Introduction to the trend

Veganism has been around for thousands of years. Earliest cases  have been dated back since 500 BCE, for example, Pythagoras followed the vegetarian lifestyle. Another example of vegetarian innovator was Buddha.

The earliest concepts of veganism took shape by the hands of Dr William Lambe and Percy Bysshe Shelley in 1806 CE (History).

In the US has been a massive growth of veganism since 2009. Nowadays, about 5 % of US population are living a vegan lifestyle. Of all vegans and vegetarians, the majority are women. Searches for the term “vegan 2007” showed over 1,600 results, however, nowadays “vegan 2015” showed 116 million results (16 Million People in the US are Now Vegan or Vegetarian).
Veganism is usually associated with people who are up for animal rights, the health and the religious.

However, nowadays, people also go part-time vegetarian. Some of them get inspired by famous people such as Bill Gates, Bill Clinton and James Cameron. There are two main reasons  —health concerns, and greater awareness of how animals are treated. The third one which is not that popular is the environmental reason, for instance, global warming and deforestation (Barford, 2014) . Vegans don’t eat eggs, dairy products, meat and fish.

Recently, consumers went to the importance of healthier and more humane foods. Therefore, this change can be seen in the market for non-diary products. The lately non-diary products market soared and sales are expected to reach $5 Billion by 2020; more than 1/3 of consumers are open to plant-based products (Sentenac, 2015).

“Almost a third of Millennials (30%) indicate they consume any meat alternative product every day, with 70% consuming them, at least, a few times a week, notably more than any other generation, and coupled with the size and spending power of Millennials, indicates a strong potential market for meat alternatives in the future,” wrote Billy Roberts, Senior Food and Drink  (Plant-Based Food Named a Top Trend for 2016 | Latest Vegan News, 2015).

According to Google trends first time as a trend #vegan appeared in January 2004 and slightly increased until January 2014 where it skyrocketed. In January 2016, it reached it highest point. Most of the researching go from USA, Canada, Australia and New Zealand.

Literature review

Platform: Google Scholar

Rasmus R. Simonsen Interview

After some in depth research about the matter “veganism” through means of reading academic articles. We found out the following, veganism is more than just a diet or even a lifestyle. People become vegan because of the political viewing point. People become vegan to express their political viewing point(s) towards consumption and mistreating of other species. According to Rasmus R. Simonsen, veganism is seen by a lot of people as the way to interfere with the material and ideological structures of the meat consumption process which is a huge part of our lives. This is one very interesting side of the trend “Veganism”, some people become vegan for health reasons, or pity for the animals, but to others becoming a vegan has a political goal attached to it. This information is taken from an interview with Rasmus R Simonsen, (ph.D) in Animal Studies Repository, about his selected works by Massimo Filippi and Marco Reggio.
(Reggio, 2014)

Veganism: the Humane Solution to Human Misdeeds

From another academic article, “Veganism, the humane solution to human misdeeds”, the following information has been retrieved. This article focussed mainly on the environmental influence of the meat consumption business. Just like the popular Netflix documentary “Cowspiracy”, this article addresses the serious pollution meat consumption causes. Another reason for joining the veganism trend nowadays next to animal cruelty is the environment. Mankind has evolved from cavemen into a “superior” species, at least, that is how we view ourselves. With a fast-rising population, the food had to grow with us. Farming became factory farming. The outcomes are poor health and pollution. The meat is injected with antibiotics creating resistant diseases. The cattle eat more food than it produces, plus the biological waste is enormous creating entire dead zones without life in the oceans. In this article Veganism is perceived as a way of saving the planet from downfall. This is a very concerning topic, and understandable for drawing attention towards itself.

The academic article has been written by Dennis Brooks. Brooks used a lot of desk research to find the information which supports his article. Information has been gained from websites, and books. The references were the following:

Platform: HU Library

A case for ethical veganism

The source “A case for ethical veganism” is a thesis written by a researcher to show it is wrong to consume animal products. The thesis focusses on showing this to the reader, as well as showing animal cruelty to convince/ persuade the reader to share the researchers cause, namely becoming vegan.(McPherson, 2014)

Revised healthy lifestyle

Revised healthy lifestyle is a research paper concerning a healthy lifestyle for schoolchildren (especially with obesity and iron deficiency). A lot of children today deal with obesity and iron deficiency resulting from eating junk food and eating other unhealthy products. The study tests different diets to search for a healthy lifestyle to prevent these diseases with children. Especially obesity is a direct effect of too much animal consumption. Studying the research paper showed that becoming vegan can help you live healthier and evade problems like obesity. (Y. Manios, 2013)

From beef to beans

To create more in-depth knowledge of the healthy lifestyle a.k.a. the vegan lifestyle the research paper “from beef to beans” was read. The goal of the study is to find out how and why people change their diets and eating motives. The researchers analysed existing surveys of the (adult) population of Finland. The study showed that most motives for people to change from a beef diet to a plant based diet, is weight related (like the study above “revised healthy lifestyle” showed, this is a big problem. (Vainio, 2015)


Vegan, Punk, Animal rights, Cultural movement, Social network, Social movement, Veganism, Diet, Healthy lifestyle, Cowspiracy, #GoVegan, Fruitarian, Herbivorous, Humane, #AllLivesMatter, Vegan study, Veganism trend research, Veganism and culture,Trend Veganism USA, Plant-eating, Ethical veganism, Animal ethics, applied ethics, methodology in ethics
Online research aspect of the background research


vegan, veganism, diet, healthy lifestyle, cowspiracy, #govegan, fruitarian, herbivorous, humane, #alllivesmatter, vegan study, “veganism trend” research, “veganism and culture” trend, plant-eating, ethical veganism, animal ethics, applied ethics, methodology in ethics

According to tweets with hashtags #vegan and #veganism recent phenomenon included news about vegan diet and recipes. Another trend were tweets about animal rights. For example, fashion revolution wear #vegan.

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After we did a research on some vegan blogs, we found out that Vegan food also changes every year and becomes more different and less boring. That stimulates people to go vegan since it does not forbid favourite food anymore. For example, in 2015 the main trend was a vegan pizza (Williamson, 2015).

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Sources Literature Review APA:

16 Million People in the US are Now Vegan or Vegetarian! • The Raw Food World News. (2015). Retrieved February 24, 2016, from

Barford, V. (2014, February 14). The rise of the part-time vegans – BBC News. Retrieved March 25, 2016, from

McPherson, T. (2014). HU Library pdf full text. Opgehaald van HU Library:

Manios, G. M. (2013). HU Library full pdf. Opgehaald van HU Library:

Sentenac, H. (2015, December 31). Plant-Based Food Named a Top Trend for 2016. Retrieved March 25, 2016, from

Vainio, A. N. (2015). HU Library full pdf. Opgehaald van HU Library:

Williamson, B. (2015, February 12). 2015 Food Trend: The Rise of the Vegan Pizza. Retrieved March 16, 2016, from