New research shows numbers to back up the increasing popularity of plant-based diets in the UK. According to Mintel, two-thirds of Brits ate meat substitutes and one in four new products launched in the United Kingdom in 2019 were labeled as vegan.

The news media has been reporting on the increase of vegan products and diets throughout 2019. Meat-free food sales increased in the country by 40% in 2019. Britons spend approximately 816 million on meat-free food in 2019. 25% of consumers said the environmental benefits made them eat less meat, and 32% said it was for health reasons.

In 2017, 28% of meat eaters had reduced or limited their meat consumption. In 2019, 39% had reduced consumption, according to Mintel. Approximately 1% of the British population is vegan.

Kate Vlietstra, Mintel global food and drink analyst told the Guardian, The rising popularity of flexitarian diets has helped to drive demand for meat-free products.Many consumers perceive that plant-based foods are a healthier option and this notion is the key driver behind the reduction in meat consumption in recent years.

Numerous UK restaurants and foot outlets have announced vegan options. Asda announced they would be removing all meat and fish counters from stores in 2020. Customer demand has pushed supermarket Sainsburys to launch a line of vegan products in late 2019 and UK restaurant chains including Wagamama, Pret a Manger, Frankie & Bennys and TGI Fridays are all participating in Veganuary.

Reducing your meat intake and eating more plant-based foods is known to help with chronic inflammation, heart health, mental wellbeing, fitness goals, nutritional needs, allergies, gut health and more! Dairy consumption also has been linked many health problems, including acne, hormonal imbalance, cancer, prostate cancer and has many side effects.

For those of you interested in eating more plant-based, we highly recommend downloading theFood Monster App with over 15,000 delicious recipes it is the largest plant-based recipe resource to help reduce your environmental footprint, save animals and get healthy! And, while you are at it, we encourage you to also learn about the environmentalandhealth benefitsof aplant-based diet.

Here are some resources to get you started:

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25% of New Food Products Launched in 2019 Were Vegan - One Green Planet

Starbucks is actively working to add more plant-based food options and vegan meat may soon be on the coffee chains breakfast menu. In a statement, Starbucks CEO Kevin Johnson shared five sustainability commitments the company will implement: increasing plant-based options for a more environmentally friendly menu, shifting from single-use to reusable packaging, investing in regenerative agriculture, investing in better waste management, and developing more eco-friendly stores. As we approach the 50th anniversary of Starbucks in 2021, we look ahead with a heightened sense of urgency and conviction that we must challenge ourselves, think bigger and do much more in partnership with others to take care of the planet we share, Johnson said. Today, Im excited to be able to share with you our commitment to pursue a bold, multi-decade aspiration to become resource positive and give more than we take from the planet. In an email to Bloomberg, Starbucks revealed that it is already exploring meat alternatives for its breakfast menu but did not disclose specifics. Earlier this month, Starbucks added Oatly oat milk to its menu at more than 1,300 Midwest locations and two non-dairy beveragesa vegan Coconutmilk Latte and an Almondmilk Honey Flat White (which can be made vegan by omitting honey)to its menus nationwide.

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Starbucks CEO Pledges to Add More Plant-Based Food Options, Looking Into Vegan Meat for Breakfast - VegNews

Supermarkets are cashing in on the growing popularity of veganism. Photo: Getty

Iceland has been revealed as the cheapest UK supermarket to shop at as a vegan.

The retailer specialising in frozen foods offers vegan products costing from 1 ($1.31) to 3.50 with an average product cost of2.25, according to new research by online price tracking website Alertr.co.uk.

Coming in second is Morrisons (MRW.L), with the average price of vegan products at 2.70, followed by Tesco (TSCO.L) at 2.73.

Following the growing popularity of veganism and initiatives such as Veganuary, in which participants go vegan for the month of January, and Meat Free Mondays which encourages people not to eat meat once a week, supermarkets are cashing in.

