Vegans are people who follow an exclusively plant-based diet, excluding any foods of animal origin, such as meat, fish, eggs and dairy products, as well as products such as honey. There are variations of the plant-based diet: Lacto-Vegetarians include dairy products, while Lacto-Ovo-Vegetarians also consume eggs. The growing popularity of these dietary choices has led many people to integrate more plants into their diet, adopting a “flexitarian” lifestyle, which emphasizes vegetarianism but occasionally allows the intake of animal proteins. Although veganism has been gaining attention in Italy for a few years, it is interesting to note that the Vegan Society was founded in 1944 and World Vegan Day has been celebrated every November 1 since 1994 thanks to activist Louise Wallis.

In the last six months of 2024, demand for discounted vegan products increased by 249% compared to the same period of the previous year, according to a survey by DoveConviene Shopping Observatory. 75% of Italians said they wanted to integrate vegan foods into their diet, but access to discounts and promotions remains a key factor: 80% of respondents buy these products mainly when there are offers.

Interest in a vegan diet extends across the peninsula, with the most active regions in this trend including Sardinia (+800%), Umbria (+400%), Veneto (+233%), Basilicata (+200%) and Trentino (+150%). The motivations behind these choices are diverse: 70% of survey participants indicate the desire to contribute to safeguarding the environment by reducing the ecological impact and respecting animals. 51% are motivated by the search for personal well-being. The quality of products also plays a fundamental role: 70% of Italians look for vegan foods with a good nutritional profile and 48% prefer those free of harmful substances.

As for favorite products, legumes (65%), cereals (44%) and plant-based milk and yogurt (35%) are among the most popular. Ready-made plant-based foods are also attractive for their convenience (28%), along with protein substitutes such as seitan and tofu (19%).

In the food industry, emerging trends include plant-based approaches and technological innovations in agriculture that aim to reduce greenhouse gas emissions. Restaurants are starting to adopt sustainable practices such as vertical farming to grow fresh ingredients. In this context, many restaurants in Rome and Milan will participate in special initiatives on the occasion of World Vegan Day with menus dedicated to vegan cuisine. The vegan diet offers a wide range of culinary options through endless combinations of ingredients that allow for tasty and varied dishes.

Veganism is not just about food; it is also an ethical commitment to animals and the environment. The history of veganism dates back over two thousand years with philosophers like Pythagoras and Siddhartha Gautama encouraging a life free from cruelty to animals. In the 1900s, the modern definition was solidified by pioneers who created a community dedicated to the vegan philosophy. Today, this vision continues to evolve with the goal of emancipating animals from human exploitation through sustainable practices and plant-based alternatives.