Commercialization and the Future of Vegan Culture

Authors : Rhea Ann George; Pauline Janet

Volume/Issue : Volume 8 - 2023, Issue 3 - March

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Veganism has been one of the mainstream trends in the food & beverages industry in the recent years. Increase in incidence of such health disorders, rise in number of health-conscious consumers, increase in disposable income of target customers have been some of the key factors driving the trend of veganism in key regions specifically North America and Europe. This has increased the demand for different types of plant-based food products such as dairy alternatives and meat substitutes. In Asia-Pacific, millennials account for a larger population, especially in countries such as China, India, and Australia as compared to other population groups. Millennials, population aged between 20 and 35 years, are health-conscious, broad minded, and actively involved in various physical activities. They have been influential in evolving various global industries in terms of product offerings and services. Thus, they are also anticipated to trigger demand for vegan food products during the vegan food market forecast. The study aims to understand how many consumers and public in general have an awareness or knowledge of veganism as well as consider veganism as a dietary lifestyle, which demographic this has mainly hit, how prevalent it is in South India compared to people living abroad, what factors affecting these choices are etc. The survey is designed to ascertain the consumer’s attitude, perception and feeling towards vegan products, ingredients and its impact on the environment. The paper also aims to measure the difference between the anticipated demand of vegan & animal-friendly food substitutes and the actual supply and consumption of such products and acceptability of such a health culture. This study has primary and secondary data. All findings are from first hand data collection. The questionnaire was circulated amongst Students in college, school as well youth that are currently employed, retired senior citizens and middle-aged population spread all over India. About 8.1% of the respondents were also extracted from Outside India from the US, and Australia. This paper finds that most consumers while aware of veganism to a certain extent, often confuse it with vegetarianism and find both to be one and the same, when in fact there are noticeable differences between the two.


Paper Submission Last Date
30 - April - 2024

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