country second in Europe for plant-based online ordering, behind the UK. Source

Portugal

  • A 2017 study, conducted by market research company Nielsen, found that about 120,000 people follow a vegetarian diet in Portugal, while at least 60,000 are vegans. Source

Romania

  • In 2020, Smart Protein Project reported that the sales value of plant-based food in Romania grew 56% between 2018 and 2020, with plant milk leading the way. More information can be found within the report. Source

Spain

  • In 2020, Smart Protein Project reported that the sales value of plant-based food in Spain grew 48% between 2018 and 2020, with plant milk leading the way. Much more information can be found within the report. Source
  • In 2020, it was reported that the cities of Madrid, Valencia, Seville and Barcelona were considered among the best in Europe for vegans. Source 
  • In 2017, it was reported that 6.3% of Spanish people were flexitarian, 1.3% were vegetarian and 0.1% were vegan. Source 

Sweden

  • According to research published by Statista, as of 2018, 7% of the Swedish population considered themselves to be vegetarian and 2% vegan. Source

Switzerland

  • In June 2022, Burger King trialled two fully meat-free stores in the Swiss cities of Basel and Geneva. Source 
  • In 2022, a Swiss independent think-tank, Gottlieb Duttweiler Institute, said that the Swiss population should eat an entirely meatless diet by 2050. Source 
  • In 2022, it was reported that 4% of the Swiss population is vegetarian and a further 0.6% are vegan. Source
  • In 2019, it was reported that 31% of the Swiss population were cutting back on or had eliminated meat consumption. Source 
  • In 2017, according to research run by DemoSCOPE, 3% of the population was estimated to be vegan. Source

Ukraine

  • In 2022, Vegetarians in Washington reported that there are around 2 million vegetarians and vegans in Ukraine. Source 
  • In January 2020, Vogue Ukraine proclaimed 2020 as "the year of the vegan". Source 

Veganism in the USA

More information about the vegan and plant-based food and drinks industry in the USA can be found through the Good Food Institute. We have summarised some of their findings below. 

Behavioural changes 

  • Research conducted in 2021 by Rakuten found that 82% of consumers in the US have tried plant milk, 40% have tried other vegan dairy alternatives, 62% have tried plant-based meats and 22% have tried vegan egg replacements. Key motivations included health (35%), wanting to try a food trend (41%) and concern for animals (23%). The same research found that 5% of respondents said that they only consume plant-based foods. Source [p.19]
  • In 2018, Gallup reported that 5% of Americans say they are vegetarian and 3% say they are vegan. Source 
  • In 2018, a journal article stated that two in three Americans have stopped or reduced their meat consumption. Source 
  • In 2018, Google reported that there were as many people searching for vegan Thanksgiving recipes as there were people searching for turkey Thanksgiving recipes. Source
  • In 2015, research by Gallup found that 32% of Americans believe animals should be given the same rights as people, with 67% saying there are concerns about the use of animals in research. Source 
  • In 2013, research by Lake Research Partners found that 70% of voters say that they would feel safer, or as safe, if non-animal methods were used to test the safety of a cosmetic instead of animal testing, plus, 62% believe that testing cosmetics on animals should be illegal. Source 

Vegan products and business

  • In 2022, Good Food Institute reported that, plant-based foods sales are growing 3x faster than total food sales. With plant-based foods totalling $7.4 billion of sales in 2021. Source
  • According to Good Food Institute, 46% of consumers who are eating more plant-based proteins are doing so to add variety to their meals. Source
  • According to Good Food Institute, a preference for animal-based meat is a barrier for 66% of consumers who do not eat plant-based proteins. Source
  • In 2022, Good Food Institute reported that, between 2018 and 2021, sales of vegan foods that are direct replacements for milk, meat etc. grew 54%. Source
  • In 2022, Good Food Institute found that the retail market for plant-based foods is worth $7.4 billion, up from $5.5 billion in 2019. Source
  • In 2021, 1010data named the plant-based category as "category of the year". Source
  • Good Food Institute stated that plant-based food sales grew three times faster than total food sales in 2021. Source 
  • The Impossible Whopper, launched in 2019 and hailed as "one of Burger King’s most successful launches in history", already accounts for 10% of all the Whoppers sold by Burger King in the US. Source [p. 124]
  • Plant milks make up 16% of the entire milk category (in dollar sales) and 35% of the total plant-based food market, according to Good Food Institure. Their sales grew by 33% between 2018 and 2021. Source
  • Good Food Institute stated that plant-based meat sales grew 74% between 2018 and 2021. Source

