Gen Z, born between 1997 and 2012, has become the driving force behind the vegan food market. According to a recent survey conducted by Medical Inspiration Daily For Stronger Society (MIDSS), more than half of Gen Z have chosen to become vegan due to health benefits.
MIDSS interviewed over 3,000 vegans and non-vegans earlier this year to assess their interest, commitments, and motivations for the vegan diet.
Findings
Studies suggest that a vegan diet can promote better heart health and healthy weight management, as well as reduce the risk of chronic diseases. Over 51% of respondents stated they chose a vegan diet for its health benefits.
Obesity has become a growing problem among young people, especially in the United States, with nearly 20% of children and adolescents obese. Obesity increases the risk of type 2 diabetes, asthma, joint problems, and other chronic diseases. Eating plant-based foods helps prevent obesity and associated chronic illnesses.
Surprisingly, given Gen Z’s interest in climate action, the report finds that only 17% of Gen Z respondents say they follow the diet for environmental benefits. Nearly half of non-vegans expressed doubt about the positive environmental impact of the diet. 40% of respondents believe veganism has a positive impact on the environment. Only 17% of Generation Z respondents say they chose to become vegan for ethical reasons.
The desire for animal products and the feeling of missing out on good food are the main barriers to adopting a vegan diet, according to over 30% of Gen Z participants in the MIDSS survey.
Vegan or not, most Gen Z vegans have a positive attitude toward the vegan trend, with less than a third remaining neutral.
Barriers to entry
The survey also revealed that there are still hurdles to overcome; one in ten Gen Z vegans thinks treating a vegan diet as a trend is “weird” and that some people fake it to fit in and be “cool” rather than for the actual benefits of being vegan. Many also dislike vegan influencers, believing they “give it a bad reputation” and “make us look bad.”
Gen Z is also taking a proactive role in educating those around them about the benefits of veganism. 60% of vegans say they educate others, hoping more people will follow in their footsteps. Additionally, about 51% of vegans said understanding health benefits was the biggest barrier to starting a plant-based diet.
MIDSS states that despite the common belief that eating vegan is expensive, a vegan diet primarily composed of vegetables, legumes, and whole grains is significantly cheaper than a diet rich in animal foods.
The cost of plant-based meat substitutes can be expensive, but it is not a necessary part of the vegan diet. The meat substitutes market currently values over $10 billion and is estimated to reach nearly $34 billion by 2027. Plant-based food options are on the rise, and this trend is likely to continue with the aging of Generation Z.
