Reduced meat consumption amongst consumers to push veganism forward in 2020: analysts

The vegan industry is also challenged to prove their products as “actually” vegan.

Uptake in veganism is seen as more consumers are cutting down on their meat consumption, according to Mintel analysts.

In the UK, claims of being vegan could become more subtle as it has increasingly meant reducing meat intake, seen in half of local consumers, Mintel global food and drink analyst Edward Bergen said.

Bergen also noted the challenge to the vegan industry to prove their products as “actually” vegan, since customers are demanding transparency.

Mintel earlier found that overall UK sales of vegan foods has risen by 40% from £582 million in 2014 to an estimated £816 million last year, and are now expected to be in excess of £1.1 billion by 2024.

Meanwhile in Asia, where traditional foods are more associated with modern veganism, more consumers are joining the plant-based trend, driven by a desire for healthy lifestyles, Mintel senior food and drink analyst Jolene Ng noted.

Ng also pointed out that vegan food in Southeast Asia will grow alongside continued meat consumption.

Furthermore, Mintel global food analyst Melanie Bartelme underscored that consumers in the US are increasingly becoming critical about vegan products.

Since there are so many plant-based choices nowadays, consumers would want to have a reason or a benefit from them, such as health.

Bartelme also expects that current conversations on veganism will focus more on environmental impact.