Many grocery retailers are adapting their products to cater for a plant-based diet and offering more vegan options than ever before.

Online supermarket Ocado (OCDO.L) offers the best range for those following a plant-based diet with 6,109 vegan products, according to the research.

READ MORE: Greggs profits to soar as UK wolfs down vegan sausage rolls

They are followed by Sainsburys (SBRY.L) with 3,537 vegan products, Morrisons (1,527), Asda (WMT)(1,378), and Waitrose (540).

Although Iceland comes in as the cheapest, it offers the smallest range with only 46 vegan products to choose from.

The research looked at Asda, Morrisons, Sainsburys, Tesco, Waitrose, Ocado, and Iceland to come up with the figures but budget supermarkets, such as Aldi and Lidl, were not included due to the inability to shop the full range of items online from those stores.

Andy Barr, co-founder of Alertr.co.uk said: Whilst I am a big carnivore myself, I am all for the people making the efforts to lead a healthier lifestyle, and with the benefits of a plant-based diet evident to see, who am I to judge those cutting out meat and dairy?

Those opting to lead a plant-based lifestyle have been subjected to some seriously unimaginative offerings from supermarkets and restaurants in the past, so its great to see supermarkets now offering vegans, as well as those looking to implement their eating habits, have a wider range of reasonably priced options.

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Cheapest supermarkets to shop as a vegan - Yahoo News

How does a full day of healthy vegan eating sound?

Its a new decade, and many peoples New Years or should I say New Decades? resolution is to eat healthier. However, sometimes even when you want to eat healthier, you dont want to give up the foods you love ... like pasta. Here are three vegan recipes inspired by some of my favorite dishes: cereal, risotto, and any stuffed pasta.

To start the day, a hearty bowl of oatmeal is always a healthy way to go. Bag those sugary cereals for a delicious fiber-filled alternative. Add citrus for that much-needed vitamin C in the winter and chia seeds to start your day on the right note.

When it's time for lunch, enjoy this Tomato Farro Risotto-Stuffed Eggplant, which you can prepare in advance for a quick weekday lunch. Its as delicious as your favorite risotto perfectly creamy, but without the cream or butter.

For dinner, try this Mushroom Marinara Vegetable Ravioli.

Anessa Petteruti of East Greenwich is a student at Brown University. She publishes her recipes at http://www.foodfinessa.com.

Winter Glow Oatmeal Bowl

3 cups almond milk (or any type of milk)

1 cups old-fashioned rolled oats

cup walnuts, chopped

2 tablespoons maple syrup

1 tablespoon chia seeds

2 teaspoons lemon juice

Fresh grapefruit, sliced

Fresh banana, sliced

1 tablespoon muesli

1 teaspoon honey

Heat the milk in a medium saucepan over low heat. Add the oats, walnuts, maple syrup, chia seeds, and lemon juice and cook until the oats are tender. Remove from heat, and transfer to a bowl. Top with sliced grapefruit, banana, muesli, and a drizzle of honey.

Serves 1.

Tomato Farro Risotto-Stuffed Eggplant

2 large eggplants, cut in half and insides removed and chopped

3 tablespoons plus 1 teaspoon olive oil

1 teaspoon salt

1 teaspoon ground black pepper

cup farro

2 cloves garlic, minced

1 large tomato, chopped

cup white wine

cup almond milk

cup fresh parsley, chopped

cup fresh basil, chopped

Preheat oven to 400 degrees. Place halved eggplants on a baking sheet, and drizzle with 1 tablespoon of olive oil. Sprinkle with salt and pepper. Roast eggplants for 15-20 minutes or until slightly brown.

While eggplants are roasting, prepare the risotto. In a medium saucepan over medium-low heat, add the farro, 2 cups of water, and 1 teaspoon olive oil. Allow to simmer uncovered for 10 minutes, then cover and cook until farro is fully cooked.

