# Mainstream Veganism Moving beyond food, veganism is adopted into broader lifestyle trends. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jan 25, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/mainstream-veganism ## Key Figures - Trend score: 3.1/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 14, 2018 to Jan 20, 2019 - Published: Jan 25, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Themes within the Mainstream Veganism trend ### Expanding veganism Vegan principles have expanded to broader lifestyle categories such as hospitality, fitness, and household goods. ### Sustainable materials Designers are experimenting with sustainable and vegan materials such as plant fibers and minerals. ### Conscious lifestyle choices Consumers are choosing to incorporate ethical and sustainable practices into all aspects of their lives. ## What the Mainstream Veganism trend means for industry ### For 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 for Mainstream Veganism Trend score 3.1 out of 10, from popularity 45%, activity 39%, freshness 8%. - Popularity: 45% - Activity: 39% - Freshness: 8% ## Examples of the Mainstream Veganism trend 4 featured examples from Feb 14, 2018 to Jan 20, 2019. - [All-Vegan Hotel Suites](https://www.trendhunter.com/trends/vegan-hotel): This Hilton London Bankside Suite Features Natural Materials & Fibres (Category: Eco) Implication: 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. - [Guilt-Free Vegan Furniture](https://www.trendhunter.com/trends/vegan-furniture): Erez Nevi Pana Experimented with Plants & Minerals for This Exhibition (Category: Unique) Implication: The interior design industry can embrace guilt-free design principles and explore the use of innovative materials to create sustainable and vegan furniture. - [Vegan Wool Alternatives](https://www.trendhunter.com/trends/vegan-wool): 'Woocoa' is a Cruelty-Free Material Made from Hemp and Coconut Fibers (Category: Eco) Implication: The fashion industry can explore the use of vegan wool alternatives like 'Woocoa' to meet the growing demand for cruelty-free fashion. - [Transformational Health Cruises](https://www.trendhunter.com/trends/the-whole-connection): 'The Whole Connection' is Australia's First Plant-Based Cruise (Category: Lifestyle) Implication: Revamping traditional cruise experiences to cater to wellness-minded consumers looking to improve their health and well-being. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)