‘Rise in Veganism’ Behind Sales Increase of Fruit and Vegetables, Says Report

Sales of fruit and vegetables have seen an increase, according to a report released late last year. The “rise in veganism” was named as a driver to the market, helping to boost these numbers further.

According to the report, the “rising adoption of vegan lifestyle around the globe” is a major factor driving the growth of the fruit and vegetable market as “veggie lovers have witnessed an exponential development with three-fold growth in the most recent decade.”  The number of people shifting to a vegan lifestyle is reaching an all-time high around the globe.


This surge in numbers can be seen in many countries; in the U.S., rates of veganism have boosted by 600% in the last three years alone. Similarly, the number of plant-based Aussies has jumped from 1% to an estimated 8% in recent times. Similar figures have been noted in Germany where the number of people ditching meat has doubled. Meanwhile, China is set to become one of the fastest growing vegan markets in the world.

The report notes that people are turning to veganism for a multitude of reasons. The “assurance of health benefits by consuming fruits and vegetables” was one pinpointed motivator. Increasingly, research has backed up claims that following a plant-based diet can deliver health benefits, as well as reduce one’s risk of disease. Recently, scientists suggested that a vegan diet could be key to winning the war on cancer. Similarly, last month the NHS recognised how a vegan diet could prevent diabetes, while meat intake is increasingly linked to disease.

Further, a health insurance company stated “vegan is healthier” and now offers discounted insurance rates on health and life plans for vegans.

The report also identified “better prosperity”, “detoxification” and a “sense of morality on creatures” as factors driving people to switch to veganism. Whatever the motivator, it cannot be denied that more people purchasing fruit and vegetables is a good thing. A study undertaken late last year found that only 1 in 10 adults were consuming the recommended amount of fruit and vegetables. Further, those who do not eat enough fruit and vegetables increase their risk of chronic diseases, including diabetes and heart disease.

The global fruit and vegetable market is set to increase at a compounded rate of 5.11% per year at least until 2021.