Rise of Vegan Industry in Australian Market

This study examines the rise of the vegan industry in the Australian market. It explores the project objectives, scope, and literature review. It provides quantitative and qualitative evidence for the increasing demand for vegan menu items. Discover the growth and potential of the vegan market in Australia.

Running head:RISE OF VEGAN INDUSTRY IN AUSTRALIAN MARKET
Rise of Vegan Industry in Australian Market
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Author Note

1RISE OF VEGAN INDUSTRY IN AUSTRALIAN MARKET
Executive summary
The following study deals with the rise in the vegan market in the nation of Australia. Here, the
vegans have been practicing complete abstinence originating from utilizing animal products are
commodities or diets. There has been a massive increase in a food market, replacing the traditional
meat products in big and small scales. The demand of Australia is referred to as the third biggest
vegan market. To understand the scenario the project objectives are recognized here. Next, different
scopes are determined. Then various literatures are reviewed for the sake of the research, to
understand the scenario effectively.

2RISE OF VEGAN INDUSTRY IN AUSTRALIAN MARKET
Table of Contents
1. Introduction:......................................................................................................................................3
2. Project objective:...............................................................................................................................3
3. Project scope:.....................................................................................................................................4
4. Literature Review..............................................................................................................................4
4.1. Quantitative proof of the rise in demand for items of vegan menu in Australia:.......................5
4.2. Qualitative proves for the rise in demand for items in vegan menu:..........................................7
5. Conclusion:......................................................................................................................................11
6. References:......................................................................................................................................12
7. Appendix:........................................................................................................................................14
7.1. Time schedule for the current project:......................................................................................14

3RISE OF VEGAN INDUSTRY IN AUSTRALIAN MARKET
1. Introduction:
The vegans are found to be practicing total abstinence from using animal products for their
diet or commodities. It is seen that people following the lifestyle has been abstaining from
consuming meat or different meat-derived product (Bunting, 2016).
The following study analyzes the development of vegan industry at the market of Australia.
A notable rise in food has been replacing the meat product in small and big scales. Australia is
referred to as the third largest vegan market.
The report at first demonstrates the project objectives. Then various project scopes are
identified. Further, various prior literatures are reviewed in this study.
2. Project objective:
It is evident that the vegan industry is rising in Australia. This has been making a significant
impact financially and ethically at the worldwide level. The veganism, being a thriving and viable
industry throughout the world, more and more people are been seeking for vegan food (Souza Filho
et al., 2018). It has also included clothing options and jobs under the industry. This has been ideally
under innovative, sustainable and ethical firms. The current project includes various objectives that
are highlighted below.
 Understanding the rise in Vegan marker at Australia.
 How strategic models can created for standalone vegan grocers.
 How the consumer trends in Australia is changing for vegan market.
 In what way there has been the rise in began market taking place in Australian stores.

4RISE OF VEGAN INDUSTRY IN AUSTRALIAN MARKET
3. Project scope:
There has been various scopes for the current project that are listed below.
 Determining amount of vegan and number of people in Australia. Examples can be provided
for specific restaurants about vegan versions of the means that are served by the restaurant.
Various places can be listed for buying different kinds of vegan ingredients.
 Helping Australian restaurants to veganaise few of the tasty meals
 Working with various types of restaurant chains. It is for encouraging them to incoporate
vegan options into their menus. This is also helpful to promote the elements that can make
changes.
 Establishing a “vegan-friendly commitment scheme.” Here the restaurants that comprise of
minimum of single vegan option. This is in the menu that can send the sample menu.
 Maintaining list of restaurants that has been participating in that commitment schemes and
publish that regularly. It consists of double advantage to provide the resource for
communities in helping to seek vegan-friendly foods. This is helpful to deliver the incentive
for the restaurants in getting board. This is be done through providing the resource for the
community of new vegans and vegan-curious people.
 Hosting various dinners at restaurants catering for vegans.
4. Literature Review
Vegan Australia has been found to be campaigning for additional vegan items. This is
because there are more scopes of vegans in restaurants that have been making that simpler to turn
into vegan and remain vegan. This indicates lesser amount of death and suffering for various
animals. It is better for the overall environment, enhance people’s health and decrease the pressure
on the global food resource. This has been taking small changes for making vegan food available