Environment and resources 

  • The Research Institute reported the results of a survey in 2022 which found that greenhouse gas emissions from an average diet in the USA are dominated by meat (56%) and dairy (18%). Source [p. 23 of full report]
  • The Impossible Burger uses 96% less land, 87% less water and emits 89% less greenhouse gases than "beef". Source 
  • 80% of all antibiotics sold in the US are for farmed animals; not to treat illness but preventatively (due to the stressful conditions the animals are raised in) and to promote growth. Sources: [1][2][3]
  • The United States Environmental Protection Agency state that a farm with 2,500 cows produces the same amount of waste as a city of 411,000 people. Source

North America

Canada

  • In 2019, research by Insights West found that 87% of Canadians support a ban on animal testing for cosmetics, 71% include "cruelty-free" and/or "no animal testing" claims to be important factors when deciding which cosmetics to purchase, and 90% believe cosmetic products should be labelled if they contain ingredients that have been tested on animals after the practice has been banned in Canada. Source 
  • In 2019, research by the Angus Reid Institute found that nearly all Canadians are familiar with plant-based meat alternatives (95%) and nearly four in ten (39%) had tried them. Source
  • In 2019, research by the Angus Reid Institute found that among Canadians who regularly eat meat, 22% say they would like to reduce this, rising to 39% for those aged 18-34. Source 
  • In 2018, a Canadian survey conducted by Dalhousie University found that 7.1% of Canadian adults consider themselves vegetarians and 2.3% considered themselves vegan. Source
  • In 2018, the Vancouver Sun reported that nearly 40% of British Columbians aged 35 and under say they follow a vegan or vegetarian diet, more than three times higher than the average for all Canadians. Source 
  • In 2018, research by Forum Research Inc. found that 22% of Canadians included a vegan food option for their winter holiday celebrations. Source 
  • In 2018, according to Statista, there were approximately 850,000 vegans in Canada. Source
  • In 2018, according to Statista, 36.5% of Canadian adults are willing to cut back on their meat consumption. Source 

Mexico

  • In 2021, VegWorld reported that 20% of Mexicans identified themselves as vegetarian or vegan. Source 
  • In 2019, a report by Parametría found that 78% of Mexicans stated that a claim not to test on animals was an important factor in deciding which cosmetic product to buy, 54% agreed that Mexico should implement a ban on using animals in cosmetics testing, and 66% believed that all cosmetic products that have been tested on animals should be labeled as such after a ban on cosmetics animal testing has been passed. Source 

South America

  • According to a study by Ingredion in 2020, 90% of the region would be interested in consuming plant-based foods, driven by the desire to eat healthier and take care of their health. Source

Argentina

  • A survey conducted by Unión Vegana Argentina at the end of 2020 identified 12% of the population of Argentina (a country with over 40 million inhabitants) as vegan and vegetarian. A further 12% were identified as flexitarian, meaning almost a quarter of Argentinians are omitting or reducing meat consumption, a 3% increase from the previous year. Source

Brazil

  • In 2019, research by Datafolha found that 76% of Brazilians consider a “no animal testing” claim to be an important or very important factor when purchasing cosmetic products, 63% support a federal law to ban animal testing for cosmetics, and 73% believe that cosmetic products should not contain new ingredients tested on animals following the adoption of a national animal testing ban. Source
  • The number of self-declared vegetarians in Brazil has nearly doubled over a six-year period, according to a poll by the research firm Ibope. 30 million people, or 14% of Brazilians, reported being vegetarian or vegan in 2018. Source
  • A 2018 study by the Good Food Institute showed that “59% of Brazilians interviewed said health was a decisive factor in their decision to reduce their consumption of meat.” Source

Chile

  • In 2019, research by Inside Research found that 72% of Chileans agree with banning cosmetics animal testing and 73% believe that the Chilean government needs to do more to address the issue of cruel cosmetic animal testing. Source 
  • According to Chile’s Environmental Survey published in 2018, there were approximately 1.5 million Chileans who abstain from eating meat in their daily diet. In addition, 75% said they are willing to reduce their consumption to fight the climate crisis. Source

