Veganism
Into the mainstream

The vegan diet became increasingly mainstream in the 2010s, especially in the latter half. The Economist declared 2019 "the year of the vegan". Chain restaurants began marking vegan items on their menus and supermarkets improved their selection of vegan-processed food.

The global mock-meat market increased by 18 percent between 2005 and 2010, and in the U.S. by eight percent between 2012 and 2015, to $553 million a year. The Vegetarian Butcher (De Vegetarische Slager), the first known vegetarian butcher shop, selling mock meats, opened in the Netherlands in 2010, while America's first vegan butcher, the Herbivorous Butcher, opened in Minneapolis in 2016. Since 2017, more than 12,500 chain restaurant locations have begun offering Beyond Meat and Impossible Foods products, including Carl's Jr. outlets offering Beyond Burgers and Burger King outlets serving Impossible Whoppers. Plant-based meat sales in the U.S. grew 37% between 2017 and 2019.

In 2011, Europe's first vegan supermarkets appeared in Germany: Veganz in Berlin and Vegilicious in Dortmund. In 2013, the Oktoberfest in Munich (traditionally a meat-heavy event) offered vegan dishes for the first time in its 200-year history.

By 2016, 49% of Americans were drinking plant milk, and 91% still drank dairy milk. In the U.K., the plant milk market increased by 155 percent in two years, from 36 million litres (63 million imperial pints) in 2011 to 92 million (162 million imperial pints) in 2013. There was a 185% increase in new vegan products between 2012 and 2016 in the U.K. In 2017, the United States School Nutrition Association found 14% of school districts across the country were serving vegan school meals compared to 11.5% of schools offering vegan lunch in 2016.

In total, as of 2016, the largest share of vegan consumers globally currently reside in Asia Pacific with nine percent of people following a vegan diet. In 2017, veganism rose in popularity in Hong Kong and China, particularly among millennials. China's vegan market was estimated to rise by more than 17% between 2015 and 2020, which is expected to be "the fastest growth rate internationally in that period". This exceeds the projected growth in the second and third fastest-growing vegan markets internationally in the same period, the United Arab Emirates (10.6%) and Australia (9.6%) respectively.

In 2018, Jacy Reese Anthis 's book The End of Animal Farming argued that veganism will completely replace animal-based food by 2100. The book was featured in The Guardian, The New Republic, and Forbes, among other newspapers and magazines.

The growth of schools serving vegan school meals has increased in recent years with the lunches added by Los Angeles, California in 2018, Portland, Maine in 2019, and New York City in 2022.

In January 2021, 582,538 people from 209 countries and territories signed up for Veganuary, breaking the previous year's record of 400,000. That month, ONA in France became the first vegan restaurant in the country to receive a Michelin star. That year, 79 more plant-based restaurants around the world received Michelin stars. At the end of the year, a poll conducted by The Guardian showed that a new high of 36% of the British public were interested in veganism.
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