5RISE OF VEGAN INDUSTRY IN AUSTRALIAN MARKET
and process to develop the business. Moreover, it has been bringing in new customers. According to
Bui et al. (2017), most of vegan diet has the bonus to be cheap having higher profit margins. Here,
one might begin with few changes. However, there is small doubt that more effort investment can
lead to end up with fantastic choices for vegans. Wrenn (2016) showed that the vegans have been
representing an efficient loyal customer platform. They are further been appreciative of the scopes of
vegan scopes. These are delivered with just a word of mouth. It has been spreading fast under the
vegan community of Australia.
4.1. Quantitative proof of the rise in demand for items of vegan menu in Australia:
Wallace (2016) mentions, “Australian Dietary Guidelines” indicates 4 % of the respondents
at “National Nutrition Survey” referred to themselves as vegan or vegetarian in 1995. The
questionnaire of food frequency has been recorded only by 2% have been consuming no amount of
animal products. Further, apart from this, 2% of them have been restricting the overall of
consumption of animal foods. At Australia animal product consumption that is calculated as calories
has fall about 20% from 1960s. As per Roy Morgan Research analysis done in 2016, there has been
over two million numbers of Australian people that has been almost vegetarian. White (2018)
analyzed that this data shows about 10% of that population and an increase of 15% on the past four
years. This has been demonstrated that almost 10 million of the people have been consuming less red
meat. This assures that they have been catering enough for this growth in this area of customer
segment, potentially lucrative.
Phillipov (2016) highlighted that analyzed that about 15% of the Australian people said that
have intended or avoided red-meat in 2016. This investigation also showed that the marked rise
launches of vegan food products. During a media release in 2016, it was seen that 2% or 480,000
Australian people has been observed to be vegan. As per Euromonitor International, the nation is

6RISE OF VEGAN INDUSTRY IN AUSTRALIAN MARKET
regarded as the third-fasted growing marker for vegans. Moreover, in 2015, the market of packaged
vegan food has been writing about 136 million dollars. Additionally, there has been rise in amount of
firms that has been expanding their appeal of consumer through remaining way from various animal
ingredients in different possible sectors.
Bray, Buddle and Ankeny (2017) have indicated some figures that are included in the
campaign of Mercy for Animals restaurants. There are different non-vegetarians often found to be
offering meals at various restaurants that has been developing drastically. Potts (2016) has shown
that about 55% of the restaurant-goers has been ordering items while dining out. Here, the eco-
conscious and healthy population has been found to be contributing to the rise of 1.2 billion market
for vegan goods that includes meat substitutes, cheese, egg and mainly dairy. This has jumped from
63% till 2005. Moreover, 20% of adults have favored restaurants with various restaurants as shown
in Gallup Organization Poll. Besides, 35% of the adults has been 45 to 64 has been daily consuming
vegetarian mil and food alternatives like soy and rice milk according to “Mintel Consumer
Intelligence Survey”. Further, it is also observed that the non-vegetarians have been making up about
80% of the clients purchasing replacements of meat from Gardenburger. This has indicated various
one selling brand of many meatless burgers. Apart from this 25% of the non-vegetarians has been
consuming alternatives of meats as per Washington Post.
Brownbill, Millerand Braunack-Mayer (2018) highlighted that according to Mercy for
Animals, the Americans has been found to be adjusting their eating habits in steady way. Further, the
market for products of vegetarian food has been growing from 640 million dollars in 1998 to 1.6
billion dollars in 2003. Lavers, Hutton and Bond (2018) analyzed that the group of the vegans can be
considered as the quickly growing segment of the entire vegetarian population. Moreover, the
amount of people who have been ordering vegan food at restaurants has been rising in exponential

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way. Le (2018) examines that about 25% of American people are found to be highly interested in
vegetarian foods. Influences by rise in number of awareness of what has constituted the healthy
eating habits. Besides, there has been abundance of young people eradicating various animal
products from the diets. Additionally, there have been young people involved in tremendous power
of buying along with carrying the overall consumer habits to adulthood. Lee and Lambert (2016)
examines that one out of 5 college students at Australia has needed vegan meals has been offered on
campus. Next, one million school going children has been approximately no eating red meat, poultry
or any fish.
As per the survey research done in 2017k by GlobalData, it was found that 7% of Australian
consumers has been claiming to vegan. This popularity has been most abundant among the younger
ones, especially among millennials, which the largest generation of the world. However, it was seen
that interestingly 40% of the global consumers has been consuming poultry, fish and meat once on
every week. Though the report has not been covering Australia, However, same trends in direction
have been likely there.
4.2. Qualitative proves for the rise in demand for items in vegan menu:
There have been various additional indications demanding for the vegan menu items are
rising. As per the article by Janssen et al. (2016), there have been lots of activities in Australian
media. There has been huge exposure of Australian animals of cruelty under the live animal export
industry and various sectors. This has heightened the people’s awareness of issue of various kinds of
animal welfare. This investigation to live animal export has generated 40,000 media stores. This
analysis to live export of animals has gave rise to 40,000 media stores. According to “Animal
Australia” they have revealed that no other research has inspired more individuals for turning to be
vegetarian. Here, for instance in the investigation done by “Final Moments,” it has been asked the

