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What Vegan America Envisions for the Coming Year
As the year comes to a close, we at Vegan America are taking a moment to reflect on what lies ahead for our growing movement. The world of veganism is evolving rapidly, and as advocates for a kinder, healthier, and more sustainable future, we are more energized than ever to lead this charge into the new year.
A Year of Community Growth
Next year, we anticipate an even stronger sense of unity among vegans and those exploring plant-based lifestyles. The rise of plant-based diets is no longer confined to niche communities; it has become a mainstream phenomenon. In the U.S. alone, the vegan population grew by 300% between 2004 and 2019, and plant-based food sales reached $8 billion in 2023, according to the Plant-Based Foods Association.
Events like Veganuary—which saw over 629,000 participants globally in 2023—are expected to break records again, encouraging individuals to embrace plant-based eating for at least a month. Local festivals, such as the Plant-Based World Expo in New York City and the Vegan Street Fair in Los Angeles, are expanding to new locations and larger audiences. At Vegan America, we plan to play an active role in fostering these connections by hosting more virtual meet-ups, launching interactive campaigns, and spotlighting inspiring stories like those of Black VegFest and Chicagoland Vegan Market, which are empowering diverse communities across the U.S.
Innovations in Vegan Products
The plant-based market is booming, and next year promises to be an exciting one for food tech and vegan innovation. Companies like Impossible Foods and Beyond Meat have paved the way for plant-based meat alternatives, but the next wave is already here. Startups like New Wave Foods are revolutionizing the seafood industry with plant-based shrimp, while Perfect Day uses fermentation technology to create animal-free dairy that tastes indistinguishable from traditional milk.
Statistically, the plant-based meat market is projected to grow at a CAGR of 19.3% from 2023 to 2030, according to Allied Market Research. In addition to food, MycoWorks is creating sustainable, vegan leather from mushrooms, and VeCollal is pioneering plant-based collagen for the beauty and wellness markets. At Vegan America, we are committed to showcasing these advancements, particularly those that address sustainability and accessibility.
Advancing the Vegan Economy
One of the most promising trends we see is the rise of vegan entrepreneurship. Beyond the food sector, industries like fashion, beauty, and household goods are seeing an explosion of ethical, eco-friendly alternatives. For instance, Allbirds and Reformation are leading the charge in sustainable fashion, using materials like eucalyptus and TENCEL™ fibers to create eco-friendly apparel. Meanwhile, brands like Stella McCartney have been long-time champions of cruelty-free luxury, incorporating vegan leather and plant-based fur into their collections.
In the beauty industry, the global vegan cosmetics market was valued at $16 billion in 2022 and is projected to grow at a CAGR of 6.3%, reaching over $21 billion by 2027, according to a report by Market Research Future. Companies like Fenty Beauty and Pacifica have gained massive popularity by offering 100% cruelty-free and vegan-friendly product lines, while Charlotte Tilbury has committed to expanding its vegan offerings. In skincare, The Ordinary and Biossance are celebrated for combining clean, effective formulations with vegan principles.
In home goods, Who Gives a Crap and Blueland offer sustainable, cruelty-free household products, making eco-conscious living more accessible than ever. Vegan America plans to expand its support for this movement by offering resources, networking opportunities, and mentorship to aspiring entrepreneurs, with the vision of creating a thriving ecosystem for vegan businesses.
Building the First Vegan Loyalty Program
Our groundbreaking vegan loyalty program, launched this year, will continue to grow and evolve in 2024. Partnering with beloved brands like Tofurky, Oatly, Ahava, Kitsch, Yves Rocher, and Just Egg, this program rewards those who make compassionate choices. In the coming year, we aim to add partnerships with innovative companies like Miyoko’s Creamery, Vegan Rob’s, and Numi Organic Tea.
According to a survey by Mintel, 78% of Americans are more likely to choose a product when they can earn rewards for their purchases. By combining these insights with a mission-driven approach, our program is designed to make vegan living not only easier but also more rewarding.
Raising Awareness Through Storytelling
At Vegan America, we believe stories have the power to change hearts and minds. Next year, we will amplify diverse voices within the vegan community, sharing stories of resilience, innovation, and compassion. We’ll spotlight pioneers like Tabitha Brown, whose approachable and heartfelt content has drawn millions to plant-based eating, and organizations like Plant Powered Metro New York, which is transforming health through community-driven plant-based education.
Additionally, a Nielsen study found that 73% of millennials are willing to spend more on brands that are committed to sustainability and positive impact. By creating compelling content, we aim to inspire others to explore veganism and understand its profound effects on animals, the environment, and their health.
Advocacy for Policy Change
We are entering a crucial time for climate action, and plant-based diets play a pivotal role in reducing our environmental footprint. According to a study by Oxford University, switching to a plant-based diet can reduce greenhouse gas emissions by up to 73%. Vegan America is committed to advocating for policies that promote plant-based solutions, from institutional menus to agricultural subsidies supporting sustainable farming.
Organizations like The Good Food Institute and ProVeg International are already pushing for plant-based alternatives to be included in school lunches and government nutrition programs. Next year, we will amplify these efforts by engaging more actively with policymakers and partnering with organizations driving meaningful change.
Looking Ahead
As we prepare for the new year, we are filled with hope and determination. Veganism is not just a diet or a trend—it’s a movement that represents compassion, innovation, and a better future for all. At Vegan America, we are honored to be part of this journey and to serve as a platform for progress and inspiration.
We invite you to join us in making 2024 a landmark year for veganism. Whether you’re a seasoned vegan, a curious newcomer, or a business looking to align with your values, Vegan America is here to support you every step of the way. Together, we can create a world where compassion and sustainability are at the heart of every decision. Happy New VEGAN year !
