Editing Veganism (section)

==Increasing interest==
===History of alternative food movements===
Wheat gluten, originally called ''[[Seitan|miànjīn]]'' (麵筋), is a preparation of wheat that has been documented in China since the 6th century and continues to be used today. It is widely used as a meat substitute by both monastic and lay [[Pure Land Buddhism|Chinese Buddhists]]. The oldest reference to wheat gluten appears in the ''[[Qimin Yaoshu]]'', a Chinese agricultural encyclopedia written by Jia Sixie in 535.<ref>{{Cite book |last1=Needham |first1=Joseph |title=Science and civilisation in China |last2=Huang |first2=Hsing-Tsung |date=2000 |publisher=Cambridge university press |isbn=978-0-521-65270-4 |location=Cambridge}}</ref> This encyclopedia mentions noodles prepared from wheat gluten called ''bótuō'' (餺飥). Wheat gluten was known as ''miànjīn'' (麵筋) by the [[Song dynasty]] (960–1279).<ref>{{Cite book |title=Food in time and place: the American Historical Association companion to food history |date=2014 |publisher=University of California Press |isbn=978-0-520-27745-8 |editor-last=Freedman |editor-first=Paul |location=Oakland, California |editor-last2=Chaplin |editor-first2=Joyce E. |editor-last3=Albala |editor-first3=Ken}}</ref><ref>{{cite book |last1=Shurtleff |first1=William |last2=Huang |first2=H.T. |editor-last=Aoyagi |editor-first=Akiko |title=History of Soybeans and Soyfoods in China and Taiwan, and in Chinese Cookbooks, Restaurants, and Chinese Work with Soyfoods Outside China (1024 BCE to 2014): Extensively Annotated Bibliography and Sourcebook, Including Manchuria, Hong Kong and Tibet |url=https://books.google.com/books?id=bTHfAwAAQBAJ |date=2014 |publisher=Soyinfo Center |isbn=978-1-928914-68-6 |oclc=965823124}}</ref>

In the 1960s and 1970s, a vegetarian food movement emerged as part of the [[Counterculture of the 1960s|counterculture in the United States]] that focused on concerns about diet, the environment, and a distrust of food producers, leading to increasing interest in organic gardening.<ref name=VA>Iacobbo, Karen and Michael Iacobbo. "Chapter 9: Peace, Love, and Vegetarianism: The Counterculture of the 1960s and 1970s", In ''Vegetarian America: A History''. Westport: Praeger, 2004.</ref><ref>Andrew F. Smith, ''Eating History'', New York: Columbia University Press, 2013, [https://books.google.com/books?id=IH6KFJ4Om0oC&pg=PA197 197]; Wright 2015, 34.</ref> One of the most influential vegetarian books of that time was [[Frances Moore Lappé]]'s 1971 ''[[Diet for a Small Planet]]''.<ref name="npr16">{{cite news |last1=Aubrey |first1=Allison |title=If You Think Eating Is A Political Act, Say Thanks To Frances Moore Lappe |url=https://www.npr.org/sections/thesalt/2016/09/22/494984095/70s-food-movement-promoted-benefits-of-plant-based-diet |work=NPR |date=22 September 2016 }}</ref> It sold more than three million copies and suggested "getting off the top of the food chain".<ref>[[Frances Moore Lappé]], ''Diet for a Small Planet: How to Enjoy a Rich Protein Harvest by Getting Off the Top of the Food Chain'', Friends of the Earth/Ballantine, 1971; Smith 2013, [https://books.google.com/books?id=IH6KFJ4Om0oC&pg=PA197 197].</ref>

The following decades saw research by a group of scientists and doctors in the U.S., including [[Dean Ornish]], [[Caldwell Esselstyn]], [[Neal D. Barnard]], [[John A. McDougall]], [[Michael Greger]], and [[biochemist]] [[T. Colin Campbell]], who argued that diets based on [[animal fat]] and animal protein, such as the [[Western pattern diet]], were unhealthy.<ref>For health professionals' interest in vegetarian diets in the last quarter of the 20th century: Donna Maurer, ''Vegetarianism: Movement or Moment?'', Temple University Press, 2002, 23; for Ornish and Barnard, 99–101.{{pb}}
For McDougall: Karen Iacobbo, Michael Iacobbo, ''Vegetarians and Vegans in America Today'', Greenwood Publishing Group, 2006, 75.{{pb}}
