November is World Vegan Month, and to mark the occasion the UK’s Vegan Society has unveiled two new initiatives: V Nutrition and Vegan on the Go.
These initiatives highlight a big shift in why people are going vegan: Being healthy has become more important than animal ethics for many new vegans.
V Nutrition is an app developed by the Vegan Society’s in-house nutritionist that can help vegans ensure they get all their nutrients. The Vegan Society is concerned that people won’t go vegan — or will return to animal products — if they think they won’t be able to do it healthily.
An increasing number of vegetarians and vegans are choosing their lifestyle as they believe it is healthy — now at 22 percent — and catching up to the 39 percent who are vegan because they think eating animals is cruel, according to a recent GlobalData study.
However, of the 84 percent of vegetarians and vegans who quit the lifestyle before the end of their lifetime, the vast majority were following it because they believed it was healthy, a study commissioned by the Humane Research Council in the US showed in 2014.
The vegan movement has a problem with new recruits to the cause throwing in the towel if they feel they aren’t getting proper nutrition, particularly the young and health conscious that are likely to become vegan for health reasons in the first place.
The second initiative, Vegan on the Go, is a campaign to encourage retailers to provide more ready made vegan food.
Vegans have traditionally cooked and prepared food themselves — mostly because mainstream shops didn’t carry anything they could eat. As being vegan has become more popular there are more on offer but no where near as many or available for non-vegans.
With people eating far more on the go, especially the younger single demographic, the Vegan Society know this has to change if they want veganism to go mainstream.
Both V Nutrition and Vegan on the Go highlight how the growth in popularity of veganism has exposed the practice to a less staunchly vegan, hard line consumer base.