Peru

  • As of 2017, there were almost 80 vegetarian and vegan restaurants in the capital, Lima. Source

Trinidad and Tobago

  • In 2020, Burger King launched the meatless Impossible Whopper to its franchise locations in Trinidad and Tobago. Source 

Asia

  • In 2020, research published by PwC found that 43% of Indonesian consumers said they were either "likely" or "very likely" to become vegan or vegetarian in the next 12 months. Other countries with high scores included Thailand (37%), Myanmar (35%) and Hong Kong (27%). Source [p.14]
  • In 2020, research by NewNutrition Business found that 13% of consumers across the region stated that they were vegan. Source
  • In 2019, research by Ipsos found that 87% of citizens of countries belonging to the Association of Southeast Asian Nations (Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam) would support instituting laws against animal testing in the region and 89% affirmed that a cruelty-free claim was an important factor in making purchasing decisions. Source
  • Research by Persistent Market Research found that, between 2012 and 2016, new vegetarian and vegan product launches increased by 140% and 440% respectively in Southeast Asia. Source

Bhutan

  • There are no slaughterhouses in Bhutan.

China

  • Research conducted in 2021 by Rakuten found that 87% of Chinese consumers had tried plant-based milk, 50% had tried other dairy substitutes, 42% had tried plant-based meat and 32% had tried vegan egg replacements. Primary motivations included health (47%), wanting to try something new (40%) and concern for animals (37%). Plus, the research found that 3% of respondents said that they only consume plant-based foods. Source [p.8]
  • According to a 2020 Ipsos MORI report, nearly 60% of people in China expect to eat less dairy and meat within the next year in order to limit their own contribution to the climate crisis. Source
  • According to The Good Food Institute in 2018, the market size of the Chinese domestic plant-based meat industry was about 6.1 billion yuan ($910 million), reflecting a year-on-year increase of 14.2%. Source
  • In 2016, the Chinese health ministry released dietary guidelines that encouraged their population of more than 1.3 billion people to reduce their meat consumption by 50%. Source
  • According to Frontiers in Sustainable Food Systems, Chinese consumers are twice as likely as Americans to purchase lab-grown and plant-based meats. Source
  • According to Livekindly, in 2014, the estimated number of vegans in China was 50 million. Source

Hong Kong 

  • Research conducted in 2021 by Rakuten found that 84% of consumers in Hong Kong had tried plant-based milk, 65% had tried meat alternatives, 28% had tried other dairy replacements and 18% had tried vegan egg replacements. Primary motivations were to try something on-trend (49%), health (46%) and concern for animals (26%). The same research found that 4% of respondents said that they only consume plant-based foods. Source [p.9]
  • In 2022, Vegconomist reported that there were 21 vegan and vegetarian-friendly Michelin-starred restaurants in Hong Kong. Source
  • In 2020, according to a survey run by Hong Kong-based online magazine, Green Queen, four in 10 of those shifting toward a vegan, vegetarian or flexitarian diet were doing so for the animals. 24% said they were making the change for environmental reasons and 23% said it was for their health. This survey also found that 63% believe that it was not difficult to shop for vegan groceries in Hong Kong. Source
  • Green Queen also discovered that over half (58%) found that being 100% vegan was expensive in Hong Kong. In addition, 75% said that it was difficult to eat fully vegan at restaurants and 65% felt that there needed to be more vegan restaurants. Source
  • In 2018, according to Green Monday, about 25% of the population practice a flexitarian diet. They also found out that 3.7% of the population were vegetarian and that 70% of the population were willing to reduce their meat intake by following a flexitarian approach. Source

India

  • Research conducted in 2021 by Rakuten found that 72% of Indian consumers had tried plant-based milk, 61% had tried other dairy substitutes, 39% had tried plant-based meat and 30% had tried vegan egg replacements. Primary motivations included concern for animals (48%), health (42%) and allergies/dietary restrictions (33%). The same research found that 21% of respondents said that they only consume plant-based foods. Source [p.10]
  • In 2021, according to Statista, 9% of the Indian population identified as vegan and almost 25% identified as vegetarian. This makes India the country with the largest share of non-meat eaters in the world. Sources: [1][2]
  • In 2021, India was the country with the third most sign-ups for Veganuary and was the only Asian country in the top 10 list. Source
  • In 2021, according to research by Kerry, the meat alternative market is now worth $171 million in India. Source
  • In 2019, according to a report by Ipsos, 63% of Indians are willing to replace meat with plant-based alternatives. Source