In a separate saucepan over medium-low heat, add 2 tablespoons of olive oil, minced garlic, chopped eggplant, and chopped tomato. Cook until eggplant and tomato are fully cooked. Add wine, almond milk, parsley and basil. Then add cooked farro, and allow to simmer for 2-3 minutes.

Add about 3 tablespoons of risotto to insides of each roasted eggplant half. Reduce oven temperature to 350 degrees, and bake for an additional 5 minutes.

Makes 4 servings.

Mushroom Marinara Vegetable Ravioli

FOR THE VEGETABLE RAVIOLI

2 tablespoons olive oil

2 cloves garlic, minced

2 large eggplants, diced

3 cups mushrooms, diced

cup parsley, chopped

cup basil, chopped

1 teaspoon lemon zest

2 cups all-purpose flour

1 teaspoon salt

3 large eggs

FOR THE MUSHROOM MARINARA

2 tablespoons olive oil

2 cloves garlic, minced

2 cups oyster or cremini mushrooms

3 large tomatoes, chopped

cup tomato puree

cup white wine, like Pinot Grigio

cup fresh parsley

cup fresh basil

cup fresh oregano

Fresh herbs for garnish, optional

Parmesan cheese for garnish, optional

For the ravioli filling, in a medium saucepan over medium-low heat, heat the olive oil until warm. Add minced garlic, and saut until fragrant. Add the eggplant and mushrooms, and saut until soft and tender. Remove from heat.

In a large bowl, mix together the parsley, basil and lemon zest. Fold in the sauted eggplant and mushrooms. Cover bowl with plastic wrap, and refrigerate while you make the pasta dough.

To make the dough, add flour, salt, and eggs to the bowl of a standing mixer with a dough hook. Mix until the dough comes together (if too sticky, add a couple more tablespoons of flour). Knead the dough on a well-floured surface until smooth. Cover with plastic wrap and refrigerate for 20 minutes.

On the same well-floured surface, roll the dough out until it is -inch thick. Run the dough through a pasta machine, flattening it until it is 1/8-inch thick. Cut into 3-inch circles. Add about 1 tablespoon of filling to the center of half of the circles. Using your finger, spread a little water around the edge of each piece, and place another circle on top, sealing each raviolo.

Prepare the mushroom marinara before boiling the ravioli by sauteing the garlic in the olive oil over medium-low heat in a large saucepan. Add the mushrooms, and saut for 3 minutes. Add the fresh tomatoes, tomato puree, white wine, parsley, basil, and oregano, and cook for 2 minutes.

Add the ravioli to a pot of boiling water, and boil until they rise to the top, about 4 minutes. Using a slotted spoon, gather and drain the ravioli, and place them in the marinara. Allow to cook in the marinara on low heat for 1 minute. Serve with fresh herbs and Parmesan cheese, if desired.

Makes 4 servings.

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3 vegan recipes to help your healthy-eating resolution stick - The Providence Journal

Jennifer Coolidge, a blowsy rose of a character actress known for playing Stiflers mother in American Pie and trophy wives in various Christopher Guest movies including Best in Show, is trying to adopt a plant-based lifestyle.

But its been slow going recently. Traveling to New York to promote a new movie, Like a Boss, she found herself flummoxed by airport and in-flight options. After a long day of interviews, with no good vegan options on the room service menu, she panic-ordered some fish.

And I felt terrible, said Ms. Coolidge, a ride-or-die animal lover and dog owner.

So on a damp Thursday this month, she made her way to Orchard Grocer, a vegan bodega and sandwich shop on the Lower East Side of Manhattan, in search of meatless treats.

Im having a hard time with the vegan thing, Ms. Coolidge, 58, said, after she surreptitiously slid a half-eaten Snickers bar into a trash can.

Narrow and brightly lit, with ceiling-high shelves on one side, coolers on the other and a deli counter at the rear, the store was a curated vegan debauch: dairy-free chocolate, pizzas made with cashew cheese and rice-milk ice cream.

