From mediaindia.eu
Increased lactose intolerance, rising health consciousness & ethical concerns drive growth
India has long held the global title for the largest vegetarian population, and as of 2024, that status remains unchanged. According to World Population Review, around 276 million people, identify as vegetarians. This widespread dietary choice is deeply rooted in the country’s cultural, religious, and historical fabric, shaped by the teachings of Hinduism, Jainism, and Buddhism, as well as centuries-old food traditions.
But now, there is a noticeable shift simmering beneath the surface. While vegetarianism remains dominant, a new trend is taking root: veganism. Driven by concerns around health, sustainability, and animal welfare, vegan food products are steadily gaining traction across urban India. From plant-based milk and mock meats to dairy-free desserts, the Indian palate is beginning to explore a broader, more conscious culinary landscape, one that is still deeply connected to tradition, but looking firmly toward the future.
According to a Noida-based market research firm, India’s vegan food market, comprising fruits, vegetables, legumes, soy products, nuts and nut butters, plant-based dairy alternatives, fermented or sprouted plant foods, etc was currently valued at USD 1,468.3 million in 2024. Excluding all animal-derived products such as meat, poultry, eggs, dairy, and shellfish, the market is projected to grow at a compound annual growth rate (CAGR) of 10 pc, reaching USD 3,822.3 million by 2033.
From vegetarian to vegan
In a country long celebrated for its deep-rooted vegetarian traditions, a quiet yet significant shift is underway. The growing interest in veganism is not just a passing trend, it is being driven by a complex blend of factors.
Vishal, manager of Nature’s Kitchen, an organic product store in Lajpat Nagar, states that the recent surge in online food orders has significantly boosted the growth of vegan products in India.
“People believe that ordering food online offers a wide variety of options, with different types of cuisines and dishes available. When customers browse a menu, they often find unique and special items that may not be offered by traditional restaurants. Cloud kitchens and Zomato restaurants, in particular, provide a range of dishes that are not typically available elsewhere, making them an attractive choice for online orders,” Vishal tells Media India Group.
This shift in consumer behaviour is not happening in isolation. This change aligns with a broader ecosystem of change, where the rise of online platforms and direct-to-consumer (D2C) strategies is enabling vegan brands to reach a wider audience more effectively.
According to a report by TechSci Research, global market research and consulting firm,, digital marketing and social media are significantly influencing how consumers perceive veganism. Influencers, nutritionists, and celebrities advocating plant-based diets have helped make veganism more relatable and aspirational, particularly among younger audiences. Today, platforms like Instagram, YouTube, and TikTok are teeming with content, from easy vegan recipes and product reviews to ethical lifestyle tips, making the shift to plant-based living both accessible and appealing.
According to Daisy Malik, owner of Roots Organic and Natural store in Delhi’s Mehrauli area the rising awareness around health and the growing prevalence of lifestyle diseases such as obesity, diabetes and heart conditions are key factors driving more Indians to explore veganism. She notes that this health-conscious shift is prompting people to reconsider their diets and opt for plant-based alternatives as a preventive and sustainable choice.
“They are facing a range of health issues, many of which are now being linked to dairy consumption. In cases like cancer, one of the first things doctors often recommend is cutting out dairy. That has become one of the main reasons people are turning to veganism. The second reason is ethical, there is a growing awareness that consuming meat and dairy involves harm, and more people are beginning to question these practices and make conscious choices,” Malik tells Media India Group.
Veganism goes mainstream in urban India
This growing consciousness is not just reshaping food preferences, it is redefining how Indians shop, eat, and live. People are shifting toward plant-based diets not only for health or ethical reasons but also because vegan products are now more accessible than ever before.
Supermarkets like Nature’s Basket and Foodhall, organic stores, and neighbourhood grocers are stocking shelves with everything from dairy-free alternatives to meat-free proteins. Consumers still prefer the tactile experience of in-store shopping checking labels, inspecting freshness, and making informed choices before committing to a new plant-based pick.
Restaurants and cafés are also riding the green wave, incorporating plant-based dishes into their menus to meet the demand for ethical, healthy options when dining out. Offline retail channels are playing a key role in this shift, helping the movement reach beyond niche circles and into everyday life.
