Veganism, once discounted as the militant left-wing cousin of vegetarianism, has had an image refresh that could rival the transformations at Queer Eye.
Its popularity, fuelled partly by the rise of a more conscious consumer, has seen choice expand and accessibility spill into the mainstream. No longer a fad for the strait-laced, veganism has broadened its appeal beyond ethics to the universal attraction of taste, health, style, and sustainability.
In the UK, popular pastry and bakery chain Greggs attributed its burgeoning sales to the successful launch of its vegan sausage roll, while high-end department store Selfridges claimed that its vegan confectionary range boosted its overall Christmas sales. Ethical veganism meanwhile is now protected in law for the first time, making it illegal to discriminate against anyone who upholds its philosophical beliefs. Fifteen years ago, if you were to mention “plant-based” to anyone, they might have gazed at you, head tilted marginally, and uttered a confused, “Huh?” Today, everyone from Mike Tyson to your relatives, are eating plant-based and revealing that they’ve shed pounds, dropped their cholesterol levels, and are living their best life.