Ms. Coolidge, dressed in a camel-hair coat for which no actual camels had been harmed, a leopard-print minidress and black stockings, seemed overwhelmed.

A publicist introduced her to Nora Vargas, a bespectacled store manager with a forearm tattoo of an avocado and avocado-print shoes to match. Were not really healthy people here, Ms. Vargas said. Were more into comfort food.

Ms. Coolidge, an inimitable blend of girlish vulnerability, boss-lady poise and comic chops, was not opposed to comfort. Whats your best thing here? she said in her mellow, second-martini voice. What do people go nuts over?

Ms. Vargas talked her into a breakfast sandwich made with mung bean eggs on a butter-free croissant, and mentioned that a Beyond Burger, made from pea protein, was the daily special.

Im obsessed with the Beyond Burgers. Obsessed. I mean, I cannot eat enough, Ms. Coolidge said, parting pink lips so bee stung that an EpiPen seemed like a useful accessory. I feel like the Beyond Burger is orgasmic sometimes.

As the orders went in, Ms. Coolidge sampled some mushroom jerky and popcorn flavored with yeast, which didnt appeal. I didnt fart, I just opened this thing, she said, as she handed the bag around.

She preferred Snacklins, faux pork rinds made from yuca, and a hazelnut chocolate bar from Vego. Oh my God, she said, adding 10 more Vego bars to the basket Ms. Vargas handed her.

When the sandwiches were ready, Ms. Coolidge cut them into quarters and headed outside to share them with her meat-eating publicists a vegan seduction. Im trying to get everyone that I know to go this route, she said.

But her publicists had disappeared. She gave the samples to her driver, seated in a black S.U.V. Were trying to convert people to the vegan way, she said.

Im already a vegan, he said, nibbling politely.

Ms. Coolidge flounced back into the store, where Ms. Vargas flourished a new treat: a whipped cream made from coconuts. A self-professed whipped cream enthusiast, Ms. Coolidges bedroom eyes went avid and wide. Lets try it, she said, shaking the bottle with vigor. Before she could spray it right onto her fingers, Ms. Vargas brought over paper cups.

This is delicious, she said, her voice deepening to a purr. Ms. Vargas offered her a swirl of the stores vanilla soft-serve ice cream, and Ms. Coolidge sprayed more whipped cream over the top.

This couldnt be any more fun, Ms. Coolidge said. Peoples idea of vegan is, like, kale.

Though she splits her time between Los Angeles and New Orleans, she has been contemplating a move to New York, where she lived and waitressed in the late 1980s and early 1990s. The soft serve confirmed it.

Im leaving L.A, she said. Im single. I cant live in a house on a hill and meet somebody. I need to come here and, like, be part of society.

In Like a Boss, Ms. Coolidge plays a lonely beautician, Sydney, a downbeat riff on her Legally Blonde bend-and-snap turn. But in real life, even in Los Angeles, can Ms. Coolidge really not find a date?

Apparently. I feel like a eunuch, she said, as her black lace bra played peekaboo with her neckline. Men expect Stiflers mother, but that isnt who she is in her off hours. I feel really like sort of a wallflower, she said.

After spraying a third round of whipped cream onto her soft serve, she wandered next door to the grocerys companion shop, Moo Shoes, to pet the store cats and try on some vegan footwear.

She went back and forth on a pink backpack, deciding it was too youthful (Im not fooling anybody, right?), before trying on black high-heeled boots made of vegan leather and sustainably harvested beechwood. The boots didnt fit quite right.

Vegan girls have thin little feet, she said, as Hell Bent for Leather by Judas Priest played in the background. Ms. Coolidge slipped her own boots back on and collected her groceries, plus a complimentary cat-printed tote.

Come back and see us next time youre in New York City, Ms. Vargas said brightly.

Im sticking around, Ms. Coolidge said, hefting her chocolate bars. Youll see me again this week.

