Today’s plant-based food market is worth over 10 billion USD and is expected to reach 34 billion within the next 5 years. A new survey conducted by Medical Inspiration Daily For Stronger Society (MIDDS) shows that Gen Z drives this growth.
Currently in their pre-teens and ranging up to 28 years old, they are the most racially and ethically diverse generation in U.S. history. They are recognised as one of the most proactive generations about their mental health and consider themselves to be ‘socially conscious’.
50% of vegan respondents selected health benefits as the main driver behind their food choices. While animal cruelty and the environment came in at 17% each, over 40% of vegans believe their dietary choices positively impact the environment.
Out of the vegans surveyed, 7 out of 10 said they expect to continue with their diets over the next 5 years despite wanting more variety.
The results showed that not all Gen Zers want to be vegan themselves, with nearly 80% of non-vegans stating they will not go vegan within the next five years and identifying meat cravings as their biggest barrier.
Gen Zers heavily emphasise education around veganism, as 51% believe the biggest barrier to people starting a vegan diet is understanding its health benefits. This is reflected in the results as 60% of the same audience say they educate those around them on the benefits of veganism in the hope of converting them to the lifestyle.