Vegetarianism and Veganism
Roughly 22% of the world's adults are vegetarian — but the figure is wildly skewed by India, where ~33% don't eat meat. Outside India, vegetarianism runs 5-10% in most developed countries. Veganism (no animal products at all) is lower at 1-5%. The fastest growth is in 'flexitarian' eating — reducing but not eliminating meat — which has driven the plant-based food category to roughly $40 billion globally.
Key insights
India is the global vegetarian heartland
Roughly 400 million Indians don't eat meat — making India home to the majority of the world's vegetarians. Vegetarianism is strongest in Hindu communities (especially Gujarati, Jain, Brahmin) and weakest among Muslims, Christians, and Sikhs. Within India, vegetarianism ranges from 60%+ in Gujarat and Rajasthan to under 5% in Kerala and the northeast. India's per-capita meat consumption (~3.9 kg/year) is among the world's lowest.
Western vegetarianism has plateaued; veganism has grown
Vegetarian shares in Western countries have been relatively stable for two decades (~5-8% in the UK, US, Germany). Veganism has tripled in many Western countries since 2014 — from ~1% to 3-5% in the UK, Germany, USA. Sweden, Israel and the UK lead in veganism. Plant-based meat alternatives (Beyond, Impossible) and dairy alternatives (oat milk, almond milk) have driven the category but face profitability challenges.
Flexitarianism is the dominant trend
Self-identified 'flexitarians' (eating less meat but not zero) exceed 30% in many Western countries. This is the demographic that has driven the plant-based food market growth. Total US meat consumption has stayed roughly flat per capita over 20 years, but chicken has displaced red meat. European trends show modest reductions in per-capita meat consumption in many countries. Climate concerns rank ahead of animal welfare as motivation for younger consumers.
Vegetarian and vegan share — selected countries
% of population reporting vegetarian or vegan diet
Key Finding: India is in a category by itself. Israel, UK, Germany, Sweden lead the Western veg/vegan rankings.
Plant-based food retail sales — major markets
USD billions, 2024 estimate
Key Finding: USA accounts for ~40% of global plant-based retail sales. UK and Germany are the largest European markets.
Methodology & caveats
Definitional issues
Vegetarian means different things: lacto-ovo (no meat/fish but eggs and dairy), lacto (no eggs), pesco (fish but no other meat), strict (no animal products at all = vegan). Survey questions vary; cross-country comparisons should use consistent definitions. Self-reported vegetarianism is often inflated relative to actual dietary behavior — observed studies find 20-50% of self-identified vegetarians eat meat at least occasionally.
Religious and cultural factors
Indian vegetarianism stems from Hindu, Jain and Buddhist traditions emphasizing non-violence (ahimsa) toward animals. Buddhist countries (Vietnam, Thailand, Sri Lanka) have significant vegetarian minorities. Western vegetarianism has more diverse motivations — animal welfare, health, environment, religious (Seventh-Day Adventist), social-justice. The proximate cause shapes the durability.
Plant-based protein alternatives
Beyond Meat (founded 2009) and Impossible Foods (2011) are the leading branded plant-based meat producers. Both have struggled financially in 2022-24 as the initial growth slowed. Tofu, tempeh, seitan, lentils and beans — non-branded plant proteins — remain the majority of plant-based protein consumed globally and are dramatically cheaper than branded alternatives.