What’s Causing Interest in Vegan Foods and Recipes to Decline?

The vegan movement has gathered a lot of momentum with millions of vegans around the world. It’s mainstream acceptance has seen a huge increase in vegan options in supermarkets, restaurants and high street food retail. As such, search interest sharply increased to a peak in 2020. However, emerging data suggests a potential decline in interest, raising questions about the sustainability and future of this trend.

It must be noted that vegan interests have diversified as it has generated a ‘flexitarian’ following and increasing interest in plant based diets. As we delve into the analysis of the downwards search trends for ‘vegan foods’ and ‘vegan recipes’ which coincides with recent news that major supermarkets are slashing their prices and some brands are reigning back on vegan products.

Decline in Sales in Vegan Products

Coinciding with a drop in search interest has been a reported decline in sales, particularly in the UK, across vegan and plant based products. Meat alternatives have struggled in sales this year, even during Veganuary which is a time of year that the industry expects year on year improved sales. Leading companies, such as Beyond Meat, have also reported disappointing sales this year.

The sales trends potentially highlight that during times of increased cost of living consumers may be put off by ‘premium’ vegan product prices. There may be a growing perception that living a vegan lifestyle may come at greater cost. As such, there has been a recent move by supermarkets such as Lidl to reduce their prices on their vegan ranges.

Key Search Data Points and Trends for Vegan Foods and Vegan Recipes

• Peak in 2020: Both “Vegan Foods” and “Vegan Recipes” experienced peak search interest globally, in the UK, and the USA in January 2020.
• Decline Post-2020: There’s been a noticeable decline in search interest since the peak, with lower points in late 2022 and 2023.
• Seasonal Patterns: Both categories show spikes in January, possibly due to New Year resolutions and Veganuary campaign, with a gradual decrease throughout the year.

Top Keywords Related to Vegan Foods and Vegan Recipes for UK and USA

Insights from Keywords: Understanding Trends Across the USA and UK

When analysing keyword trends, the data provides compelling insights into how veganism is perceived and practiced in the USA and UK. Key differences emerge in culinary preferences, health priorities, and the maturity of the vegan market in each region.

Diverse Recipe Searches Reflect Cultural Influence

Both the USA and UK show strong interest in vegan recipes, but the search patterns diverge significantly. In the USA, there’s a broader focus on specific dishes, indicating a more diverse culinary culture and a willingness to experiment. This may highlight a more mature vegan community eager to expand their palate. In contrast, UK searches lean toward broader recipe categories, suggesting many are still exploring foundational vegan cooking.

Convenience vs. DIY Cooking

Search behaviour reveals the balance between convenience and home cooking. In the USA, searches for fast food and detailed recipes suggest consumers are blending quick options with do-it-yourself approaches. Meanwhile, UK consumers appear to favour general recipe searches, which could indicate a focus on building basic skills or finding accessible cooking methods.

Health Consciousness Shapes Food Choices

Health remains a key driver in both markets. However, USA searches show a specific focus on high-protein vegan options, likely influenced by fitness and dietary trends. UK searches reflect a broader health-conscious mindset, but without the same level of emphasis on niche nutritional needs.

The USA Market is More Mature

Searches for “what is vegan” or “vegan vs vegetarian” remain more common in the UK. This suggests that many are still in the early stages of learning about veganism. In the USA, higher search volumes for specific recipes and vegan dining options signal a deeper adoption of the lifestyle. This difference highlights a more advanced vegan market in the USA compared to the UK.

Lower Search Intent for Cost-Effective Vegan Options

Interestingly, keywords like “cheap vegan meals” appear less frequently in both regions. This suggests that affordability is not a top priority for most consumers exploring veganism. Instead, the focus may be on quality, health, or ethical considerations over cost.

Main Causes and Factors Shaping Vegan Search Trends

Understanding the fluctuations in vegan-related search trends requires a closer look at key underlying factors. From market dynamics to socioeconomic influences, several elements contribute to the observed shifts.

