What’s happening and why?

Interest in vegan food has declined in 43 of the 47 markets we've tracked since Q2 2021, and fewer Europeans are identifying as vegan or pescatarian – a sign many don’t want to follow diets that are too prescriptive. Instead, more are becoming flexitarians, with over 1 in 4 interested in reducing their meat consumption.

Studying these plant-curious consumers suggests ways to give meat-free food more flavor. In the US, aspiring flexitarians are less status-driven, thriftier, and less likely to say eco-friendly food is important than vegans, so plant-based items could benefit from some fresh branding.

Highlighting nutritional advantages is a good starting point. This group is more likely to be interested in high-protein items, and to be dieting to lose weight or improve fitness.

Why should brands care?

Interest in vegan products hasn't gone, it's just flexed a little, and brands can keep the meat-free conversation going by addressing a wider audience. They should dial down discussions around sustainability, and shout about nutrition more.

The vegan slice of the pie is small, and companies that cater to those in the middle are more likely to dish up a greater return.