Celebrities abandoning plant-based diets, poor sales for vegetarian food firms, and shifting policies in the US spark debate on whether the vegan trend is ending.
The Rise and Fall of Veganism
A few years ago, plant-based food gained popularity globally. Diets were once associated with tofu and dry soy cutlets until plant-based burgers, sausages, and deli meats emerged, often mimicking animal versions closely. The widespread promotion of plant-based diets and veganism began in Poland around 10 years ago, with 2020 marking a golden period of growth.
Protein Over Plants
New trends have emerged in the last 2-3 years. Celebrities and influencers who previously advocated for reduced meat or veganism now announce their return to animal products. The current dietary trend focuses on maximizing protein intake, often linked to increased meat consumption though not exclusively. Steaks dominate, and collagen-rich broths simmered for hours are featured in health-focused recipes.
Market Realities
Despite online buzz, the plant-based market continues to grow globally, expanding from $17.7 billion to $28.6 billion in the last decade. Large corporations are now entering a field once dominated by startups. However, some plant-based businesses are closing, possibly due to rising costs rather than waning consumer interest.
Flexitarianism on the Rise
Flexitarianism—intentionally reducing meat without full abstention—is now prevalent in Europe, affecting about 27% of the population, with rates at 40% in Germany and 37% in Austria. A PBS survey found 26% of Polish respondents plan to reduce meat consumption this year, while 3% aim to quit entirely.
Meat Consumption Trends
European meat consumption per capita has remained stable at 64-66 kg for a decade. Polish figures fluctuate annually within 75-80 kg. Globally, demand rises in developing nations like China, though India remains low at 6 kg per person. Some countries show declines, such as Germany’s 10 kg drop since 2010.
Cultural Wars Over Diet
Diet choices are deeply personal, but politicians increasingly weaponize food policies. The Trump administration reversed nutritional guidelines, prioritizing meat and plant fats. In Europe, some political forces seek bans on terms like “burger” for plant-based alternatives. Poland’s meat industry promotes taste while sometimes attacking veganism with unsubstantiated claims.
Plant-Based Market Maturing
The plant-based burger market is maturing after rapid growth. While some brands like Beyond Meat saw stocks plummet, others like Poland’s “Bezmięsny” thrive, reporting $10 million in sales and expanding exports. Price gaps remain, but legumes and seasonal produce offer affordable plant-based alternatives.