For Ornish, Campbell, Esselstyn, Barnard, and Greger: [[Kathy Freston]], ''Veganist'', Weinstein Publishing, 2011. Ornish, from [https://books.google.com/books?id=E8XpM5fFBrYC&pg=PA21 21]; Campbell, [https://books.google.com/books?id=E8XpM5fFBrYC&pg=PA41 41]; Esselstyn, [https://books.google.com/books?id=E8XpM5fFBrYC&pg=PA57 57]; Barnard, [https://books.google.com/books?id=E8XpM5fFBrYC&pg=PA73 73]; Greger, [https://books.google.com/books?id=E8XpM5fFBrYC&pg=PA109 109].</ref> They produced a series of books that recommend vegan or vegetarian diets, including McDougall's ''The McDougall Plan'' (1983), [[John Robbins (author)|John Robbins]]'s ''[[Diet for a New America]]'' (1987), which associated meat eating with environmental damage, and ''Dr. Dean Ornish's Program for Reversing Heart Disease'' (1990).<ref>For McDougall Plan: Iacobbo and Iacobbo 2006, 75; for Robbins: Wright 2015, 35, and
Preece 2008, [https://books.google.com/books?id=uMnubkF5HjAC&pg=PA327 327]; for Ornish: Maurer 2002, 99–101.</ref> In 2003 two major North American dietitians' associations indicated that well-planned vegan diets were suitable for all life stages.<ref>{{cite journal |last1=Sabaté |first1=Joan |title=The contribution of vegetarian diets to health and disease: a paradigm shift? |journal=The American Journal of Clinical Nutrition |date=September 2003 |volume=78 |issue=3 |pages=502S–507S |doi=10.1093/ajcn/78.3.502S |pmid=12936940 |doi-access=free }}</ref><ref>{{cite journal |author1=American Dietetic Association |author2=Dietitians of Canada |title=Position of the American Dietetic Association and Dietitians of Canada: Vegetarian diets |journal=Journal of the American Dietetic Association |date=June 2003 |volume=103 |issue=6 |pages=748–765 |doi=10.1053/jada.2003.50142 |pmid=12778049 |citeseerx=10.1.1.739.2592 }}</ref> This was followed by the film ''[[Earthlings (film)|Earthlings]]'' (2005), Campbell's ''[[The China Study]]'' (2005), Rory Freedman and Kim Barnouin's ''[[Skinny Bitch]]'' (2005), [[Jonathan Safran Foer]]'s ''[[Eating Animals]]'' (2009), and the film ''[[Forks Over Knives]]'' (2011).<ref>For Freedman and Barnouin: Wright 2015, 104; for ''Earthlings'': Wright 2015, 149.{{pb}}
For Campbell and Esselstyn: {{Cite web|url=http://thechart.blogs.cnn.com/2011/08/25/becoming-heart-attack-proof/|title=Gupta: Becoming heart attack proof|last=Gupta|first=Sanjay|author-link=Sanjay Gupta|date=25 August 2011|publisher=[[CNN]]|archive-url=https://web.archive.org/web/20180312220402/http://thechart.blogs.cnn.com/2011/08/25/becoming-heart-attack-proof/|archive-date=12 March 2018|url-status=dead|access-date=12 March 2018}}{{pb}}
For ''Eating Animals'': {{Cite news|url=https://www.washingtonpost.com/wp-dyn/content/article/2009/11/20/AR2009112001684.html|title=Book Review: ''Eating Animals'' by Jonathan Safran Foer|last=Yonan|first=Joe|date=22 November 2009|newspaper=[[The Washington Post]]|archive-url=https://web.archive.org/web/20180312220800/http://www.washingtonpost.com/wp-dyn/content/article/2009/11/20/AR2009112001684.html|archive-date=12 March 2018|url-status=live|access-date=12 March 2018}}{{pb}}
For Esselystyn and ''Forks Over Knives'': {{Cite web|url=http://www.cnn.com/2011/HEALTH/08/19/heart.attack.proof.diet/|title=The 'heart attack proof' diet?|last=Martin|first=David S.|date=25 November 2011|work=CNN|archive-url=https://web.archive.org/web/20180312221202/http://www.cnn.com/2011/HEALTH/08/19/heart.attack.proof.diet/|archive-date=12 March 2018|url-status=live|access-date=12 March 2018}}</ref>

In the 1980s, veganism became associated with [[punk subculture]] and [[Punk ideologies|ideologies]], particularly [[straight edge]] [[hardcore punk]] in the U.S.<ref>{{cite book|last=Haenfler|first=Ross|title=Straight Edge: Hardcore Punk, Clean Living Youth, and Social Change|url=https://archive.org/details/straightedgeclea00haen_179|url-access=limited|year=2006|publisher=Rutgers University Press|isbn=978-0-8135-3851-8|pages=[https://archive.org/details/straightedgeclea00haen_179/page/n65 53], 427–8}}</ref> and [[anarcho-punk]] in the United Kingdom.<ref>{{Cite book|last1=Tilbürger|first1=Len|last2=Kale|first2=Chris P.|year=2014|title='Nailing Descartes to the Wall': animal rights, veganism and punk culture|url=https://theanarchistlibrary.org/library/len-tilburger-and-chris-p-kale-nailing-descartes-to-the-wall-animal-rights-veganism-and-punk-cu|url-status=live|type=[[Zine]]|publisher=Active Distribution|archive-url=https://web.archive.org/web/20180312223555/https://theanarchistlibrary.org/library/len-tilburger-and-chris-p-kale-nailing-descartes-to-the-wall-animal-rights-veganism-and-punk-cu|archive-date=12 March 2018|access-date=12 March 2018|via=The Anarchist Library}}</ref> This association continues into the 21st century, as evidenced by the prominence of vegan punk events such as [[Fluff Fest]] in Europe.