Link:

Jennifer Coolidge Loads Up on Vegan Chocolate Bars and Whipped Cream - The New York Times

Soon, you will be able to enjoy your evening binge-watching sessions with a pint of Ben & Jerrys vegan Netflix & Chilld ice cream.

Together with streaming giant Netflix, American ice cream manufacturer Ben & Jerrys has created a vegan peanut butter-flavored ice cream.

The new pint features sweet and salty pretzel pieces and fudge brownies.New York-based Greyston Bakery, known for its open-door hiring policy, makes the vegan brownie pieces.

Theres something for everyone to watch on Netflix & flavors for everyone to enjoy from Ben & Jerrys, the brand says on its website.

It calls the new creation a chillaxing new creation thats certain to satisfy any sweet or salty snack craving.

The new flavor will roll out to more than 20 global markets. It will be available in stores from February.

CEO of Ben & Jerrys Matthew McCarthy said in a statement, this is the perfect pairing between Ben & Jerrys and Netflix, to bring more magic to millions of fans (taste buds) across the globe.

While Ben & Jerrys offers several nondairy flavorsincluding Chocolate Chip Cookie Dough, Cherry Garcia, and Chocolate Caramel Cluster its main offering contains dairy, which it used to claim comes from happy cows.

At the end of last year, it was reported that the brand was facing a lawsuit over the statement.

Environmental advocate James Ehlers said the Unilever-owned ice cream brand breached consumers trust by making the claim.

Ehlers maintained that much of Ben & Jerrys milk is sourced from factory-style, mass production operations.

The Organic Consumers Association (OCA) filed a similar lawsuit in 2018.

OCA director Ronnie Cummins said in a statement, Unilever reportedly spent more than $9 billion on advertising in 2017 alone. A significant portion of that was spent to create the false perception that Ben & Jerrys is committed to a clean environment and high animal welfare standards.

In a victory for consumers, the brand has now removed the happy cows statement from its labels. Cummins said, this is just one small step toward a more honest representation of the Ben & Jerrys brand.

Summary

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Ben & Jerrys Just Launched a Vegan Netflix and Chilld Ice Cream Flavor

Description

Ben & Jerry's has teamed up with Netflix to create a new vegan ice cream flavor. Netflix & Chill'd features non-dairy peanut butter ice cream.

Author

Charlotte Pointing

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LIVEKINDLY

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This post was last modified on January 21, 2020 2:01 pm

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Ben & Jerrys Just Launched a Vegan Netflix and Chilld Ice Cream Flavor - LIVEKINDLY

By The Washington Post Tuesday Jan21,2020at2:58PM Jan21,2020at2:58PM

Some swaps are easy alternative milks are fine in savory dishes, for example but some are trickier.

Q: I'm trying to eliminate eggs and dairy in my diet as much as possible (medical issue). I want to try substitutions in recipes, but I'm not really sure how to go about it without wasting a lot of food if something flops. What is the best way to try substituting non-dairy products or flax eggs in recipes? I have searched for recipes that have already made the substitution, but I would also like to modify existing favorites.

A: I'm a fairly lactose-intolerant person, so I think I'll be able to help with dairy. I find that in a lot of savory cases, subbing dairy milk with alternative milks is generally A-OK. If a recipe depends on the fat of whole milk, you're going to want coconut milk. If you need heavy cream, coconut or cashew milk is going to be your friend. Quite a few non-dairy cheeses are designed to act like dairy cheese, so you'll just need to do a little research and tasting on those to see what works for you in terms of taste and texture.

In most cases, alternative milks really tend to be OK. I made a roux with almond milk for a green bean casserole a couple years ago that worked just fine nobody could tell it was almond milk.

When it comes to baking and sweet stuff, that's where it becomes tricky. Fat is hugely important with things like ice cream, which is why you can't just do a one-for-one substitution with an alternative milk. Plant-based butters can often be subbed in for butter, but it does require trial and error.