Indonesia

  • Research conducted in 2021 by Rakuten found that 86% of Indonesian consumers had tried plant milk, 49% had tried other dairy substitutes, 43% had tried plant-based meat alternatives and 19% had tried vegan egg replacements. Key motivations were health (53%), wanting to try a food trend (33%) and because plant-based foods taste better (25%). The same research found that 8% of respondents said that they only consume plant-based foods. Source [p.11]
  • In 2020, according to Float Foods, as many as 78% of Indonesians had tried vegan meat alternatives. Plus, 24% of the population was planning to adopt a vegetarian or plant-based diet. Source

Israel

  • Israel was third on Chef’s Pencil’s top countries for vegans in 2020. Source 
  • In 2015, according to a survey conducted by Globes and Israel’s Channel 2 News, 5% of Israelis were following a vegan lifestyle. Source 

Japan

  • According to a survey conducted by Vegewel in 2021, the number of vegans was around 2.2% of the population, while this figure was 1% in 2017. Around 20% of the population described themselves are flexitarian. Source 
  • Research conducted in 2021 by Rakuten found that 77% of Japanese consumers had tried plant milk, 31% had tried other dairy substitutes, 40% had tried plant-based meat and just 1% had tried vegan egg replacements. Primary motivations were health (51%) and wanting to try a food trend (46%). The same research found that 2% of respondents said that they only consume plant-based foods. Source [p.12]
  • In 2020, HappyCow, an online tool to search for vegan and vegetarian-friendly restaurants, had over 300 vegan restaurants listed in Japan. Source 
  • According to 2021 data from Tokyoesque, 61% of the population of Japan had tried vegan milk such as soy, oat or almond. Source
  • In 2018, Tokyoesque revealed that 31.2 million visitors to Japan were either vegan or vegetarian. Source
  • From 2010 to 2020, according to research by TPC Bibliotheque, there had been a threefold increase in sales of vegan products in Japan. Source

Malaysia 

  • Research conducted in 2021 by Rakuten found that 85% of consumers in Malaysia had tried plant-based milk, 51% had tried other vegan dairy replacements, 46% had tried plant-based meats and 22% had tried vegan egg replacements. Primary motivations were health (48%), wanting to try a food trend (40%) and concern for animals (32%). The same research found that 6% of respondents said that they only consume plant-based foods. Source [p.14]
  • In 2021, KFC launched its Zero Chicken Burger in Malaysia. Source 

Nepal

  • The Himalayan Vegan Festival, launched in 2021, is the largest ever vegan event in the Himalaya. Source

The Philippines 

  • Research conducted in 2021 by Rakuten found that 77% of consumers in the Philippines had tried plant-based milk, 51% had tried other vegan dairy replacements, 45% had tried plant-based meats and 31% had tried vegan egg replacements. Primary motivations were health (56%), concern for animals (41%) and concerns for the environment (28%). The same research found that 14% of respondents said that they only consume plant-based foods. Source [p.15]
  • In 2020, it was reported that HappyCow listed 58 vegan dining options in the Philippine capital region. Source 

Singapore 

  • VegNews reported that Singapore Airlines was one of the world's most vegan-friendly airlines. Source  
  • Research conducted in 2021 by Rakuten found that 77% of consumers in Singapore had tried plant-based milk, 46% had tried other vegan dairy replacements, 64% had tried plant-based meats and 15% had tried vegan egg replacements. Primary motivations were wanting to try a food trend (47%), health (35%) and concern for animals (26%). The same research found that 6% of respondents said that they only consume plant-based foods. Source [p.16]

South Korea: Behavioural changes

  • Research conducted in 2021 by Rakuten found that 87% of South Korean consumers have tried plant milk, 27% have tried other vegan dairy alternatives, 30% have tried plant-based meats and 13% have tried vegan egg replacements. Key motivations included health (50%), wanting to try a food trend (31%) and concern for animals (29%). The same research found that 2% of respondents said that they only consume plant-based foods. Source [p.13]
  • In 2021, research by GlobalData found that 55% of South Koreans said that health concerns are the main reason they would consider eating plant-based meat and dairy alternatives. 27% said animal welfare is would be their primary reason and 23% said their main reason would be sustainability Source
  • According to the Korea Vegetarian Union, as of 2020, there are roughly 500,000 vegans in South Korea. An estimated 1.5 million South Koreans eat similar plant-based diets, though they are not 100% vegan. Source
  • In 2013, a report by You N Me found that 70% were supportive or very supportive of a Korean ban on the testing of cosmetic ingredients and finished products on animals, and 65% recognised that animal tests cause pain and suffering and that this is unnecessary, especially when thousands of safe ingredients already exist and are available on the market. Source 