<ref name="sober">{{cite book|url=https://books.google.com/books?id=YWb7BgAAQBAJ&pg=PA137|archive-url=https://web.archive.org/web/20200726044944/https://books.google.com/books?id=YWb7BgAAQBAJ&pg=PA137|url-status=dead|archive-date=26 July 2020|title=Sober Living for the Revolution: Hardcore Punk, Straight Edge, and Radical Politics|page=137|last=Kuhn|first=Gabriel|publisher=PM Press|date=2010|isbn=978-1-60486-051-1|author-link=Gabriel Kuhn|access-date=7 October 2017}}</ref><ref name="bandcamp">{{Cite web|url=https://daily.bandcamp.com/2017/09/20/czech-diy-list/|title=The Sincere and Vibrant World of the Czech DIY Scene|last=Sanna|first=Jacopo|date=20 September 2017|publisher=[[Bandcamp]]|archive-url=https://web.archive.org/web/20180312223729/https://daily.bandcamp.com/2017/09/20/czech-diy-list/|archive-date=12 March 2018|url-status=dead|access-date=12 March 2018|quote=Every year, at the end of July, the small and grassy airport of Rokycany, a small Czech town a few miles east of Plzeň, fills with people for a gathering called Fluff Fest. Attendance is a summer ritual for many European fans of punk, hardcore, crust, and screamo. Featuring more than a hundred bands, tons of vegan food, a fanzine library, and various workshops, Fluff Fest has established itself as the main DIY hardcore punk event in Europe, growing every year since its inaugural edition in 2000.}}</ref>

===Into the mainstream===
{{see also|2010s in food|List of vegans}}

The vegan diet became increasingly mainstream in the 2010s,<ref name="Early2010sMainstreaming">{{Cite web|url=https://www.cbsnews.com/news/vegan-diets-become-more-popular-more-mainstream/|title=Vegan Diets Become More Popular, More Mainstream|date=5 January 2011|publisher=[[CBS News]]|agency=[[Associated Press]]|archive-url=https://web.archive.org/web/20180301171201/https://www.cbsnews.com/news/vegan-diets-become-more-popular-more-mainstream/|archive-date=1 March 2018|url-status=live|access-date=1 March 2018}}{{pb}}{{Cite web|url=http://www.cbc.ca/news/canada/from-pro-athletes-to-ceos-and-doughnut-cravers-the-rise-of-the-vegan-diet-1.1049116|title=From pro athletes to CEOs and doughnut cravers, the rise of the vegan diet|last=Nijjar|first=Raman|date=4 June 2011|publisher=[[CBC News]]|archive-url=https://web.archive.org/web/20180301170652/http://www.cbc.ca/news/canada/from-pro-athletes-to-ceos-and-doughnut-cravers-the-rise-of-the-vegan-diet-1.1049116|archive-date=1 March 2018|url-status=live|access-date=1 March 2018}}{{pb}}{{Cite web|url=https://www.independent.co.uk/life-style/food-and-drink/features/no-meat-no-dairy-no-problem-is-2014-the-year-vegans-become-mainstream-9032064.html|title=No meat, no dairy, no problem: is 2014 the year vegans become mainstream?|last=Molloy|first=Antonia|date=31 December 2013|website=[[The Independent]]|archive-url=https://web.archive.org/web/20180322231210/https://www.independent.co.uk/life-style/food-and-drink/features/no-meat-no-dairy-no-problem-is-2014-the-year-vegans-become-mainstream-9032064.html|archive-date=22 March 2018|url-status=live|access-date=22 March 2018}}</ref><ref name="Late2010sMainstreaming">{{Cite news|url=https://www.theglobeandmail.com/life/food-and-wine/food-trends/vegan-cuisine-moves-into-the-mainstream/article22430440/|title=Vegan cuisine moves into the mainstream&nbsp;– and it's actually delicious|last=Tancock|first=Kat|date=13 January 2015|website=[[The Globe and Mail]]|archive-url=https://web.archive.org/web/20180301165409/https://www.theglobeandmail.com/life/food-and-wine/food-trends/vegan-cuisine-moves-into-the-mainstream/article22430440/|archive-date=1 March 2018|url-status=live|access-date=1 March 2018}}{{pb}}{{Cite news|last=Crawford|first=Elizabeth|date=17 March 2015|title=Vegan is going mainstream, trend data suggests|url=https://www.foodnavigator-usa.com/Article/2015/03/17/Vegan-is-going-mainstream-trend-data-suggests|url-status=live|website=FoodNavigator-USA|publisher=[[William Reed Business