Posted: 12/06/2020

Quarter of Millennials say pandemic makes vegan diet more appealing


The prospect of a diet packed with chickpeas, lentils, and quinoa appears to be more tempting as new research from Mintel reveals that a quarter (25%) of young British Millennials (aged 21-30) say that the COVID-19 pandemic has made a vegan diet more appealing.

These plant-loving Millennials are not alone, as the research reveals that a vegan diet is proving more attractive to over one in ten (12%) of all Brits, rising to almost a quarter (22%) of Londoners, since the start of the pandemic.

This comes as Mintel research indicates there is a strong belief in the healing power of plants, as half of Brits (51%) believe plant/botanical ingredients (eg herbs, spices) can have medicinal benefits (ie treating ailments).

‘Five a day’ is a higher priority too, as a quarter (23%) of Brits say they are eating more fruit and vegetables since the start of the outbreak. Generation Z (aged 20 and under) (31%) and Millennials (21-40) (27%) are most likely to be keeping their fridges well-stocked with this healthy produce.

Shining a light on citrus fruits in particular, two thirds (66%) of Brits believe consuming vitamin C helps support the immune system. Overall, almost two in five (37%) Brits say the COVID-19 outbreak has prompted them to add more nutrients that support the immune system to their diet.

Alex Beckett, Associate Director, Mintel Food & Drink, said, “People want the world to change for the better right now and they are searching for ways to show compassion. For consumers struggling to know how to make a positive difference, cutting out animal protein may be seen as a way of tackling the climate crisis, showing compassion for nature, and boosting their own nutrient intake.

“Even before the spread of COVID-19, we were seeing a growing interest in plant-based food and drink across global markets. It may well be that the pandemic is accelerating this trend. For example, in China, we’ve seen skyrocketing sales of the new plant-based meat options in KFC and Pizza Hut.”

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