The Whole Foods Market in Sugar House stocks thirteen different brands of milk alternatives. The options include: soy, almond, coconut, cashew, rice, hazelnut, macadamia nut, pecan, flax, hemp, banana, and pea. The options for milk alternatives far outnumber the dairy product options. In the last year, plant-based food sales have increased by 20% (Nielson, 2018). This is largely the result of the enormous presence of vegans and vegetarians in the media. Social media platforms such as Facebook and Instagram are filled with users sharing meat free recipes. Food blogs, cookbooks, and television shows preach concerns about health implications, animal treatment, and environmental impact of meat heavy diets. With the extended media coverage, one would expect an increasing number people with plant based diets. How does the actual number of vegans and vegetarians in the U.S. compare to their social presence?
On college campuses especially, topics about the social implications of food choices are discussed constantly and almost all events on campus offer vegan food options. However, a recent Gallup poll suggests that despite the constant media coverage, this may not be the norm. In a 2018 telephone survey, people self reported that they were vegetarians only 5% of the time compared to 6% in 1999 (news.gallup.com). Despite recent media coverage and food science advances in meat alternatives, rates have remained steady and even decreased in the last 17 years.

There is a common trope of vegans and vegetarians being particularly outspoken about their diet choices. This could partially account for their overwhelming media presence. In addition, opponents to meat-free lifestyles berate veganism for threatens the status quo and frequently engage in discussion in public forums, which further increases the perceived presence. Despite the fact that more information and pressure is present than ever before, the rates of vegetarianism and veganism have remained relatively steady. A reason for this could be that many people are “flexible” in their abstinence from meat, and thus may not fully identify as vegetarian. Meatless Mondays and flexitarian diets should also be considered. A further study could look into the qualifications are for people to give themselves the title of vegetarian.
References
Gallup, Inc. (2018, August 01). Snapshot: Few Americans Vegetarian or Vegan. Retrieved from https://news.gallup.com
Nielsen Data Release 2018. (2018). Retrieved from https://plantbasedfoods.org/consumer-access/nielsen-data-release-2018/
MorningStar Farms Has a Plant-Based Burger for Every Palate. (2018, September 07). Retrieved from https://www.gfi.org/plant-based-burgers-one-size-does-not-fit