Media]]|archive-url=https://web.archive.org/web/20180414003926/https://www.foodnavigator-usa.com/Article/2015/03/17/Vegan-is-going-mainstream-trend-data-suggests|archive-date=14 April 2018|access-date=13 April 2018}}{{pb}}{{Cite news|last=Oberst|first=Lindsay|date=18 January 2018|title=Why the Global Rise in Vegan and Plant-Based Eating Isn't A Fad (600% Increase in U.S. Vegans + Other Astounding Stats)|url=https://foodrevolution.org/blog/vegan-statistics-global/|url-status=live|department=Future of Food|website=Food Revolution Network|archive-url=https://web.archive.org/web/20180414003918/https://foodrevolution.org/blog/vegan-statistics-global/|archive-date=14 April 2018|access-date=13 April 2018}}{{pb}}{{Cite news|last=Jones-Evans|first=Dylan|date=24 January 2018|title=The rise and rise of veganism and a global market worth billions|url=https://www.walesonline.co.uk/business/business-opinion/rise-rise-veganism-global-market-14199168|url-status=live|website=WalesOnline|publisher=[[Media Wales]]|archive-url=https://web.archive.org/web/20180414005141/https://www.walesonline.co.uk/business/business-opinion/rise-rise-veganism-global-market-14199168|archive-date=14 April 2018|access-date=13 April 2018}}</ref><ref name=Pendergrast>Nick Pendergrast, "Environmental Concerns and the Mainstreaming of Veganism", in T. Raphaely (ed.), ''Impact of Meat Consumption on Health and Environmental Sustainability'', IGI Global, 2015, [https://books.google.com/books?id=Gkz-CgAAQBAJ&pg=PA106 106].</ref> especially in the latter half.<ref name="Late2010sMainstreaming"/><ref name="Hancox2018">{{Cite news|last=Hancox|first=Dan|date=1 April 2018|title=The unstoppable rise of veganism: how a fringe movement went mainstream|url=https://www.theguardian.com/lifeandstyle/2018/apr/01/vegans-are-coming-millennials-health-climate-change-animal-welfare|url-status=live|work=The Guardian|archive-url=https://web.archive.org/web/20180402155807/https://www.theguardian.com/lifeandstyle/2018/apr/01/vegans-are-coming-millennials-health-climate-change-animal-welfare|archive-date=2 April 2018|access-date=2 April 2018}}</ref> ''[[The Economist]]'' declared 2019 "the year of the vegan".<ref name="parkerECON">{{cite news |last1=Parker |first1=John |title=The year of the vegan|url=https://worldin2019.economist.com/theyearofthevegan|newspaper=The Economist |access-date=19 February 2019}}</ref> Chain restaurants began marking vegan items on their menus and supermarkets improved their selection of vegan-processed food.<ref>Rynn Berry, "Veganism", ''The Oxford Companion to American Food and Drink'', Oxford University Press, 2007, [https://books.google.com/books?id=AoWlCmNDA3QC&pg=PA604 604–605]</ref>

The global [[Meat analogue|mock-meat]] market increased by 18 percent between 2005 and 2010,<ref name=Burt18May2012>{{Cite web|url=https://www.independent.co.uk/life-style/food-and-drink/features/is-this-the-end-of-meat-7765871.html|title=Is this the end of meat?|last=Burt|first=Kate|date=18 May 2012|website=The Independent|archive-url=https://web.archive.org/web/20180312235936/https://www.independent.co.uk/life-style/food-and-drink/features/is-this-the-end-of-meat-7765871.html|archive-date=12 March 2018|url-status=live|access-date=12 March 2018}}</ref> and in the U.S. by eight percent between 2012 and 2015, to $553&nbsp;million a year.<ref name=Shah8Jan2016>{{Cite news|last=Shah|first=Allie|date=8 January 2016|title=Nation's first vegan butcher shop to open in Minneapolis January 23|url=http://www.startribune.com/nation-s-first-vegan-butcher-shop-to-open-in-minneapolis-jan-23/364641531/|url-status=live|work=[[Star Tribune]]|archive-url=https://web.archive.org/web/20180313000004/http://www.startribune.com/nation-s-first-vegan-butcher-shop-to-open-in-minneapolis-jan-23/364641531/|archive-date=13 March 2018|access-date=12 March 2018|quote=The Herbivorous Butcher is scheduled to open on January 23 [2016] in northeast Minneapolis. [...] The opening of a vegan butcher shop is yet another sign of the rise of fake meat in American diets. Since 2012, sales of plant-based meat alternatives have grown 8 percent, to $553 million annually, according to the market research firm, Mintel.