Vegan food is on the rise in India, and the youth are leading the charge. This is the fact that came out from a recent all-India survey. The survey brought out very clearly that as the youth of India continue to prioritize their well-being and align their values with sustainable and ethical choices, the vegan movement is poised to maintain its upward trajectory in India. The survey was conducted by market research firm YouGov’s India panel (a leading private market research firm) drawing responses from 2033 participants (across India) and organised by Veganuary, a global non-profit organisation that encourages people worldwide to try vegan for January.
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It brought out that a majority of the respondents in the age group of 18-39 are willing to opt for a vegan diet. As per the survey, 57 per cent of the respondents in the 18-29 age group and 63 per cent in the 30-39 age group are willing to try vegan.
In recent years, there has been a noticeable surge in the adoption of vegan diets among the youth in India. This shift is particularly driven by an increasing health consciousness among young individuals, as evidenced by various lifestyle choices. There is a clear trend of the rising popularity of veganism among Indian youth, fuelled by a strong emphasis on their proactive approach to health.
The survey also brought out that the fundamental reason behind the growing preference for vegan diets among the youth in India is their heightened awareness of self-health (74 per cent) and well-being. This inclination is reinforced by a growing understanding of the potential health benefits associated with plant-based diets.
As per the survey desire to have an ideal body weight, Influence of the celebrities who have adopted a vegan lifestyle, and consciousness about the well-being of the environment are other prominent reasons which are high on the list of youth when deciding to try vegan.
Participants in surveys and studies express concerns about the adverse health impacts associated with the consumption of animal products. High cholesterol, heart diseases, and obesity are among the health issues that motivate young individuals to shift towards a plant-based diet, seen as a means to achieve better overall health through nutrient-dense, plant-derived foods.
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The vegan diet is gaining popularity worldwide.
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Beyond personal health, the vegan movement among Indian youth is also fueled by a deepening concern for the environment. The negative environmental impacts linked to the meat and dairy industry, including deforestation, greenhouse gas emissions, and water pollution, are compelling factors for the youth to make eco-conscious choices in their dietary preferences.
Ethical considerations play a significant role in the decision-making process of young individuals adopting a vegan lifestyle. Many express a desire to reduce animal suffering and promote animal welfare. Exposure to documentaries, social media communities, and campaigns has sensitized the youth to the ethical implications of their food choices, contributing to the rise of veganism as a humane dietary option.
The influence of social media is pivotal in shaping the preferences of Indian youth towards veganism. Influencers, bloggers, and online communities dedicated to promoting plant-based lifestyles provide valuable information, recipes, and personal narratives. Social media platforms serve as catalysts, creating a sense of community and support that encourages young individuals to make informed dietary choices aligned with their health and ethical values.
Another contributing factor to the growing popularity of veganism is the increased availability and accessibility of vegan alternatives in the Indian market. The youth now have access to a diverse array of plant-based products, ranging from meat substitutes to dairy alternatives. The ease of incorporating these vegan options into their everyday diet contributes significantly to the acceptance and normalization of veganism among the younger generation
About the author: Prashant Vishwanath is the Country Director for India at Veganuary.
