



In total, consumers ate a whopping 4.4 billion meat-free dinners in 2018 alone, with two-thirds of consumers buying “free from” products. Dairy alternatives made up a quarter of “free from” sales.





The head of retail and consumer insight at Kantar Worldpanel stated:

Looking back on 2018 as a whole, one of the most notable consumer trends is the shift to a more plant-based diet. … Today, 1% of all households include a vegan, 5% have a vegetarian and 10% have flexitarians in their ranks. This move has contributed to consumers eating a total of 4.4 billion meat-free dinners in 2018, an increase of 150 million meals on the year before.

Patty Johnson, associate director of purchase intelligence at Mintel, found that health concerns, ethics, and the rising cost of meat motivate consumers to buy meat alternatives , but other significant drivers are taste, time saving, and ease of use.









Fiona Dyer, GlobalData’s consumer analyst, stated:

The shift toward plant-based foods is being driven by millennials, who are most likely to consider the food source, animal welfare issues, and environmental impacts when making their purchasing decisions.

The New York Times called millennials “The Times also stated that this generation boasts more self-identified vegetarians than any other— Over the past decade, veganism has seen consistent growth among millennials.called millennials “ Generation Nice ,” as they “collectively favor companies who embrace the values of good citizenship.”also stated that this generation boasts more self-identified vegetarians than any other— three times more than Gen X and 12 times more than baby boomers





















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