}}</ref> The Vegetarian Butcher ({{lang|nl|De Vegetarische Slager}}), the first known vegetarian butcher shop, selling mock meats, opened in the Netherlands in 2010,<ref name=Burt18May2012/><ref>{{Cite news|last=Walraven|first=Michel|date=14 September 2011|title=Vegetarian butchers make a killing|url=https://www.rnw.nl/english/article/vegetarian-butchers-make-a-killing|url-status=dead|publisher=[[Radio Netherlands Worldwide]]|archive-url=https://web.archive.org/web/20140404112944/https://www.rnw.nl/english/article/vegetarian-butchers-make-a-killing|archive-date=4 April 2014|access-date=12 March 2018|quote=The first Vegetarian Butcher shop opened its doors in October 2010 in The Hague. Now, less than a year later, there are 30 spread all over the country. The display counter of these shops challenges even a staunchly carnivorous stomach not to rumble; the fake meat products are almost indistinguishable from the real thing.}}</ref> while America's first vegan butcher, the Herbivorous Butcher, opened in [[Minneapolis]] in 2016.<ref name=Shah8Jan2016/><ref>{{Cite news|last=Locker|first=Melissa|date=7 January 2016|title=A Vegan 'Butcher Shop' Is Opening in Minnesota|url=https://time.com/4171727/a-vegan-butcher-shop-is-opening-in-minnesota/|url-status=live|magazine=[[Time (magazine)|TIME]]|archive-url=https://web.archive.org/web/20180313002730/http://time.com/4171727/a-vegan-butcher-shop-is-opening-in-minnesota/|archive-date=13 March 2018|access-date=12 March 2018}}{{pb}}{{Cite news|last=Gajanan|first=Mahita|date=29 January 2016|title=The Herbivorous Butcher: sausage and steak – but hold the slaughter|url=https://www.theguardian.com/lifeandstyle/2016/jan/29/the-herbivorous-butcher-minneapolis-minnesota-vegan-meats|url-status=live|work=The Guardian|archive-url=https://web.archive.org/web/20180313002813/https://www.theguardian.com/lifeandstyle/2016/jan/29/the-herbivorous-butcher-minneapolis-minnesota-vegan-meats|archive-date=13 March 2018|access-date=12 March 2018|quote=The Walches soon took their products on the road, selling them at farmers' markets and breweries across the midwest, before returning to Minneapolis and opening the Herbivorous Butcher on 23 January [2016]. More than 5,000 patrons visited the shop on its opening weekend.}}</ref> Since 2017, more than 12,500 chain restaurant locations have begun offering [[Beyond Meat]] and [[Impossible Foods]] products, including Carl's Jr. outlets offering Beyond Burgers and Burger King outlets serving Impossible Whoppers. Plant-based meat sales in the U.S. grew 37% between 2017 and 2019.<ref>{{cite web |author1=Adele Peters |title=Think fake burgers are just for vegetarians? 95% of Impossible Foods' customers are meat eaters |url=https://www.fastcompany.com/90396177/think-fake-burgers-are-just-for-vegetarians-95-of-impossible-foods-customers-are-meat-eaters |website=Fast Company |access-date=25 November 2019 |date=18 September 2019 |quote=Since 2017, more than 12,500 chain restaurant locations have begun offering Beyond Meat and Impossible Foods products. Carl's Jr. outlets offer Beyond Burgers. Burger King outlets begin serving Impossible Whoppers. 37% The amount plant-based meat sales in the U.S. grew in the past two years.}}</ref>
[[File:Patrik Baboumian für PETA.jpg|thumb|alt=photograph of Patrik Baboumian|upright=1.1|German [[Strongman (strength athlete)|strongman]] [[Patrik Baboumian]], who starred in the 2018 documentary ''[[The Game Changers]]'' to demonstrate that athletes can thrive on a vegan diet]]

In 2011, Europe's first vegan supermarkets appeared in Germany: [[Veganz]] in [[Berlin]] and Vegilicious in [[Dortmund]].<ref>{{Cite news|last=Wandel|first=Hannah|editor-last=Witkop|editor-first=Nathan|date=10 March 2011|title=Europe's first vegan supermarket opens in Dortmund|url=http://www.dw.com/en/europes-first-vegan-supermarket-opens-in-dortmund/a-14903137|url-status=dead|publisher=[[Deutsche Welle]]|archive-url=https://web.archive.org/web/20180127090327/http://www.dw.com/en/europes-first-vegan-supermarket-opens-in-dortmund/a-14903137|archive-date=27 January 2018|access-date=12 March 2018}}</ref><ref name="Mesure8Dec2013">{{Cite news|last=Mesure|first=Susie|date=8 December 2013|title=Veganism 2.0: Let them eat kale|url=https://www.independent.co.uk/life-style/food-and-drink/news/veganism-20-let-them-eat-kale-8990874.html|url-status=live|work=The