South Korea: Vegan products and business

  • In 2022, data from Euromonitor found that the vegan meat market in South Korea grew by 35% between 2020 and 2021 (to be worth $13.9 million in 2021). Source
  • In 2022, according to HappyCow, there were 129 vegan restaurants in South Korea. Source
  • In 2021, it was reported that the Korea International Trade Association predicted plant-based meat would overtake meat from animals for market share by 2040. Source 
  • In 2019 the Beyond Burger by Beyond Meat was introduced to the South Korean market, selling 82,000 patties that year. Source

Taiwan

  • Research conducted in 2021 by Rakuten found that 93% of Taiwanese consumers had tried plant milk, 27% had tried other dairy alternatives, 45% had tried plant-based meat and 26% had tried vegan egg substitutes. The key motivations were health (43%), wanting to try a food trend (51%) and concern for animals (25%). The same research found that 6% of respondents said that they only consume plant-based foods. Source [p.18]

Thailand 

  • In 2021, the USDA reported that the plant-based food market in Thailand was currently growing at 2-10% each year, with growth projected to reach 10-35% per year. They estimated that the sector’s value would reach $1.5 billion in 2024. Source 
  • In 2021, the USDA reported that the dairy alternatives market in Thailand grew from $604.2 million in 2016 to $803.3 million in 2020. Plus, the meat alternative market grew from $13.7 million in 2016 to $20.8 million in 2020. Source 
  • Research conducted in 2021 by Rakuten found that 89% of Thai consumers had tried plant milk, 56% had tried other dairy alternatives, 46% had tried plant-based meat and 27% had tried vegan egg substitutes. The key motivations were health (62%), wanting to try a food trend (34%) and concern for animals (26%). The same research found that 6% of respondents said that they only consume plant-based foods. Source [p.17]

United Arab Emirates

  • In 2022, the Mandarin Oriental Hotel Group’s Emirates Palace in Abu Dhabi debuted specifically vegan suites. Source

Vietnam

  • Research conducted in 2021 by Rakuten found that 87% of consumers in Vietnam had tried plant milk, 46% had tried other dairy alternatives, 49% had tried plant-based meat and 32% had tried vegan egg substitutes. The key motivations were health (61%), concern for animals (40%) and wanting to try a food trend. The same research found that 10% of respondents said that they only consume plant-based foods. Source [p.20]

Africa

Egypt

  • A 2022 study of younger adults (18-39) in Egypt found 62% saying they were highly likely to try plant-based meat and 46% saying they were highly likely to purchase it. Source 

The Gambia

  • The Gambia’s first vegan expo and festival took place in 2018 attracting more than 1000 people. Source

Kenya

  • A 2022 study of younger adults (18-39) in Kenya found 80% saying they were highly likely to try plant-based meat and 72% saying they were highly likely to purchase it. Source 

Morocco

  • VegFest Morocco - the biggest VegFest in Africa - launched in 2018. Source 

Nigeria

  • A 2022 study of younger adults (18-39) in Nigeria found 76% saying they were highly likely to try plant-based meat and 63% saying they were highly likely to purchase it. Source 

South Africa

  • In 2021, research by Dashboard Consulting found that 90% of South Africans support a ban on using animals for cosmetics testing, 86% support a ban on the sale of cosmetics that have been animal-tested (no matter where the testing takes place) and 86% identified a cruelty-free claim to be an important factor when deciding to purchase cosmetic products. Source 
  • According to Retail Brief Africa, vegan takeaway orders increased by 71% in South Africa during the 2020 lockdown, making South Africa the country with the most orders on the continent. The report found vegan orders had doubled between 2019 and 2020, and tripled since 2018. Source
  • In 2019, South Africa was considered by Chef's Pencil to be the only African country with a sizable vegan following. Source
  • A 2019 Google Trends report put South Africa at 14th globally in searches for "vegan," the only African nation to rank so high. Source
  • Sales of vegan cookbooks had increased by 56% from 2018 to 2019 in South Africa, according to Jonathan Ball Publishers. Source