Market Saturation

• Peak and Plateau: The initial surge in interest in veganism likely led to a market saturation, where early adopters and curious consumers have already integrated the lifestyle or gathered the information they needed, leading to a natural plateau in search trends. This is particularly more prominent in the USA.
• Mainstream Integration: As vegan products and information became more widely available, the necessity for specific online searches decreased, contributing to the decline in search volumes.

Evolution in Public Awareness

• Increased Familiarity: As veganism becomes more mainstream, the general public becomes more familiar with the concept, thus reducing the need for basic searches like “what is vegan.”
• Shift in Information Seeking: There may be a shift from general informational searches to more nuanced inquiries, such as specific health benefits or environmental impacts, which might not be captured in the analyzed search terms.

Influence of Diet Trends and Fads

• Cyclical Nature of Diets: Veganism, like many dietary trends, may have experienced a cycle of heightened popularity followed by a relative decline as new diet trends emerge.
• Impact of Pandemic: The COVID-19 pandemic and subsequent lifestyle changes may have temporarily boosted interest in health and diet-related topics, including veganism, with a natural decline as situations normalised.

Diverse Dietary Preferences

• Expanding Options: The rise in vegetarian, flexitarian, and other plant-based dietary preferences could be diversifying the interest away from strictly vegan options.
• Global Dietary Shifts: There’s a global trend towards more plant-based eating, but it might not always be under the vegan label, impacting the specific vegan-related searches.

Impact of Socioeconomic Factors

• Economic Constraints and Cost of Living: The increasing cost of living, affecting many regions globally, significantly impacts consumer choices. As people reassess their spending habits in response to economic constraints, they might prioritise essential and more affordable food options over potentially more expensive vegan products.
• Pricing of Vegan Products: Generally, vegan products are priced higher than their non-vegan counterparts. This price difference can be a substantial factor in consumer decision-making, especially in times of economic hardship. As households adjust their budgets, the additional cost of vegan products might lead to reduced searches for vegan foods and recipes, as consumers shift their focus to more economical dietary choices.

Technological and Information Advancements

• Ease of Access to Information: With more information readily available through various media, consumers might not rely solely on search engines to learn about veganism.
• Social Media Influence: The rise of social media platforms and influencers promoting vegan lifestyles could shift the search behaviour from traditional search engines to social platforms.

Associated Trends Influencing Veganism and Plant-Based Eating

Veganism is evolving alongside broader consumer trends. From mainstream acceptance of plant-based products to shifting values around health and sustainability, these associated trends provide deeper context to the changes in vegan-related search behaviour.

Growth of Plant-Based Alternatives

• Mainstream Acceptance: The rise of plant-based meat and dairy alternatives has become increasingly mainstream. Supermarkets and restaurants now routinely offer plant-based options, indicating a broader acceptance and integration of these foods into everyday diets. However, as indicated above plant-based meat sales are declining since the cost of living crisis has taken hold.
• Influence on Searches: As plant-based alternatives become more commonplace, consumers might not specifically search for ‘vegan’ options, opting instead for well-known plant-based brands or products. This shift could contribute to the decline in ‘vegan-specific’ searches.

Environmental and Ethical Awareness

• Sustainability Focus: Growing awareness of environmental issues is influencing consumer choices. Many people are adopting plant-based diets not only for health reasons but also for their lower environmental impact.
• Ethical Consumption: There’s an increasing trend towards ethical consumption, where consumers consider the ecological and social impact of their food choices. This ethical dimension can broaden the appeal of veganism beyond health reasons.

Influence of Health and Wellness Trends

• Holistic Health: The focus on holistic health, encompassing both physical and mental well-being, is rising. This trend aligns with plant-based diets, which are often associated with health benefits.
• Personalised Nutrition: There’s a growing trend towards personalised nutrition, where diets are tailored to individual health needs and goals. This could lead to more nuanced searches around veganism, focusing on specific health benefits or dietary requirements.