Independent|archive-url=https://web.archive.org/web/20180313002821/https://www.independent.co.uk/life-style/food-and-drink/news/veganism-20-let-them-eat-kale-8990874.html|archive-date=13 March 2018|access-date=12 March 2018|quote=One further example of how plant-based diets are becoming mainstream will arrive in Britain next year, when a German-owned chain of vegan supermarkets opens its first outlet in London. Veganz, which is a European first in offering a full range of vegan grocery products, opened its first store in Berlin in 2011. It is expanding fast and aims to have 21 outlets across Europe by the end of 2015.}}</ref> In 2013, the [[Oktoberfest]] in [[Munich]] (traditionally a meat-heavy event) offered vegan dishes for the first time in its 200-year history.<ref name=Guttman4Oct2013>{{Cite news|last=Guttman|first=Amy|date=4 October 2013|title=Meat-Drenched Oktoberfest Warms To Vegans|url=https://www.npr.org/sections/thesalt/2013/10/04/229181556/meat-drenched-oktoberfest-warms-to-vegans|url-status=live|department=The Salt|publisher=NPR|archive-url=https://web.archive.org/web/20180313070451/https://www.npr.org/sections/thesalt/2013/10/04/229181556/meat-drenched-oktoberfest-warms-to-vegans|archive-date=13 March 2018|access-date=13 March 2018|quote=The culinary cornerstones of the Munich festival, which runs this year from Sept. 21 to Oct. 6, include roast pork, ham hock, and weisswurst—a white sausage that complements the 40 different types of local beer. But this year, breaking with a 200-year-old tradition, Oktoberfest is catering to vegans. Claudia Bauer of the Munich City Council, which organizes the festival, says the move is a sign of the times.}}</ref>

By 2016, 49% of Americans were drinking [[plant milk]], and 91% still drank dairy milk.<ref name="MintelApril2016">{{Cite news|date=April 2016|title=US sales of dairy milk turn sour as non-dairy milk sales grow 9% in 2015|url=https://www.mintel.com/press-centre/food-and-drink/us-sales-of-dairy-milk-turn-sour-as-non-dairy-milk-sales-grow-9-in-2015|url-status=dead|publisher=[[Mintel]]|archive-url=https://web.archive.org/web/20180126012935/https://www.mintel.com/press-centre/food-and-drink/us-sales-of-dairy-milk-turn-sour-as-non-dairy-milk-sales-grow-9-in-2015|archive-date=26 January 2018|access-date=12 March 2018|quote=The continued popularity of non-dairy milk is troubling for the dairy milk category with Mintel research revealing that half (49 percent) of Americans consume non-dairy milk, including 68 percent of parents and 54 percent of children under age 18. What's more, seven in 10 (69 percent) consumers agree that non-dairy milk is healthy for kids compared to 62 percent who agree that dairy milk is healthy for kids. [...] While an overwhelming majority of Americans consume dairy milk (91 percent), it is most commonly used as an addition to other food (69 percent), such as cereal, or as an ingredient (61 percent). Just 57 percent of consumers drink dairy milk by itself.}}</ref> In the U.K., the plant milk market increased by 155 percent in two years, from 36&nbsp;million litres (63&nbsp;million imperial pints) in 2011 to 92&nbsp;million (162&nbsp;million imperial pints) in 2013.<ref name="Khomami8Feb2015">{{Cite news|last=Khomami|first=Nadia|date=8 February 2015|title=From Beyoncé to the Baftas, vegan culture gets star status|url=https://www.theguardian.com/lifeandstyle/2015/feb/08/veganism-celebrities-baftas-beyonce-health-animal-welfare|url-status=live|work=The Guardian|archive-url=https://web.archive.org/web/20180313002807/https://www.theguardian.com/lifeandstyle/2015/feb/08/veganism-celebrities-baftas-beyonce-health-animal-welfare|archive-date=13 March 2018|access-date=12 March 2018|quote=In 2012 there were an estimated 150,000 vegans in the UK, a number thought to have increased dramatically. Mintel's 2014 report on the market for dairy drinks, milk and cream, showed the non-dairy market jumping from 36m litres in 2011 to 92m litres in 2013, an increase of 155%. Plant-based, non-dairy foods are worth £150.6m a year and sales of soya-based alternatives to yoghurt are rising by 8% year on year.}}</ref> There was a 185% increase in new vegan products between 2012 and 2016 in the U.K.<ref name="Hancox2018" /> In 2017, the United States School Nutrition Association found 14% of school districts across the country were serving [[vegan school meal]]s compared to 11.5% of schools offering vegan lunch in 2016.<ref>{{Cite web|url=https://pew.org/2nUhsvx|title=Vegan School Lunches Expand Despite Opposition From Meat Industry|last=Povich|first=Elaine S.|date=30 September 2019|website=Stateline|access-date=18 February 2020}}</ref>

