Generation Z becomes Generation V

Research shows that Generation Z is embracing veganism like no other generation has. Members of Generation Z, which include individuals born between 1995 and 2005, now make up a quarter of the US population and are expected to represent 40% of consumers by 2020.

Allied Market Research predicts 8.4% growth in the alternative meat market over the next three years, potentially reaching $5.2 billion globally by 2020. This follows the steady growth of veganism thanks to millennials, who have been purchasing their own food over the last decade.

Research firm Global Data reported earlier this year that veganism in America has increased by 600 percent since 2014, and Lux Research predicts that plant-based proteins will make up a third of the global protein market by 2054.

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Source: Mercy for Animals


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