Predictions for Future Vegan-Related Search Behaviour

As veganism continues to evolve and integrate into mainstream culture, future search behaviour is expected to reflect shifts in awareness, lifestyle trends, and economic considerations. Here’s what to anticipate:

Stabilisation of Search Interest at a Lower Level

• Normalisation of Veganism: As veganism becomes more integrated into everyday life, search trends are likely to stabilise at lower levels. This reflects a maturation of the market rather than a loss of interest.
• Less Need for Basic Information: With veganism becoming more mainstream, there will be less need for searches that seek basic information about vegan diets, as the knowledge becomes more commonly understood and accessible.

Shift Towards Niche and Specific Searches

• Specialised Interests: Future searches are likely to become more specific and niche. As people become more informed about veganism, their queries may shift towards specialised topics like vegan nutrition for athletes, vegan diets for specific health conditions, or gourmet vegan cooking.
• Localised Searches: There may be an increase in searches for local vegan options, reflecting a desire for community-based eating and supporting local vegan-friendly businesses.

Integration with Broader Lifestyle and Sustainability Trends

• Lifestyle and Wellness Searches: Searches might increasingly integrate veganism with broader lifestyle and wellness trends, focusing on how a vegan diet complements an overall healthy and sustainable lifestyle.
• Environmental and Ethical Searches: As awareness of environmental and ethical issues grows, future searches might increasingly focus on the sustainability and ethical aspects of veganism.

Greater Emphasis on Cost and Budget

• Budget Related Searches: As cost of living continues to bite for many and the higher perceived cost of vegan products, we may start to see an increase in general searches such as “vegan meals on a budget”, “cheap vegan recipes” or “cheaper alternatives to X”.
• Budget-Friendly Alternatives: This economic dynamic might also lead to increased interest in more affordable plant-based options that aren’t explicitly labeled as “vegan.” Consumers might explore incorporating more basic plant-based ingredients into their diets, like lentils, beans, and vegetables, which are typically more cost-effective than branded vegan products.

Challenges and Criticisms Impacting Vegan Food and Recipe Search Behaviour

While veganism continues to grow in popularity, several challenges and criticisms influence search trends. These factors shape how individuals perceive veganism and their likelihood to seek out vegan foods and recipes.

• Balanced Diet Questions: One of the primary challenges facing veganism is the perception that it might not provide a balanced diet, particularly in terms of protein, vitamin B12, iron, and other essential nutrients. This concern can deter individuals considering a vegan diet, impacting search behaviours.
• High Cost of Vegan Products: Vegan products are often more expensive than their non-vegan counterparts, posing a barrier to those on a tight budget. This economic factor can limit interest and search behaviour related to vegan foods.
• Family and Social Dynamics: Adopting a vegan lifestyle can be challenging in family or social settings where others are not supportive or accommodating, impacting the motivation to search for vegan recipes or foods.
• Fad Diet Stigma: Veganism is sometimes perceived as a trendy or fad diet rather than a sustainable lifestyle choice. This perception can lead to skepticism and reduced interest in long-term adherence, affecting search behaviour.
• Questioning of Environmental Benefits: While veganism is often touted for its environmental benefits, there are debates about the actual impact, especially concerning the production of some plant-based alternatives, which can influence people’s decision to search for and adopt vegan diets.
• Adaptation Challenges: Transitioning to a vegan diet can be challenging, especially for those accustomed to a diet heavy in meat and dairy. The difficulty in finding simple, appealing recipes can affect search enthusiasm.

The Future Outlook for Vegan Foods and Vegan Recipes

While general searches for ‘vegan’ foods and recipes may decrease as these options become more mainstream and standard options in restaurants, supermarkets, and home cooking. So, we can expect a continued and evolving interest in veganism, shaped by health, sustainability, and personalised nutrition trends. The focus may shift from general searches to more specific aspects of veganism, particularly tailored to individual health needs and personal goals, but interest in the lifestyle and its benefits will continue. We also expect greater fusion of plant based searches rather than vegan food choices as even non vegans increasingly choose more plant based food choices.

The key will be how the vegan movement adapts to these changing dynamics, addressing challenges and leveraging opportunities to maintain and grow its relevance in the global food landscape.