A prime example of this transformation came in July 2024, when Terra Verde Foods’ brand Plantaway introduced India’s first plant-based chicken fillet. Made from pea protein, and free of soy, it delivers 19 grams of protein and dietary fiber in a two-piece pack.
For many, like Sidhi Pandey, an Associate Electrical Engineer at McDermott International in Gurugram, veganism is more than a choice it is a necessity. Sidhi turned to plant-based alternatives due to a dairy allergy, joining a growing group of consumers who are reshaping the country’s food future one conscious bite at a time.
“For me, veganism is not just a lifestyle choice, it is a necessity. I have a dairy allergy, so turning to plant-based alternatives was essential. But along the way, I also became more aware of the health and ethical aspects. It is empowering to make choices that are good for my body and the planet,” Pandey tells Media India Group.
Pandey represents a growing wave of millennials and Gen Z consumers embracing plant-based living. According to a Rakuten Insight survey in February 2024, over 64 pc of Indians reported trying plant-based alternatives, with the highest adoption, around 70 pc among those aged 25 to 34 years. Cities like Delhi, Chandigarh, and Gurugram are leading the shift. It is not just the north, cities like Mumbai, Bengaluru, Hyderabad, Pune, Nagpur, and Chennai are also witnessing a steady rise in veganism.
Fad or a lifestyle change
But the rise of veganism in India is not easily boxed into one category, it truly depends on the individual. For some, it is a necessary lifestyle choice rooted in personal health conditions such as dairy allergies, or influenced by cultural and religious beliefs that discourage meat consumption. For others, the shift is driven more by current trends or social influence, as veganism becomes increasingly visible and endorsed across social media and urban culture.
“Is this rise of veganism a genuine lifestyle shift? Yes, there is no problem in it,” adds Vishal, highlighting the sincerity with which many are embracing plant-based living. However, experts also caution that the popularity of the term “vegan” may sometimes overshadow the need for nutritional awareness.
“They only want to see the name ‘vegan.’ They are not bothered by how many preservatives are in it, or what is actually in the product things they might not personally want to consume, People are trying to avoid dairy, but to create these substitutes, manufacturers often have to add preservatives, colours and emulsifiers to enhance shelf life. To my mind, that is not ideal, but it is an individual choice,” adds Malik.
Allergies, too, vary widely. While a vegan diet eliminates common allergens like dairy and eggs, it often includes ingredients like soy, nuts, and gluten, which may trigger reactions in sensitive individuals.
Ultimately, the demand for vegan products is a mix of both lifestyle changes and trends. What is clear is that plant-based living is here to stay, although how each person engages with it can differ vastly.
Still a young industry
Despite its rapid growth, fuelled by rising disposable incomes, urbanisation, and shifting consumer preferences India’s vegan and plant-based food industry is still finding its footing. Several hurdles continue to shape its evolution, from the absence of standardised regulations and reliable sourcing to the challenges of manufacturing at scale. Affordability and taste remain sticking points, as does the need for better cold chain infrastructure and greater public awareness around the nutritional value of vegan alternatives.
According to Gupta, one of the biggest roadblocks is the dominance of street-side food culture. “The stalls on the roadside, they are offering the exact opposite kind of food. Most of these street-side vendors don’t maintain proper hygiene, and the quality is quite poor. Admittedly, the prices are lower, but that comes at a cost. So, there is certainly a gap in the market when it comes to clean, affordable, plant-based options,” adds Vishal.
However, according to Malik, replicating the taste and texture of traditional dishes remains a major challenge, and the inconsistent quality of plant-based products continues to highlight the limitations of the industry.
“People are trying to discover different ways of making and substituting traditional foods, so it is going to take some time, there are still several limitations, like delivery systems, product shelf life, and expiry concerns. Plus, many vendors are based in places like Bengaluru, and transporting products all the way to Central Delhi adds to the cost and complexity. These logistics are a real challenge for the industry right now,” adds Malik.
As Gupta and Malik highlight, the rise of veganism in India presents both opportunities and challenges. While demand for plant-based products grows, issues such as logistics, inconsistent quality, and the dominance of street-side food culture hinder progress.
https://mediaindia.eu/business/the-green-shift-veganism-gains-ground-in-india/
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