Are there fewer vegans now or is it merely optics?
In recent years, veganism has gained a lot of attention in the media, pop culture and public discourse. However, some recent reports and surveys suggest that the number of people identifying as vegan may be declining. Is the fashion really over, or this where the change really begins?
Understanding the Data
The idea of the number people living vegan reducing comes from representation, the food that you see in the supermarket or in restaurants, social media, but also from data collected with surveys. But, when examining whether veganism truly is on the decline, it’s crucial to analyse how surveys are conducted and how the term “vegan” is defined. Many surveys rely on self-reported data, which can be heavily influenced by how questions are framed and how people want to represent themselves. For example, some individuals may not identify as “vegan”, even if they adhere to a plant-based diet, because they associate the term with activism or lifestyle choices beyond diet. Conversely, others may claim the label without strictly adhering to its principles.
As of January 2025, Veganuary.com state that people from over 228 countries and territories have taken part in Veganuary, a month of abstaining from animal products, and that 98% of those people would recommend doing the same to others. Their official survey for 2024, found that 82% of people that took part, planned to permanently change their diet going forward. Even more encouraging, many countries had people who took part in Veganuary without signing up, they simply ditched animal products for the month of January. The real question is, how many people stayed vegan after January? Of the people who responded to the 2024 participant survey, 30% of individuals who were not already vegan before participating planned to maintain a vegan diet after completing the challenge. The six-month follow-up survey revealed that 27% of participants continued to follow a fully vegan diet, suggesting that approximately 27-30% of Veganuary participants adopt veganism permanently.
The Influence of Trends
The rise of veganism has also coincided with its portrayal as a trend. It seemed that, during the period of 2017 - 2019, going vegan was the thing to do, especially if you wanted clicks and likes. When something is viewed as trendy, it’s inevitable that some people will adopt it temporarily and then move on. When this happens it doesn’t necessarily mean a rejection of vegan principles, but rather a reflection of how some people engage with dietary changes - experimenting before settling into a more consistent lifestyle.
The term “vegan” itself may be part of the problem when it comes to sticking to this lifestyle. For some, it implies a rigid or “perfect” standard that they feel they cannot meet. As plant-based options have become more mainstream, people may shift toward terms like “plant-based” or “flexitarian”, while still consuming largely vegan diets. This trend could make it appear that fewer people are vegan, even though more people are reducing their animal product consumption.
Veganism vs. Plant-Based Eating
The distinction between veganism and plant-based eating is another important factor. Veganism is often tied to ethical considerations about animal rights and environmental sustainability, whereas plant-based eating may focus primarily on diet and health. As plant-based diets have grown in popularity, some individuals may adopt them for health reasons without embracing the broader ethical framework of veganism. This can lead to a statistical decline in the number of self-identified vegans, even as the overall demand for vegan products rises.
Regional Variations
Geographic differences can also influence perceptions of veganism. In some countries, veganism may be growing rapidly, while in others, growth may have plateaued or even declined. Cultural factors, economic conditions and access to vegan options all play a role. For instance, veganism has seen notable increases in countries like Germany and the UK, while the growth rate in the US appears to have slowed in recent years.
Why It Might Appear Veganism Is Declining
Several factors contribute to the perception that veganism is on the decline:
Survey Methodologies: Different surveys use varying definitions of veganism, which can skew results.
Media Narratives: Headlines about “declines” in veganism, such as recent headline from Vogue Business, The Carnivore is Back. Are Vegan Brands Out?, often ignore the context or fail to differentiate between ethical veganism and plant-based eating, while stirring emotions to generate money generating interactions.
Market Trends: While surveys may show fewer self-identified vegans, the market for vegan products continues to grow, indicating sustained interest in plant-based options.
Backlash and Stereotypes: Negative portrayals of vegans or “vegan fatigue” may deter some individuals from identifying with the label, even if their diet remains largely vegan.
In The Meantime
Looking beyond surveys, to what is happening around us, it is clear that veganism has moved away from the niche lifestyle, that it once was, to a mainstream movement, marked by significant growth in market presence. According to World Metrics, the global plant-based meat market is projected to reach $8.1 billion by 2026. In the UK alone, sales of vegan meat surged by 40% in 2020 and the number of vegan products has risen by 92% over the past five years.
Despite claims of a decline, there are many indicators that veganism and plant-based living is here to stay. We are here to stay. The availability of plant-based products continues to expand, and the conversation around the environmental and ethical implications of animal agriculture is growing. Younger generations, in particular, show a strong interest in sustainable and compassionate lifestyles, meaning that the movement will continue to evolve.
The apparent decline in veganism may be less about a real drop in numbers and more about shifts in labels, perceptions and survey methodologies. While the term “vegan” might fluctuate in popularity, the underlying principles of reducing animal product consumption for health, ethical, or environmental reasons are gaining momentum. As we move forward, it’s essential to focus on the bigger picture: fostering a more sustainable and compassionate world, regardless of how individuals choose to label their diets.
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