Study Uncovers Potential Roots of Anti-Vegan Sentiment: Is Envy a Factor?
Researchers have investigated the underlying reasons for negative attitudes towards vegans, suggesting that resentment from meat-eaters might stem from envy. A new study explores the complex dynamics surrounding plant-based diets and societal perceptions of veganism in Europe.
Exploring the Perception of Veganism in Europe
A study conducted by academics at the University of Vaasa in Finland sought to delve into the persistent disapproval of vegan diets across Europe. To understand this phenomenon, the research team engaged 3,600 participants to gauge their opinions on individuals who favour meat alternatives.
Conflicting Views on Vegans Revealed
The study’s findings presented a nuanced perspective. Participants acknowledged vegans as environmentally conscious and health-oriented individuals, worthy of respect. However, contradictorily, veganism was also associated with feelings of unease, jealousy, disdain, and animosity.
Dr. Roosa-Maaria Malila, a study author, stated, ‘The act of consuming meat and its substitutes is a highly sensitive social issue. Our research indicates that individuals who opt for plant-based choices are perceived as different socially – and not in a positive light.’
Scientists explore reasons behind negative perceptions of vegans, hinting at possible envy from meat-consumers (stock image)
Vegans are perceived as both admirable for their health and environmental consciousness, and negatively, arousing feelings of fear, envy, contempt and anger.
The Rise of Veganism and Persistent Stigma
Statistics from Statista indicate that in 2023, Europe was home to approximately 6.62 million vegans. Projections suggest a significant increase to 8.25 million vegans by 2033. Despite this growing trend, veganism continues to face social stigma, prompting the researchers to investigate the underlying causes.
Methodology: Shopping Lists and Perceptions
In the study, participants evaluated fictional consumers based on their grocery shopping lists. Three distinct shopping lists were created. Each list included five common food items – pasta, bread, apple juice, carrots, and bananas – but differed in their protein sources, featuring either animal-based, mixed, or exclusively plant-based options.
For instance, one basket contained minced meat, processed meats, and sausages, while another included chicken pieces and vegetable sausages. The third list was strictly plant-based, featuring items like vegetable dumplings and vegan sausages.
Vegan population in Europe is projected to reach 8.25 million by 2033, up from 6.62 million in 2023 (stock image)
Study Findings: Admiration Mixed with Negative Emotions
Study results showed that participants viewed individuals choosing vegetarian food options as environmentally responsible, health-conscious, and ethical. However, these same participants were also more inclined to express feelings of fear, envy, disdain, and anger towards these fictional vegetarian consumers.
Dr. Malila further noted, ‘Participants even indicated a desire to behave aggressively towards vegetarians or exclude them from social settings.’
Reflecting Societal Climate and Consumption Habits
Researchers suggest these findings mirror the ‘current societal atmosphere.’ Dr. Malila explained, ‘The conflicting feelings towards vegetarians reflect the prevailing environment in which the necessity of reducing meat consumption for ecological reasons is widely understood.’
She added, ‘Changing established eating patterns is not straightforward. This difficulty can manifest as frustration, directed toward those who are already embracing change. Concerns about sacrificing perceived benefits also contribute to negative sentiments, even if a vegetarian diet doesn’t inherently require compromise, but public perception might suggest otherwise.’
The Decline of Vegan Food Sector: Companies Navigating a Shifting Market
RESTAURANTS
NEAT BURGER
The plant-based burger chain, backed by Lewis Hamilton and Leonardo DiCaprio, closed four of its eight UK locations in December. The company reportedly experienced a 140 percent increase in losses in 2022, leading to the closure of stores in Liverpool Street, Canary Wharf, Oxford Street, and Westfield Stratford.
V OR V
This Sheffield-based restaurant, recognized with multiple awards since its 2019 opening, announced its closure in November 2023.
HARMONIUM
In April 2023, Edinburgh’s vegan bar and restaurant, Harmonium, ceased operations citing ‘incredibly difficult trading conditions.’
VURGER
The Vurger Co vegan restaurant group entered administration after narrowly avoiding collapse in July 2023.
VGN BOULEVARD
The Stourbridge eatery closed in 2022 due to financial pressures.
PLANT HUSTLER
This Boscombe-based restaurant made the decision to close in October 2022 due to financial challenges.
VGN BOULEVARD
The Coventry Street, Stourbridge location, previously recognized as a top 10 vegan restaurant nationally for its vegan fast food, succumbed to financial strain in September 2023, attributed to the Covid pandemic.
NOMAS GASTROBAR
This Macclesfield restaurant began serving meat in January 2024 due to insufficient vegan patronage.
DONNER SUMMER
The Sheffield restaurant closed its doors in March 2023.
VAD’S
This takeaway, known for pioneering vegan junk food, closed in July 2023.
FROST BURGER
The Liverpool vegan burger restaurant shut down in September 2022.
SEITANS CORNER
This highly-rated Bristol restaurant announced its closure in October 2022, citing a ‘difficult decision to move on’ after planned renovations.
V REV
One of Manchester’s original and popular vegan eateries closed in December 2022.
FOOD PRODUCTS
VBITES
Heather Mills’ vegan food company entered administration due to increasing operational costs, despite being a leading UK vegan food manufacturer.
VEGAN KIND
The Vegan Kind, the UK’s largest online retailer specializing in plant-based products, ceased operations in November 2022 due to the cost of living crisis.
HECK
Yorkshire-based sausage producer Heck reduced its vegan product range from ten to two items – burgers and sausages. Co-founder Jamie Keeble stated that ‘the public wasn’t quite ready’ for the broader range, emphasizing the need for commercially viable products.
PRET A MANGER
Pret a Manger reduced its vegetarian and vegan-only store count to just two, acknowledging that many customers do not identify as ‘full-time veggies.’
INNOCENT
The beverage company discontinued its dairy-free milk line, citing low consumer uptake.
TOFOO Co
The Tofoo Co, offering various tofu products, experienced a 42.9 percent decrease in sales volume.
PLANT & BEAN
This Lincolnshire-based vegan food production company entered administration in May 2023.
BEYOND MEAT
Beyond Meat, a prominent player in the alternative meat industry, has seen declining revenues since the previous year, with projected annual sales falling to $330 million, down from a $461 million high in 2021.
MEATLESS FARM
Meatless Farm, based in Leeds, became another casualty, making its 50 employees redundant and entering administration in August 2023. The company, established in 2016, achieved £11 million in sales for plant-based products in 2021 but struggled with reduced demand for meat-free options. It was subsequently acquired by vegan frozen food company VFC.
OATLY
Oatly has removed its dairy-free ice cream from the UK market.
NESTLE
Nestle withdrew two of its plant-based brands from UK stores due to insufficient consumer demand. The corporation also announced the removal of its Garden Gourmet and Wunda plant-based brands from retail in the UK and Ireland in August 2023, following disappointing sales figures.
THE VEGETARIAN BUTCHER
Unilever’s The Vegetarian Butcher experienced significant product line reductions, while meat-free mainstays Quorn and Linda McCartney’s saw sales declines of 6.6 and 6.7 percent, respectively.
