Mainstream media outlet The Guardian has highlighted the rise of veganism in an article titled Year of the vegan? Record numbers sign up for Veganuary.
The report looks at the huge numbers of people signing up to do Veganuary - an initiative which supports people as they try a vegan diet throughout January - and their motivation, including fears around the devastating environmental impact of meat and dairy.
"In 2018 there hasn’t been a week that has gone by without veganism hitting the headlines, whether it is a magazine editor being fired or Waitrose launching a new range of products," Rich Hardy, Head of Campaigns at Veganuary, said. "Vegan products are getting a lot better and it is becoming a lot more convenient to have a tasty plant-based diet."
The Guardian isn't the first major publication to brand 2019 the 'Year of the Vegan' - it joins The Economist which published an article titled The year of the vegan just before Christmas.
"Sales of vegan foods in America in the year to June 2018 rose ten times faster than food sales as a whole. Giant food firms are clambering onto the bandwagon, creating vegan lines of their own, buying startups, or both.