page_title: Veganism
section_title: Mainstream
hierarchical_section_title: Veganism / Increasing interest / Mainstream
caption_attribution_description: Friedrichshain, Berlin, Germany
context_page_description: Veganism is the practice of abstaining from the use of animal products, particularly in diet, and an associated philosophy that rejects the commodity status of animals. An individual who follows the diet or philosophy is known as a vegan. Distinctions may be made between several categories of veganism. Dietary vegans, also known as "strict vegetarians", refrain from consuming meat, eggs, dairy products, and any other animal-derived substances. An ethical vegan, also known as a "moral vegetarian", is someone who not only follows a vegan diet but extends the philosophy into other areas of their lives, and opposes the use of animals for any purpose. Another term is "environmental veganism", which refers to the avoidance of animal products on the premise that the industrial farming of animals is environmentally damaging and unsustainable.
  Well-planned vegan diets are regarded as appropriate for all stages of life, including infancy and pregnancy, by the American Academy of Nutrition and Dietetics, Dietitians of Canada, the Australian National Health and Medical Research Council, New Zealand Ministry of Health, Harvard Medical School, and the British Dietetic Association.
context_section_description: The vegan diet became increasingly mainstream in the 2010s, especially in the latter half. The Economist declared 2019 "the year of the vegan". The European Parliament defined the meaning of vegan for food labels in 2010, in force as of 2015. 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 United States 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 have grown 37% in the past two years.
  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, reflecting a change happening in many parts of the world including Brazil and England.
  By 2016, 49% of Americans were drinking plant milk, and 91% still drank dairy milk. In the United Kingdom, 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 UK. In 2011, Europe's first vegan supermarkets appeared in Germany: Vegilicious in Dortmund and Veganz in Berlin.
  In 2017, veganism rose in popularity in Hong Kong and China, particularly among millennials. China's vegan market is 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 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 2013, the Oktoberfest in Munich — traditionally a meat-heavy event — offered vegan dishes for the first time in its 200-year history.
  In 2018, the book The End of Animal Farming by Jacy Reese Anthis 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.
caption: Veganz in Berlin, Europe's first vegan supermarket
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