With record participation from German retailers, manufacturers and restaurants, the new year is starting vegan as never before: more than 200 companies are presenting new, purely plant-based products and promotions for Veganuary 2022. The global campaign motivates people to try a plant-based diet as a New Year's resolution - and supports all participants with extensive information and recipes during the month of action.
"Given the massive commitment of German industry, the food market will see another vegan boom in January 2022. Veganuary 2022 will invite even more consumers to discover the benefits of a plant-based diet," says Katharina Weiss-Tuider, head of non-profit organization Veganuary in Germany.
The development fits into the current discussion about meat consumption and the negative effects of factory farming and animal products on the climate and the environment: more and more people are changing their behavior, consciously consuming plant-based alternatives. This is borne out by statistics: current studies speak of around eight million people who eat a completely meat-free diet (IfD Allensbach / Statista). Among the under-30s, just under 40 percent describe their diet as vegan, vegetarian or flexitarian (Fleischatlas 2021 of the Heinrich Böll Foundation). The food industry has recognized this economic as well as climate-friendly potential and is increasingly investing in the development of new vegan products. Traditional manufacturers such as Dr. Oetker and Iglo as well as restaurant chains such as Burger King and Subway are part of the veganuary, as are the bulk of German retailers, including Edeka, Kaufland, Aldi and Lidl. The growing selection of plant-based alternatives is having a positive impact. "With every plant-based meal, we actively reduce our carbon footprint," says Veganuary Germany director Weiss-Tuider.
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