It is becoming increasingly clear that the consumption of animals is a major contributor to numerous global problems. Since a plant-based diet addresses all of these problems simultaneously and can help to resolve them, the move towards a diet and lifestyle free from animal products is rapidly gaining momentum. A plant-based diet saves many animals from a life of suffering, reduces one’s personal ecological footprint, and can contribute to a fairer world. At the same time, plant-based eating can also offer a healthier and more varied diet.

In the United States, roughly 6% of the population is vegetarian. This is about the same level as in other Western countries such as Germany. This does not include the number of pescatarians, who add fish to an otherwise vegetarian diet. About 4% of the U.S. population follows a vegan diet. It is noteworthy that the number of vegans is so small that surveys have a hard time clearly showing how many vegans there are. Variance in survey responses can result in the share of vegans being halved or doubled compared to prior surveys. Among younger consumers, both veganism and vegetarianism are more widespread than among older consumers.

Animal welfare influences the purchase decisions of Americans. Over half of U.S. consumers stated that if a food product is produced with animal welfare in mind, it influences their purchase decision. However, the leading reason to follow any diet or eating pattern in the U.S. is that people want to feel better and have more energy. Vegetarians, whether former or current, name health benefits more often than other reasons as an explanation of why they are or were following a vegetarian diet. Among those who are not vegetarians, health benefits are seen as the most compelling reason to become vegetarian.

A great business opportunity

The increased awareness about the benefits of the vegan diet is an important factor that is responsible for the growth of this market across various nations. The countries in the North American region, the European region, and the Asia Pacific region have a large percentage of vegan population. The outbreak of the COVID-19 pandemic has impacted the behavior of many nations. Increased awareness about the health and well-being of individuals has played an important role in the growth of the vegan market. Owing to the benefits of the vegan diet, there’s a shift in the purchase patterns. There is an increased acceptance of the vegan product among the young population across the globe. There is an increasing demand for alternative dairy products, meat substitutes, and other food substitutes, which is driving the market for vegan food. Vegan food products are derived from or processed from plant-based sources. Vegan food products are offered as meat substitutes, which are actually healthier than meat and provide a great taste and flavor. They are primarily made from ingredients like wheat, soy, and others. Dairy-free products and beverages are prepared from soy, rice, coconut, and almond.

The global vegan food market size is calculated at USD 22.33 billion in 2025 and is forecasted to reach around USD 55.42 billion by 2034. The U.S. vegan food market size was evaluated at USD 6.20 billion in 2024 and is predicted to be worth around USD 17.35 billion by 2034.

North America dominated the global vegan food market with the largest share of 37% in 2024. The awareness about the food industry and its impact on the environment is leading to a growth in this market. The increased number of lactose-intolerant people in the US is fueling the demand for alternative dairy products in the US. The North American region and the European region have the same purchasing pattern. The increased awareness about veganism is also increasing the revenue for the vegan restaurants in these regions. Major food chains like Starbucks and Domino’s have launched vegan products in order to capture the consumer base in Europe. The number of vegan consumers in Europe is rising. Major market players in this region are trying to launch new innovative products in order to bring down the prices of the products and to improve the quality of these products.

The rise of the vegan fast food

The surge in the popularity of vegetarian fast food is closely linked to a growing health consciousness among consumers. People are increasingly aware of the health benefits associated with a vegetarian diet, including lower risks of heart disease, hypertension, and certain types of cancer.

This awareness is not anecdotal. The health benefits of plant based diets are supported by scientific studies and health reports which show a clear trend towards healthier eating habits. The rise in vegetarianism and veganism is a testament to this shift. As a result, vegetarian fast food, once a niche market, has now moved into the mainstream, offering a plethora of nutritious and delicious options that cater to this health-conscious wave. This trend underscores a societal move towards wellness and preventive healthcare through diet.

Vegetarian fast food is not just a culinary trend; it’s a growing movement redefining the landscape of quick-service dining. Its recent rise in popularity underscores a significant shift in consumer preferences and lifestyle choices.

The shift towards vegetarian fast food is significantly driven by increasing environmental and ethical concerns. As awareness of the environmental impact of meat production grows, more people are turning to plant-based diets as a way to reduce their carbon footprint. The meat industry is a major contributor to greenhouse gas emissions, deforestation, and water usage, prompting a reevaluation of dietary choices.

Ethical considerations regarding animal welfare also play a crucial role in this transition. Consumers are becoming more conscious of the conditions in which animals are raised and processed, leading to a demand for more sustainable and ethically sourced food options. This growing environmental and ethical awareness is a key factor in the rise of vegetarian fast food and even vegetarian catering, reflecting a societal shift towards more responsible consumption habits.

The escalating demand for convenience in our fast-paced society has been a pivotal factor in the rise of vegetarian fast food. Today’s consumers, often pressed for time, seek quick and easy meal solutions that align with their health and lifestyle choices. This trend has led to the growth of plant based fast food options that offer both speed and nutritional value.

