While nowadays it is not uncommon to walk into restaurants and see vegetarian versions of your favorite dishes, this was not always the case. Vegetarianism and veganism, the movements towards meat-free and animal-free diets respectively, have been slowly but steadily gaining traction in the United States. Meatless diets have begun to exercise remarkable influence over the food industry as support of these lifestyles increases. Politicians like Bill Clinton, celebrities like Anne Hathaway, and a plethora of businesses and consumers in between have voiced their support for meat-free and animal-free diets. As support for these influential movements continues to snowball, many expect that the landscape of food in America will be revolutionized over the next few decades. Food producers, and businesses in general, will need to change their practices in order to gain the support of vegetarians and vegans. There is no denying that these movements are sure to make their impact in the 21st century.
Meatless diets are not a new fad. They have been practiced since ancient times, when religious and philosophical leaders in Egypt, Greece, and India championed them. Vegetarianism became closely tied with Buddhism and Hinduism, two of the world’s most influential and ancient religions, and therefore took root in certain eastern societies. The West has taken a bit longer to catch on.
Ideas about the ethical treatment of animals in the West first came to light through the writings of prominent thinkers like Voltaire during the Enlightenment. But it was not until the 20th century that vegetarianism became a forceful movement. In the 20th century, there was an increased awareness of the relationship between animals and humans. The transparent writing in Upton Sinclair’s “The Jungle” and Peter Singer’s “Animal Liberation” brought public attention to animal ethics. Both the U.S. counter-culture movement during the 1960s and 70s and the environmental movement in the 1990s promoted vegetarianism as a way to advance humanitarian efforts.
While a significant segment of vegetarians and vegans eliminate meat and/or dairy due to respect for animals, there are other reasons behind peoples’ decisions to abstain from the consumption of animal products. Some vegetarians and vegans cite ethics as their primary reasoning, due to strong dislike of America’s industrialized animal farming system. Some vegetarians choose to eliminate meat because they find a meatless diet helps them remain healthy. According to a study conducted by the Harris Interactive Service Bureau, over half of all vegetarians surveyed said they eat a vegetarian diet to improve their overall health. It has been shown that reducing daily meat intake can help combat obesity, contribute to healthier cholesterol levels, and reduce the risk of cancer and heart disease. Furthermore, many vegetarians and vegans abstain from meat and animal products because of environmental concerns, as animal farming is continuously noted as one of the largest national contributors to pollution, global warming, and deforestation. In general, it is common that many vegetarians and vegans attribute a combination of these different reasons for their food choices. This conglomeration of motivations creates a diverse community of those who support an ethical diet and lifestyle.
In the past few years, the popularity and general awareness of vegetarianism and veganism in the United States has grown substantially. Google Trends noted that in the past year public interest in veganism reached an all-time peak. Indeed, the move towards meat-free diets has grabbed the attention of health advocates, celebrities, and politicians. There are a growing number of vegetarian advocacy organizations, films, and advertisements supporting plant-based diets. Vegetarianism and veganism are now household names.
While these movements are growing in popularity, the element that makes them a powerful consumer block is the focus on the “lifestyle” of a meatless diet. Vegetarians aim to make buying choices that reflect their ethical values, including the reduction of animal abuse, improving society’s stance towards the environment, and focusing on a state of natural health. Because of this wide scope of ethical interest, vegetarian and vegan consumers have made noticeable changes to the landscape of products in America. According to Bill Harper of the Vegetarian Times, “A vast number of people are seeking to reduce their meat intake, creating a rapidly growing market for all things vegetarian.”
A large number of restaurants now serve vegetarian and vegan options, and a number of ‘replacements’ foods – almond milk, tofu, non-dairy butter, and others- have made their way into America’s grocery stores to take the place of animals products. Cosmetic companies are feeling pressured to move away from animal testing. Organic food products, including cage-free eggs and free-range meat, focus their attention towards animal respect and highlight the growing support for guilt-free eating.
Last year the U.S. Department of Agriculture projected a further rise in American fruit and vegetable consumption, stating that the overall proportion of fatty meat consumption is on the decline. According to the same Harris Interactive study previously mentioned, the number of vegans has more than doubled since 2009, with 16 million Americans supporting a vegetarian diet and about half of those eating vegan. As these movements gain more traction, food producers will need to tailor their production to this consumer block if they want to continue keeping their business.
In a society where information is everywhere and competition for public loyalty is fierce, 21st century businesses will have to step up their support of ethical, humanitarian, and animal-rights focused practices in order to be successful. While vegetarianism and veganism certainly do not represent the majority of America, there is no doubt that these movements are making a change in its food system.
Quite simply, the move away from meat may indicate a new future.
