BRANDS AND VEGANISM

Why Vegan?

For many, the decision to adopt a vegan lifestyle begins with concern for animal welfare. Increasingly though, environmental impact and personal health are becoming central motivations for making the switch to a plant-based diet.

A Growing Market

According to Mintel, the UK market for meat-free foods rose by 22% between 2013 and 2018, with growth expected to continue. By 2023, sales in the meat-free category are projected to rise by another 44%, reaching an estimated £1.1 billion.

As public awareness expands — supported by global campaigns and growing media coverage — more people are choosing veganism for ethical, environmental, and wellness reasons. This shift is influencing not only individuals but also how businesses develop and promote their products.

Veganuary’s Impact

Veganuary, a registered charity, encourages people to try a vegan diet during the month of January. In 2019, over 225,000 people signed up within the first week of the campaign — a major increase from 168,000 total sign-ups in 2018.

This campaign continues to help raise awareness of the benefits of a vegan lifestyle, while giving individuals the tools and support needed to try it for the first time.

How Brands Are Responding

With the demand for vegan-friendly products growing steadily, brands are expanding their offerings. Many UK supermarkets now have designated vegan sections, with Waitrose launching dedicated aisles in over 130 stores.

Restaurants are also adapting. Chains such as Pret A Manger, Pizza Express, and YO! Sushi now offer full vegan menus. Each received top ratings from Veganuary for their expanded options.

Even food on the go is changing. According to The Vegan Society, in 2018, 7 out of 12 UK train services began offering vegan food items to travellers.

Social Influence and Accessibility

Recipes, support, and community insights are now widely accessible through platforms such as Instagram, Facebook, and Pinterest. According to Plant Based News, vegan and vegetarian cookbooks are now among the top three bestselling genres of all time.

Social media continues to play a major role in this shift. The hashtag #vegan has surpassed 72 million posts on Instagram. Public figures like Beyoncé, Ariana Grande, and David Haye have all publicly supported a plant-based diet, increasing visibility even further.

Beyond Food: Fashion and Beauty

Veganism is no longer limited to food choices. More people are seeking ethical, cruelty-free options in fashion and cosmetics as well.

Designers like Stella McCartney and Simeon Farrar have contributed vegan clothing lines, while beauty brands such as Urban Decay, Botanicals, and Skinny Tan have developed vegan skincare and makeup lines. According to Glamour, searches for vegan beauty increased by 281% since 2017, as reported by Pinterest.

THE MARKET IS GROWING