A trendy ideology
It is striking how veganism appears to have faded, with far fewer people openly discussing it now. Before COVID, veganism was widely seen as a trend. Many people wanted to become vegan, and a large number turned to social media to promote the lifestyle. It became something of a fad, with some meat eaters switching to alternatives that were marketed as healthier. There was also concern about how some of these products were produced, with debates around processing methods and ingredients. Despite this, many consumers were influenced by marketing and adopted these alternatives without questioning them too closely.
Alternative meats quickly became popular, with many fast food chains introducing plant based options. Consumers often chose these alternatives due to social pressure, as some felt judged for eating meat or were encouraged to view it as unhealthy or unethical. At the same time, some vegans became highly vocal, using images and videos to highlight the environmental impact of meat consumption, particularly deforestation linked to cattle farming. This led to wider discussions about sustainability and food production. Farmers also raised concerns, especially around labelling, which resulted in some plant based companies using terms such as “oat drink” instead of milk.
Nearly a decade on from its rise, the visibility of veganism appears to have declined. Some people who previously followed a vegan diet have returned to their previous eating habits, sometimes citing personal preference or how certain foods made them feel. In supermarkets, there are signs that demand for some plant based products has slowed, with certain items becoming less prominent on shelves. Brands like Ben & Jerry’s, which once expanded into vegan ranges with creative flavours, have scaled back parts of their offering. In the UK, even campaigns such as Veganuary do not seem to generate the same level of excitement as they once did, with some retailers reducing the number of promotional products available.
Rather than disappearing entirely, veganism may simply have moved beyond its peak as a trend. While some products were criticised for being highly processed or high in sugar, others continue to appeal to consumers for ethical, environmental, or dietary reasons. What has changed is perhaps the intensity of the hype. Instead of being seen as a dominant movement, veganism now sits alongside many other dietary choices, reflecting a broader and more balanced conversation about food, health, and sustainability.
