Generation Z Leading Plant Based Movement, Building $5 Billion Vegan Meat And Seafood Market

Young people are responsible for the creation of a billion-dollar plant-based market
Gen Z is even more plant-based-oriented than millennials (Photo: Alexis Brown)‍

Generation Z is creating a $5 billion market for plant-based meat and seafood, according to new research.

The generation - which includes people born between 1995 and 2005, and makes up a quarter of the U.S. population - is shaping a billion-dollar food market, say Barclays researchers.

Expected to account for 40 percent of all consumers by 2020, members of Gen Z are embracing the food trend that replaces animal products with plant-based alternatives.


Allied Market Research expects the vegan meat market to reach $5.2 billion globally by 2020.

A recent report has also shown that Generation Z consumes 57 percent more tofu and 550 percent more plant-based milk than millennials.

"College campuses feed the consumers of tomorrow," Sharon Olson, co-founder of Y-Pulse, told Civil Eats in an article about seafood alternatives rolling out in dining halls. 

"These students are developing habits of a lifetime, including products they'll look for when they graduate."


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Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself. 

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PBN Contributor:

Diana is a London-based writer dedicated to bringing you the latest updates in ethical consumerism and plant-based nutrition. She is a recent media graduate with extensive journalistic experience, and writes in hopes of changing the narrative. You can follow Diana on Instagram and Twitter @dianalupica

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