Category
Lifestyle
Assisted Choices
Trend cluster
Category
Mainstream
Veganism
Moving beyond food, veganism is adopted into broader lifestyle trends.
3.1
Trend score
Trend
What is the Mainstream Veganism trend?
Mainstream Veganism: Moving beyond just food products, veganism is expanding into broader lifestyle categories to satiate those looking for more health-minded products and services. Infiltrating categories like hospitality, fitness and even household goods, brands are utilizing vegan practices to better adhere to those sustainable practices and cater to those looking for more mindful products. These examples speak to the broader adoption of health and wellness trends, but also a sense of ethical practices in typically unrelated categories.
Trend themes
Themes within the Mainstream Veganism trend
Three behaviours holding the trend together01
Expanding veganism
Vegan principles have expanded to broader lifestyle categories such as hospitality, fitness, and household goods.
02
Sustainable materials
Designers are experimenting with sustainable and vegan materials such as plant fibers and minerals.
03
Conscious lifestyle choices
Consumers are choosing to incorporate ethical and sustainable practices into all aspects of their lives.
Industry implications
What the Mainstream Veganism trend means for industry
Where the trend changes the playbookFor
Hospitality
Hotels and travel companies are incorporating vegan and sustainable practices into their offerings.
For
Design
Designers are creating innovative and sustainable materials for furniture and household goods.
For
Fashion
Fashion designers are using vegan materials and promoting cruelty-free practices.
Workshop question
What can your brand or business do to better communicate concerns over sustainable and ethical consumption habits?
Trend signals
Trend signals for Mainstream Veganism
Trend score 3.1 out of 10, from popularity 45%, activity 39%, freshness 8%.
Popularity45%
Activity39%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Mainstream Veganism trend
4 featured examples from Feb 14, 2018 to Jan 20, 2019CategoryEco
All-Vegan Hotel Suites
This Hilton London Bankside Suite Features Natural Materials & Fibres
Hotels, resorts and spas can cater to an expanding consumer base of health and wellness enthusiasts by using plant-based materials and bespoke luxury services.
CategoryUnique
Guilt-Free Vegan Furniture
Erez Nevi Pana Experimented with Plants & Minerals for This Exhibition
The interior design industry can embrace guilt-free design principles and explore the use of innovative materials to create sustainable and vegan furniture.
CategoryEco
Vegan Wool Alternatives
'Woocoa' is a Cruelty-Free Material Made from Hemp and Coconut Fibers
The fashion industry can explore the use of vegan wool alternatives like 'Woocoa' to meet the growing demand for cruelty-free fashion.
CategoryLifestyle
Transformational Health Cruises
'The Whole Connection' is Australia's First Plant-Based Cruise
Revamping traditional cruise experiences to cater to wellness-minded consumers looking to improve their health and well-being.
