The Plant-Based Foods Trend and Generation Z
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FROM
VeggieHappy.com
June 2018
The trend of plant-based eating continues gaining
momentum, and Generation Z is set to take it to yet another level... It’s
good business. Diners want to eat what makes them happy.

The trend of plant-based eating continues gaining momentum, and
Generation Z is set to take it to yet another level.
Here are a few
compelling statistics reflecting the rising interest in eating plant-based
foods:
- Just Eat, an international food delivery company, predicted
plant-based food options to be the top food trend of 2018, based on the
987% increase in demand for vegetarian options in 2017.
- Plant-based foods were ranked as the #1 food trend in 2018 by
international food and restaurant consulting group Baum + Whiteman.
- A September 2017 Neilson survey found that 39% of Americans and 43%
of Canadians are actively trying to incorporate more plant-based foods
into their diets.
- “Plant-based diet” was one of Google’s highest growth search phrases
in 2017, and Google Trends reports that queries using the term “vegan”
have increased every year.
- The substitute meat market is expected to grow 8.4% annually,
reaching $5.2 billion globally by 2020, according to a report from
Allied Market Research. For this report, “meat substitutes” were
comprised of products prepared from tofu, tempeh, textured vegetable
protein, seitan, and other plant-based sources.
The spike of interest in plant-based foods has largely been attributed to
Millennials, but now, and even more so, it’s Generation Z. Generation Z are
people born between the mid-1990s and the mid-2000s, which means they are
now 15 to 25 years old.
Here are some compelling findings on Gen Z:
- A 2015 survey of foodservice professionals in colleges and
universities across North America listed “plant-based menus” as an up
and coming item. These foodservice professionals also noted placing a
particular focus on “sourcing alternative proteins.” (Source: Y-Pulse
Survey: “What does Gen Z want to eat?”)
- A 2017 report found that Generation Z consumes 57% more tofu and
550% more non-dairy milk than Millennials. Many are considered part of a
growing movement of “flexitarians” who eat meat and animal products
sparingly. (Source: Barkley/FutureCast report, “Getting to Know Gen Z:
How the Pivotal Generation is Different From Millennials”)
Naturally, these statistics are a reflection of what we are recognizing
in our day-to-day lives, as we see mainstream and international food brands
pouring money into new and developing non-dairy and meat-free divisions,
restaurant menus expanding and highlighting their vegan options, and
mainstream venues adding more tantalizing plant-based fare to their general
food concessions. It’s good business. Diners want to eat what makes them
happy.
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