Platforms like Instagram, TikTok, and Facebook have become vital arenas where food trends are set and spread rapidly. Influencers and food bloggers showcasing vegetarian fast food options have played a significant role in changing perceptions and enticing a broader audience.

These platforms allow for the visual and experiential aspects of food to be shared, creating a buzz around vegetarian options that are not only healthy but also aesthetically appealing and trendy. Additionally, social media campaigns have effectively highlighted the diversity and richness of vegetarian cuisine, challenging the stereotype of it being bland or unvaried.

A few years ago, the idea of eating a vegan meal at a mainstream fast food restaurant would have seemed a distant dream. But there are now meat-free and plant-based options everywhere from McDonald’s and Burger King to Pizza Hut and Domino’s.

The effects of vegan junk food

While several studies have shown the beneficial effect of a vegan diet on human health, due to increased consumption of vegetables, fruits, nuts, cereal grains, legumes, and seeds, the increased prevalence of vegan junk food poses a risk of imbalanced nutritional intake.

Recent developments in the food industry have enabled new plant-based meats and dairy substitutes to be created; Among them, a proportion of those are classified as ultra-processed foods. The constituents of ultra-processed foods include additives such as texturizers, dyes, and emulsifiers.

This increased availability of plant-based food alternatives for both vegetarians and vegans is thought to aid dietary planning, though little information is known about the effect of these ultra-processed foods, particularly regarding their nutritional quality and functional effects.

Ultra-processed foods are defined as formulations of substances that are taken from foods (the three major macronutrients, starches, fats, and protein isolates) combined with flavors, colors, emulsifiers, and other cosmetic additives. The true definition of the term ultra-processed foods is contested; however, these products have characteristic features which include high energy density, high sodium content, high fat and free sugar content, and low in vitamins and minerals, as well as dietary fiber.

Ultra-processed foods are commonly marketed as healthy, as they fall under the vegan label. These ultra-processed foods fall under the NOVA classification system. The Nova classification was produced in 2014 by Brazil, the first country in the world to release dietary guidelines based on the degree of food processing. In this system, minimally processed foods were distinguished from processed foods and ultra-processed foods in what is termed as NOVA.

Recent research has shown that ultra-processed foods can seriously damage our health. In 2023, for example, one study from the University of Bristol and the International Agency for Research on Cancer suggested that people who consumed more ultra-processed foods, including vegan options like potato chips and breakfast cereals, had a higher risk of head, neck, and esophageal cancer. Ultra-processed products have also been linked with an increased risk of cognitive decline, stroke, and premature aging.

Is the food industry destroying vegan food?

Recent research challenges the perceived health benefits of vegan fast food alternatives. This study, spanning fast food chains in Australia, Canada, Poland, the UK, and the US, reveals that plant-based options such as burgers, wraps, and pizzas offer no significant health advantages over their meat counterparts.

Methodically, researchers compared plant-based meals with meat-based ones from the same chain and country, ensuring minimal weight difference and food type similarity. The findings were unexpected: vegetarian options, while lower in sodium, contained more sugar, carbohydrates, and notably less protein. Notably, vegetarian (but not strictly vegan) options often had higher fat and saturated fat content compared to their meat-based equivalents.

Calorically, there was little difference between the plant and meat-based meals. This undermines the assumption that plant-based fast food is a healthier alternative, particularly for individuals concerned about diabetes and obesity.

Designed to replicate the taste, texture and appearance of conventional meat such as beef, pork and chicken, these plant-sourced products are often used in dishes and products that would traditionally include meat. As such they increase the culinary scope of those following a vegan diet and appeal to ‘flexitarians’ who might enjoy eating meat but want to reduce their consumption.

A host of different ingredients (usually protein-based) are now used to make these products. Purified protein from soy, wheat and other cereals; peas, legumes, mushrooms (mycoprotein) and even micro-algae can be engineered to mimic the appearance and sensory experience you’d get from eating meat.

Just because a food is vegan doesn’t mean it is healthy or nutritious. Therefore, vegans wanting to improve their health should stick to minimally processed plant foods and limit their use of the following products:

1. Vegan junk food: Vegan ice cream, candy, cookies, chips and sauces generally contain just as much added sugar and fat as their non-vegan counterparts. Plus, they contain almost no vitamins, minerals and beneficial plant compounds.
2. Vegan sweeteners: Vegan or not, molasses, agave syrup, date syrup and maple syrup are still added sugars. Eating too much of them may increase your risk of developing medical issues such as heart disease and obesity
3. Mock meats and cheeses: These processed foods generally contain lots of additives. They also provide you with far fewer vitamins and minerals than whole, protein-rich plant foods like beans, lentils, peas, nuts, and seeds.
4. Some dairy-free milks: Sweetened dairy-free milks generally contain a good amount of added sugar. Opt for the unsweetened versions instead.
5. Vegan protein bars: Most vegan protein bars contain high amounts of refined sugar. What’s more, they usually contain an isolated form of protein, which lacks the nutrients you’d find in the plant it was extracted from.