Australia

Behavioural changes

  • A 2021 survey of 1096 Australians by CHOICE found that 9% say they are flexitarian, 5% are vegetarian and 2% are vegan. 55% of those following a vegan and vegetarian diet have been doing so for less than 5 years. Source 
  • A 2021 survey by Food Frontier found one in three Australians say they are consciously reducing their meat intake and a further 10% are entirely meat-free. Source 
  • In 2020, research published by PwC found that 34% of Australians said they were either "likely" or "very likely" to become vegan or vegetarian in the next 12 months. Source [p.41]
  • A 2020 study by Euromonitor International found 47% of Australians saying they are reducing their meat and/or milk intake, with a further 5% saying they are vegetarian and 3.4% vegan. Source 
  • Of those surveyed by CHOICE, about one in 10 (11%) would consider adopting a fully vegan diet in the next five years. The research also found that 18-34 year-olds are twice as likely to be vegan as the average Australian. Source
  • According to research by the University of Adelaide in 2020, one in five (19.8%) Australians were consciously reducing their meat intake. Source 
  • In 2019, the Australia Talks National Survey found that 1% of the nation described themselves as vegan. 35% of these vegans said animal welfare was their main motive, followed by health (27%) and environmental concerns (21%). Source  
  • Data from 2019, published by Statista, found that 42% of Australians are eating less meat or none at all. Among them, 10% of the people identified themselves as vegan or vegetarian, 12% as meat reducers and 20% as flexitarian. Source
  • In 2019, Vegan Australia estimated that there were 400,000 to 500,000 vegans in Australia. Source
  • In 2013, a report by Nexus Research found that 85% of Australians oppose the use of animal testing for the development of cosmetics and 81% supported Australia following the European example by banning the sale of cosmetics tested on animals. Source

Vegan products and business

  • Food Frontier stated that, in 2020, the Australian plant-based meat sector increased grocery sales by 46% compared to the previous year, as well as doubling domestic manufacturing revenue and jobs. Products on grocery shelves doubled to more than 200, 42% of which were from Australian companies. The total sales in this sector rose 32% to $185 million in 2019-20 (from $140 million in 2018-19). Source 
  • In 2020, research by Chef's Pencil (using Google Trends data) found Australia is "one of the most popular countries in the world for veganism". Source 
  • In 2020, according to consumer advocacy group CHOICE, there are now more than 250 plant-based meat alternative products on the Australian market. Source
  • When asked about affordability, CHOICE found that 32% of Australians say the cost of vegan food is a barrier to adopting a fully vegan diet in the future. Source
  • According to CHOICE, 29% of Australians consume plant-based milk at least once a week. Source
  • According to Mintel, as of 2020, 8.7% of new products are labelled vegan or as having no animal ingredients in Australia. Source
  • In 2019, the Sydney Morning Herald reported that plant milk now accounts for about 7% of all milk consumed in Australia. Source 
  • A 2019 report from Food Frontier projected the plant-based meat industry to be a $3 billion opportunity for Australia by 2030. Source 
  • In 2019, according to data from Statista, Australia's packaged vegan food market was worth almost $200 million and was set to reach $215 million by 2020. Source

 

New Zealand

  • In 2022, research by Kantar found that 19% of New Zealanders say they either "always" or "mostly" eat a vegan or vegetarian diet. Source 
  • In 2021, according to Health Navigator New Zealand, a research project found that 6% of the population were vegetarian or vegan. Additionally, 2% of young women aged between 15 and 24 years described themselves as vegan according to this data. Source
  • In 2020, research published by PwC found that 35% of New Zealanders said they were either "likely" or "very likely" to become vegan or vegetarian in the next 12 months. Source [p.41]
  • In 2020, according to research by Chef's Pencil, New Zealand placed fifth globally in the popularity of veganism, based on Google search data. Source
  • In 2019, research commissioned by a New Zealand-based think tank, Food Frontier, found that one in three New Zealanders (34%) said that they are reducing their meat consumption or eating no meat at all. Plus, more than six in 10 have tried or are interested in trying the new generation of plant-based meat products. Source
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