Kari Sonde

A: On the egg substitutes, if you're talking about baking, the best thing to do is just try. You might follow the Minimalist Baker (minimalistbaker.com) she uses egg substitutes a lot in her recipes, and has some guidelines.

Joe Yonan

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Converting recipes to vegan requires trial and error - The Providence Journal

Restaurant Week kicks off in Columbus from Jan. 20-25.

Central Ohio has seen the restaurant growth over the last few years, with places that are offering more options for those who want gluten-free, vegan or vegetarian dishes.

The kitchen at Fireproof restaurant is always busy.

Advertisement - Story continues below

But for Restaurant Week, they plan to see even more people new customers who haven't yet checked out this newer spot in the Short North.

Director of Operations for Peerless Management Group Adam Solomon says they invite everyone to discover their extensive wine list and taste their shareable menu, no matter what they eat.

That means offering vegan and vegetarian options.

"Really what we try to do is make vegetarian or vegan dishes that everyone will eat," Solomon said.

Solomon and chef Mike Koenig look at trends, use what's in season and get creative.

New to their menu is a fried cauliflower with a curry sauce, along with other vegan options like squash noodles and Elote.

Now more than ever, Solomon says the restaurant business requires being more open-minded, not only to different tastes but also to people's diets.

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More restaurants offer gluten free, vegan, vegetarian options for Restaurant Week - 10TV

U.S. sales of vegan meat will reach $1 billion for the first time ever this year. According to The Good Food Institute (GFI), a nonprofit organization that promotes the acceleration of plant-based alternatives to animal products, sales are increasing thanks to growing flexitarian demand.

According to data measurement firm Nielsen, sales of plant-based meat increased by 10.2 percent in 2019 and reached $946.6 million. Numerator, another market intelligence company, said the increase in sales is primarily due to curious meat-eaters and flexitarians.

Caroline Bushnell, Associate Director of Corporate Engagement at GFI told USA Today: 2019 was a big year for plant-based meat. She added, it really feels like the tipping point, but its just the beginning. Were in the early days of a major shift.

Nearly 80 percent of Americans are reducing meat consumption as vegan products become more mainstream, affordable, and widespread. According to Numerator, 80 percent of shoppers intend to substitute some or all meat with plant-based foods.

Health and curiosity are the primary drivers of plant-based meat purchases, said Numerator. Though, ethical and environmental issues are more likely to be factors for strict vegetarians and vegans. The taste and texture of vegan meat are also important to consumers. Companies such as Beyond Meat, Impossible Foods, and The Vegetarian Butcher produce realistic plant-based alternatives that appeal to this.

One kind of holy grail that companies are out there working on (is) plant-based steak, Bushnell said, and companies are working to develop that same sensory experience.

Theres still a ton of room for innovation, she added.

The increasing popularity of plant-based protein has even caused meat-producers to explore the market. Eight of the worlds top 10 meat processorsincluding JBS, Tyson, and Cargillare now producing or investing in vegan protein.

In addition to plant-based meat, JBS, the worlds largest meat producer, recently launched a vegan meat lab to produce plant-based protein.

Producers of animal products investing in plant-based rivals is not a new phenomenon. A number of dairy producing companies have also invested in plant-based products. These include Danone, the Kerry Group, General Mills, and Unilever.

All four companies have added dairy-free products to their portfolios in some capacity and are continuing to explore the growing plant-based market.

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U.S. Plant-Based Meat Sales Tipped to Hit $1 Billion In 2020

Description

The Good Food Institute predicts that U.S. vegan meat sales will reach $1 billion in 2020. Vegan meat is particularly popular with flexitarians.

Author

Liam Pritchett

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LIVEKINDLY

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This post was last modified on January 21, 2020 7:40 pm

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U.S. Vegan Meat Sales Set to Hit $1 Billion for the First Time Ever - LIVEKINDLY

Most people in the UK are committed meat eaters but for how long? My new research into the views of meat eaters found that most respondents viewed veganism as ethical in principle and good for the environment.

