Global veganism report maps rapidly shifting markets

A sweeping new global analysis has identified where veganism is gaining traction, where flexitarianism is reshaping food markets, and which countries present the strongest opportunities for plant‑based and alternative‑protein expansion.

The Veganism around the World report from The Vegan Society, which combines international datasets, original polling across 10 countries, and expert‑reviewed profiles of 21 markets, offers one of the most comprehensive snapshots to date of the global vegan landscape.

The findings point to a world where fully vegan diets remain relatively rare – but interest in reducing animal‑product consumption is accelerating, and infrastructure for plant‑based and cultivated alternatives is expanding unevenly but decisively.

Veganism widely understood – even where adoption is low

Despite being coined less than a century ago, the term “vegan” is now recognised across languages and cultures, with many countries adopting the English word directly rather than creating local equivalents. This linguistic spread, the report notes, reflects a growing global awareness of plant‑based eating even in regions where uptake remains modest.

Flexitarianism dominates – and signals a major market opportunity

Across the 10‑country survey, flexitarians accounted for 16–30% of respondents in nearly every market, with Japan the only outlier at 7%. While full vegan adoption remains limited, the scale of flexitarian behaviour suggests strong demand for hybrid, plant‑forward and reduced‑animal‑protein products.

India stands out: 14% of respondents identified as vegan – the highest share in the survey – reflecting cultural dietary patterns and a long‑established familiarity with plant‑based eating.

New Zealand leads for vegan dining options; Taiwan tops dedicated vegan restaurants

New Zealand emerged as the most vegan‑friendly country per capita when it comes to dining options – driven not by specialist vegan restaurants, but by mainstream venues offering vegan choices. For travellers seeking fully vegan establishments, Taiwan ranked highest globally.

Alternative‑protein ecosystems: USA leads in volume, Singapore leads per capita

The report confirms long‑standing expectations: the United States hosts the largest number of animal‑product‑alternative companies overall. But on a per‑capita basis, Singapore takes the top spot – validating predictions made nearly a decade ago that it would become an early adopter of cultivated meat. Singapore approved the world’s first commercial sale of cultivated meat in 2020 and continues to position itself as a hub for both plant‑based and cellular agriculture innovation.

Complex consumption patterns: Israel excels in alt‑protein but remains a heavy meat consumer

Israel, a global leader in alternative‑protein innovation, also ranks among the world’s highest consumers of poultry and beef. The report attributes this paradox partly to religious dietary laws that limit pork consumption, pushing consumers toward other animal proteins despite strong cultural and technological momentum behind plant‑based options.

India’s “beef paradox”: dairy drives carabeef exports

India – often perceived as a low‑beef‑consumption country – is the world’s fourth‑largest producer and exporter of beef, primarily carabeef from water buffalo. The report highlights the structural link between India’s dairy sector and its beef output: male calves and spent dairy animals are funnelled into the meat supply chain, illustrating how dairy and beef production remain deeply intertwined.

Public sentiment: veganism not as polarising as media narratives suggest

Contrary to stereotypes, survey respondents across markets expressed largely neutral or positive feelings toward vegans and veganism. Negative sentiment was far less common than media portrayals might imply – a finding that could embolden brands and advocacy groups hesitant to lean into plant‑based messaging.

Search data: veganism outpaces climate change in global interest

Google Trends analysis shows that searches for “veganism” significantly exceed those for “vegetarianism” – and dramatically surpass searches for “climate change.” The report suggests that consumer curiosity about plant‑based lifestyles may be outpacing broader environmental discourse.

A roadmap for industry, advocates and policymakers

By combining quantitative data, original polling and qualitative country profiles, the report aims to guide businesses, NGOs and policymakers in identifying high‑potential markets for plant‑based products, cultivated meat, and vegan advocacy.

With flexitarianism rising, alternative‑protein ecosystems maturing, and public sentiment warming, the authors argue that the next phase of global vegan growth will depend on targeted strategies that reflect each country’s cultural, economic and political context.

‍