The start of a new year is an invitation to reflect, renew habits and explore trends that promise to transform the way we live. One of the most prominent in recent years is the adoption of vegetarian and vegan diets, which have gone from being a passing ‘fad’ to representing a significant change in people’s relationship with food. This phenomenon, driven by a growing interest in personal wellbeing and the preservation of the planet, culminates in a new year that can be conscious and sustainable eating presented as a wise choice.
A Statista report estimates that the global plant-based and sustainable food market will be worth $77.8 billion by 2025, growing at an annual rate of 9.6%. This increase reflects consumers’ growing commitment to their health and the environment, marking an evolution in eating habits.
Vegan brands conquer the Christmas table and sustainable food sets the trend
Christmas parties, traditionally dominated by dishes such as stuffed turkey or lamb, are seeing a transformation thanks to innovation in plant-based products. Even the most conservative households have begun to incorporate these options on their tables.
A clear example of this is the Spanish company Heura, a pioneer in the development of vegan alternatives, which in 2023 made a significant impact with viral campaigns where families tried its products without noticing the difference with those of animal origin. These strategies not only highlight the quality of the products, but also promote food sustainability as an essential value in celebrations.
Another clear example is the Spanish company Hello Plant Foods, which continues to revolutionise the market with its innovative Fuah! vegetal, an alternative to foie gras that combines sustainable food with taste and accessibility. By the 2024 holiday season, the company plans to sell more than 110,000 units of its flagship product, almost quadrupling the previous year’s figures. In addition, this growth is reflected in its impressive national distribution, with a presence in around 1,000 points of sale and channels such as supermarkets, specialised shops, restaurants and online platforms.
Sustainability: a key pillar of modern food
Food sustainability has moved from being a fringe concept to the centre of the global conversation. According to the Food and Agriculture Organization of the United Nations (FAO), one third of the food produced in the world is wasted, which has a significant environmental impact.
In addition, food production accounts for a considerable proportion of global greenhouse gas emissions. Thus, the livestock sector is responsible for 14.5 % of these emissions, while plant-based foods generate a much smaller carbon footprint.
Plant-based alternatives for sustainable food: Innovation and accessibility
The development of plant-based products has made the shift towards sustainable diets more accessible. Companies such as Impossible Foods and Beyond Meat have revolutionised the market with options that replicate the texture and taste of traditional meat. This has driven their adoption in both homes and restaurants around the world.
The steady increase in the market share of plant-based foods is remarkable and makes it clear that this change is here to stay.
Julie Emmett, Senior Director of Retail Partnerships, PBFA
Starting the year with sustainable eating habits
Christmas and New Year are ideal times to reflect on our habits, even in the kitchen. Replacing typical holiday dishes with more sustainable options can make all the difference.
Opting for plant-based recipes not only reduces the ecological footprint, but also promotes values such as inclusiveness by offering an alternative for diners with different food choices or restrictions. Replacing minced meat with a vegan version or incorporating veggie burgers can be a good place to start when initiating change. Even take the opportunity to plan new dishes while maintaining original traditions.
Reinterpreting traditions: a gift to the planet
The transition to a more sustainable diet does not mean renouncing our traditions, but rather interpreting them in a conscious way. By adopting plant-based alternatives, we can enjoy our celebrations while caring for the planet and fostering a culture of respect and responsibility.
With a commitment from consumers and producers, 2024 could be the beginning of a food revolution that advocates a more conscious, ethical and responsible way of eating.
