Veganuary encourages plant-based diet

Veganism will continue to be a major consumer trend globally in 2020. The annual movement ‘Veganuary’ this year will encourage people to attempt a plant-based diet for the duration of a month. Retailers are rushing to meet increased demand for this trend, but red-meat retailers are not so happy, insisting that meat has a place in a healthy diet, says GlobalData a leading data and analytics company.

Arian Bassari, Consumer Analyst at GlobalData, comments: “The vegan movement is showing no signs of slowing down, and Veganuary 2020 is sure to be only the beginning of another important year for the movement. It was claimed that over a quarter of a million people pledged to take part in Veganuary this year, and more people than ever are signing up to Veganuary, which is expanding its influence globally, even launching TV advertisements and receiving celebrity endorsements.”

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In GlobalData’s 2019 Q3 Consumer Survey, 71% of consumers said they find plant-based claims very or somewhat appealing.  However, whether a vegan diet is fundamentally healthier than a typical diet is still up for debate.

In response to the Veganuary movement, various meat-related groups based in the UK have begun to counter the alleged health claims of veganism, in order to dissuade consumers from cutting meat out of their diets in January. Red-meat companies have allegedly contacted health experts and employed social media influencers to persuade people that red meat does indeed have an essential place in our diets.

Bassari continued: “Veganism, though perceived to be healthier, has been scrutinized by doctors in the weeks leading up to Veganuary, who encourage consumers to ensure that they are aware of the dangers of vitamin B12 deficiency that is common in vegetarian and vegan diets.”