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At least in Europe (or maybe just Germany) there is increasing demand for vegan food and the main advertized advantage is that it is more eco friendly. Animal welfare is a bonus, but is more used as an argument by organic farmers pushing their animal products, eg one should drink bio milk and bio cheese from happy cows from the idyllic small family farm in your region, instead of buying from the gruesome big business factory farm industry.
https://apps.fas.usda.gov/newgainapi/api/Report/DownloadReportByFileName?fileName=Plant-Based%20Food%20Goes%20Mainstream%20in%20Germany_Berlin_Germany_GM2023-0002.pdf
Of course it sorts itself into a little bit of culture war issue here, as vegan products are more coded left/young/urban/educated/female and eating meat is more rightwing/boomer/rural/workingclass/male, and politicians pander to certain voter segments with the food they post at instagram …
https://www-derwesten-de.translate.goog/panorama/promi-tv/markus-lanz-markus-soeder-zdf-mediathek-gaeste-id300507832.html?_x_tr_sl=de&_x_tr_tl=en&_x_tr_hl=de&_x_tr_pto=wapp
… but I see at family gatherings the resigned acceptance that a vegan alternative has to be served.
Watching the rise of a nominally new Gaia-based religion to replace the remnants of Christianity in Europe in real-time is going to be genuinely fascinating. Looking at successful religions, dietary restrictions and the conspicuous observance of them seems ritualistically important in binding people together and giving them a sense of commitment. Selecting a specific day for conspicuous dietary restriction is pretty on the nose, even if Tofurkey doesn't hold quite the culinary appeal of a good ol' Catholic fish fry Friday.
I think this is also part of it. There is the "Veganuary" in January which is even tried by flexitarians/carnivores and sort of like Ramadan or catholic lent. And the dietary restrictions by the more fanatic minority have outsized influence on the more tolerant/flexible majority, which pushes culture in one direction.
It is a bit of virtue signaling (the vegan has bragging rights over the vegetarian), a bit atonment for our sins (at least eating vegan Pizza with fake cheese feels that way), good old market capitalism (aside from fake cheese many products got crazy goods. I don't care if I eat real chicken nuggets or plant based nuggets), but it is also development of a shared culture and being part of something bigger (which is universally regarded as good or at least not bad, which is nice). Also the small talk aspect, one can share recipes and cooking tricks.
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