In total, {{as of|2016|lc=y}}, the largest share of vegan consumers globally currently reside in [[Asia Pacific]] with nine percent of people following a vegan diet.<ref name="MarketGrowth2016"/> In 2017, veganism rose in popularity in Hong Kong and China, particularly among [[millennial]]s.<ref name="HongKong2017">{{Cite news|last=Moon|first=Louise|date=28 October 2017|title=Inside Hong Kong's growing appetite for veganism|url=http://www.scmp.com/news/hong-kong/health-environment/article/2117326/inside-hong-kongs-growing-appetite-veganism|url-status=live|department=Hong Kong (Health & Environment)|work=[[South China Morning Post]]|publisher=[[Alibaba Group]]|archive-url=https://web.archive.org/web/20180410210738/http://www.scmp.com/news/hong-kong/health-environment/article/2117326/inside-hong-kongs-growing-appetite-veganism|archive-date=10 April 2018|access-date=10 April 2018|quote=In contrast, Hong Kong residents in 2015 consumed the highest amount of meat and seafood in the world, at 140 kg per capita, a study by global market research company Euromonitor found. Yet in the five years from 2015 to 2020, China's vegan market is expected to rise by more than 17 per cent – marking the fastest growth rate internationally in that period and offering proof the trend has filtered into the region in recent years.}}</ref> China's vegan market was estimated to rise by more than 17% between 2015 and 2020,<ref name="HongKong2017"/><ref name="MarketGrowth2016">{{Cite news|last=White|first=Victoria|date=24 May 2016|title=Euromonitor launches new Ethical Labels database|url=https://www.newfoodmagazine.com/news/24639/euromonitor-ethical-labels-database/|url-status=live|work=New Food|publisher=Russell Publishing|archive-url=https://web.archive.org/web/20180412070322/https://www.newfoodmagazine.com/news/24639/euromonitor-ethical-labels-database/|archive-date=12 April 2018|access-date=12 April 2018|quote=The top three fastest growing vegan markets between 2015 and 2020 are China at 17.2 percent, United Arab Emirates at 10.6 percent, and Australia at 9.6 percent.}}{{pb}}{{Cite web|url=https://www.statista.com/statistics/562911/global-sales-growth-of-the-vegan-market-by-country/|url-access=subscription|title=Sales growth of the vegan market between 2015 and 2020 worldwide, by country|publisher=Euromonitor International|date=May 2016|archive-url=https://web.archive.org/web/20180412060358/https://www.statista.com/statistics/562911/global-sales-growth-of-the-vegan-market-by-country/|archive-date=12 April 2018|url-status=live|access-date=12 April 2018|via=[[Statista]]|quote=According to the report, China was projected to be the fastest growing market for vegan products between 2015 and 2020, with a growth rate of 17.2 percent. As of 2016, Asia Pacific held the largest share of vegan consumers globally, with approximately nine percent of people following a vegan diet in this area. [...] China, the United Arab Emirates and Australia were forecast to be the fastest growing markets for vegan products between 2015 and 2020. Australia's vegan market was projected to have a growth rate of 9.6 percent during the period considered.}}</ref> which is expected to be "the fastest growth rate internationally in that period".<ref name="HongKong2017"/> This exceeds the projected growth in the second and third fastest-growing vegan markets internationally in the same period, the United Arab Emirates (10.6%) and Australia (9.6%) respectively.<ref name="MarketGrowth2016"/><ref name="Cormack2016">{{Cite news|last=Cormack|first=Lucy|date=4 June 2016<!--Some archived copies state 5 June.