It seems that practical matters of taste, price, and convenience are the main barriers preventing more people from adopting veganism not disagreement with the fundamental idea. This could have major implications for the future of the food industry as meat alternatives become tastier, cheaper and more widely available.

My survey of 1,000 UK adult men and women found that 73% of those surveyed considered veganism to be ethical, while 70% said it was good for the environment. But 61% said adopting a vegan diet was not enjoyable, 77% said it was inconvenient, and 83% said it was not easy.

Other possible barriers such as health concerns and social stigma seemed not to be as important, with 60% considering veganism to be socially acceptable, and over half saying it was healthy.

The idea that most meat eaters agree with the principles of veganism might seem surprising to some. But other research has led to similar conclusions. One study for example, found that almost half of Americans supported a ban on slaughterhouses.

The prevalence of taste, price, and convenience as barriers to change also mirrors previous findings. One British survey found that the most common reason by far people gave for not being vegetarian is simply: I like the taste of meat too much. The second and third most common reasons related to the high cost of meat substitutes and struggling for meal ideas.

These findings present climate and animal advocates with an interesting challenge. People are largely aware that there are good reasons to cut down their animal product consumption, but they are mostly not willing to bear the personal cost of doing so.

Decades of food behaviour research has shown us that price, taste and convenience are the three major factors driving food choices. For most people, ethics and environmental impact simply do not enter into it.

Experimental research has also shown that the act of eating meat can alter peoples views of the morality of eating animals. One study asked participants to rate their moral concern for cows. Before answering, participants were given either nuts or beef jerky to snack on.

The researchers found that eating beef jerky actually caused participants to care less about cows. People seem not to be choosing to eat meat because they think there are good reasons to do so they are choosing to think there are good reasons because they eat meat.

In this way, the default widespread (and, lets be honest, enjoyable) behaviour of meat eating can be a barrier to clear reasoning about our food systems. How can we be expected to discuss this honestly when we have such a strong interest in reaching the conclusion that eating meat is okay?

Fortunately, things are changing. The range, quality, and affordability of vegan options has exploded. My survey was conducted in September 2018, a few months before the tremendously successful release of Greggs vegan sausage roll.

Since then, we have seen an avalanche of high-quality affordable vegan options released in the British supermarkets, restaurants and even fast food outlets. These allow meat eaters to easily replace animal products one meal at a time. When Subway offers a version of its meatball marinara that is compatible with your views on ethics and the environment, why would you choose the one made from an animal if the alternative tastes the same?

The widespread availability of these options means that the growing number of vegans, vegetarians and flexitarians in the UK have more choice than ever. Not only will this entice more people to try vegan options, but it will make it far easier for aspiring vegetarians and vegans to stick to their diets.

With consumer choice comes producer competition, and here we will see the magic of the market. If you think those looking to cut down their meat consumption are spoilt for choice in 2020, just wait to see the effect of these food giants racing to make their vegan offerings better and cheaper as they compete for a rapidly growing customer segment.

We may be about to witness an explosion in research to perfect plant-based meat analogues. Meanwhile, the development of real animal meat grown from stem cells without the animals is gaining pace.

While these replacements get tastier, more nutritious and cheaper over the next ten years, meat from animals will largely stay the same. It is no wonder the animal farming industry is nervous. Demand for meat and dairy is falling drastically while the market for alternatives has skyrocketed.

In the US, two major dairy producers have filed for bankruptcy in recent months, while a recent report estimated that the meat and dairy industries will collapse in the next decade.

This leaves the average meat eater with a dilemma. Most agree with the reasons for being vegan but object to the price, taste, and convenience of the alternatives.

As these alternatives get cheaper, better and more widespread, meat eaters will have to ask themselves just how good the alternatives need to be before they decide to consume in line with their values. Being one of the last people to pay for needless animal slaughter because the alternative was only pretty good will not be a good look in the near future.

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What meat eaters really think about veganism new research - The Conversation UK