-->|title=Australia is the third-fastest growing vegan market in the world|url=https://www.smh.com.au/business/consumer-affairs/australia-is-the-thirdfastest-growing-vegan-market-in-the-world-20160601-gp972u.html|url-status=live|work=[[The Sydney Morning Herald]]|archive-url=https://web.archive.org/web/20180412060449/https://www.smh.com.au/business/consumer-affairs/australia-is-the-thirdfastest-growing-vegan-market-in-the-world-20160601-gp972u.html|archive-date=12 April 2018|access-date=12 April 2018|quote=The Brewers are an example of the increasing move towards veganism in Australia, now the third-fastest growing vegan market in the world, after the United Arab Emirates and China. Data from market researcher Euromonitor International has shown Australia's packaged vegan food market is currently worth almost $136 million, set to reach $215 million by 2020.}}</ref>

In 2018, [[Jacy Reese Anthis]]'s book ''[[The End of Animal Farming]]'' argued that veganism will completely replace animal-based food by 2100.<ref>{{cite book |last=Reese |first=Jacy |author-link=Jacy Reese Anthis |date=6 November 2018 |title=The End of Animal Farming: How Scientists, Entrepreneurs, and Activists are Building an Animal-Free Food System |url=https://www.penguinrandomhouse.com/books/567165/the-end-of-animal-farming-by-jacy-reese/ |location=Boston |publisher=[[Beacon Press]] |isbn=978-0-8070-3987-8}}</ref> The book was featured in ''[[The Guardian]]'',<ref>{{cite web|last=Reese |first=Jacy |date=16 November 2018 |title=There's no such thing as humane meat or eggs. Stop kidding yourself |url=https://www.theguardian.com/food/2018/nov/16/theres-no-such-thing-as-humane-meat-or-eggs-stop-kidding-yourself |work=[[The Guardian]] |access-date=17 May 2020}}</ref> ''[[The New Republic]]'',<ref>{{cite magazine|last=Riederer |first=Rachel |date=13 February 2019 |title=The Future of Meat Is Vegan |url=https://newrepublic.com/article/153048/vegan-future-meat-end-animal-farming-book-review |magazine=[[The New Republic]] |access-date=17 May 2020}}</ref> and ''[[Forbes]]'', among other newspapers and magazines.<ref>{{cite web|last=Banis |first=Davide |date=27 November 2018 |title=New Book Draws Detailed Roadmap Of How We Can End Animal Farming |url=https://www.forbes.com/sites/davidebanis/2018/11/27/new-book-draws-detailed-roadmap-of-how-we-can-end-animal-farming/ |work=[[Forbes]] |access-date=17 May 2020}}</ref>

The growth of schools serving [[vegan school meal]]s has increased in recent years with the lunches added by [[Los Angeles]], California in 2018, [[Portland, Maine|Portland]], Maine in 2019, and [[New York City]] in 2022.<ref>{{cite web |last=Fu |first=Jessica |date=2022-02-09 |title=New York City's 'Vegan Fridays' school-food program is as vegan as its mayor—that is, not entirely |url=https://thecounter.org/new-york-city-vegan-fridays-school-lunch-food-program-eric-adams/ |access-date=2024-10-09 |website=The Counter}}</ref>

In January 2021, 582,538 people from 209 countries and territories signed up for Veganuary, breaking the previous year's record of 400,000.<ref>{{cite web |last1=Vernelli |first1=Toni |title=Veganuary's Rise is Unstoppable as 2021 Becomes Biggest Year Yet |url=https://veganuary.com/veganuary-2021-becomes-biggest-year-yet/ |website=Veganuary |access-date=11 February 2021 |date=1 February 2021}}</ref> That month, [[ONA (restaurant)|ONA]] in France became the first vegan restaurant in the country to receive a [[Michelin Guide|Michelin star]].<ref>{{Cite news|date=2021-01-19|title=ONA: Vegan restaurant becomes first in France to get Michelin star|work=BBC News|url=https://www.bbc.com/news/world-europe-55717253|access-date=2021-05-09}}</ref> That year, 79 more plant-based restaurants around the world received Michelin stars.<ref>{{Cite web|url=https://thebeet.com/80-vegan-and-vegetarian-restaurants-have-received-michelin-stars-in-2021/|title=80 Plant-Based Restaurants Have Received Michelin Stars in 2021|date=September 2021 }}</ref> At the end of the year, a poll conducted by ''[[The Guardian]]'' showed that a new high of 36% of the British public were interested in veganism.<ref>{{Cite web|date=2021-12-25|title=No meat please, we're British: now a third of us approve of vegan diet|url=https://www.theguardian.com/lifeandstyle/2021/dec/25/no-meat-please-were-british-now-a-third-of-us-approve-of-vegan-diet|access-date=2022-01-06|website=The Guardian}}</ref>