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readers to go for a couple of pledges. As per Sarmiento & El Hanandeh (2018), there has been
various exclusively vegetarian restaurants already across Australia that has been found to be trading
successfully. Here, many of them have been found to making trade for last decade, and the number
has been found to rising every year.
Moreover, the rise in vegan industries including clothing and food and many more, is found
to be rising with the rise in demand as per Buddle, Bray and Ankeny (2018). Dilworth andMcGregor
(2015) mentioned multiple restaurants that are non-vegan has a vegan section in their menu. Few of
them have consisted of dining establishments. Further, in Sydney, the Otto Ristorante have consisted
of the menu of vegan degustation. Next, the Café Sydney has consisted of impose menu for vegans.
Moreover, few restaurants have various scopes of vegan food listed in the “allergy” list. Here for
instant, the food allergy chart of Montezuma's Mexican restaurants' at Australia can be considered.
Lindberg, Nichols and Yam (2017) stated that the Aussie restaurants embrace meat-free’s new
article. Here, one of the chefs has revealed that there has been negative publicity for the restaurants
that have not looked after their various types of meat-free guests.
Sih, Cappo and Kingsford (2017) showed as more Australian women has moving for vegan
bandwagon. They have required knowing the dangers of the trendy diets. Moreover, it has been
backed by market research organization of Euromonitor International that predicted that within
2020, the packaged vegan food market of Australia would be worth about 215 million dollars.
However, van Klinken et al. (2015) shows the underpinning concerns regarding animal welfare as
the outcome of current debate on poultry standards has been playing a part. This is the task for the
people to control the weight. Apart from this, the social media has been of huge influence with the
rise in vegans meals that are beautifully presented. They have been bursting with different color
plastered over various blog sites and Instagram. Aussie restaurants have found to be embracing the

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trend with many who have been offering the options that are vegan-friendly. Moreover, the
restaurants has been flexing to meet the necessity. Due to the mania of gut-microbiota has been
taking the hold, they have been going to exacerbating the necessity. Hence, Dilworth and McGregor
(2015)describes the situation as the tip of the iceberg.
However, it is can be also warned that the cutting the meat out of that diet totally must not be
done apart for any medical consultation or planning. They have also warned that the vegans has been
falling under the trap to ear processed vegan-friendly foods like various vegan packaged sausages.
This is commonly higher in salt and sodium. This is what, that is found in the nature. It is seen that
between 2014 and 2016, various food products are been launched in Australia. They have been
carrying the claim of vegan that rose by 92% as the “Food Revolution Network.”
As per various environmental teams like WWF, this huge growth of the soy crops across the
globe in the previous decade, mainly for feeding animals has resulted in the issue of mass
deforestation. As veganism has been blooming in Australia, it has consisted of various people who
been voluntarily going for avoiding food remains to be gluten. Janssen et al. (2016) have found in
their research that avoidance of gluten has turned into common for younger people who have been
more self-aware of the impacts the food in their body. From these decisions on various symptoms
that self-reported like bloating, Lee and Lambert (2016) have detected an after eating gluten.
Further, they have been more prone to detecting symptoms of various other kinds of foods like dairy
and eggs. They have put that down to the rise in accessibility to various food information especially
over the Internet. However, it must be reminded that with the rise in information, the rise in danger
has also been generating. As one actively go for avoiding particular foods, he can end up with a
restricted diet. This indicates that he is not getting the total consumption of nutritional requirements.
This is dangerous for many people who do not have proper guidance.

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Hence, the constant proliferation of the business of vegan food in the previous year
shows that the movement has been just started to begin. 2016 has been found to be hailed as the year
of veganism. The abstinence from the usage of animal and dairy products has been seen as an
effective cultural practice. However, the rise in popularity indicates the consumption o those food
products as been no more marginalized kind of social movement. Despite the fact that these products
has been lying in the niche market segment, this has been highly growing because of huge adoption
of global veganism. Various other factors contributing to this rising consumption of the products has
been the ecological footprint and various types of abstinence from cruelty on animals. These
alternatives of diary and meat that are plant based has not only for vegans anymore. The mainstream
consumers are also found to be involved in enjoying the innovative scopes of current market trend.
5. Conclusion:
The above study is helpful to understand how the people at Australia are desiring for
transparency. Moreover, it is understood how there are rise in awareness for health benefits. This is
because of availability of information of Internet, media and other influences in Australia. There has
been stronger focus on quality and taste of various types of plant-based products.Moreover, there has
been greater range of scopes that are currently available in restaurants and stores. The change is seen
to be moving away conventional perceptions from the stereotypes. Thus they have brought those
diets to the mainstream. Apart from this is analyzed that consumers at Australia has been seeking
more variety, flexibility and creativity in their diets. This is done by assimilation of traditional meal
mixtures and investigating latest flavors.

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6. References:
Bray, H. J., Buddle, E. A., & Ankeny, R. A. (2017). What are they thinking? Consumer attitudes to
meat production in Australia. Animal Production Science, 57(12), 2345-2352.
Brownbill, A. L., Miller, C. L., & Braunack-Mayer, A. J. (2018). Industry use of ‘better-for-
you’features on labels of sugar-containing beverages. Public health nutrition, 1-9.
Buddle, E. A., Bray, H. J., & Ankeny, R. A. (2018). Why would we believe them? Meat consumers’
reactions to online farm animal welfare activism in Australia. Communication Research and
Practice, 1-15.
Bui, E. N., Thornhill, A. H., González‐Orozco, C. E., Knerr, N., & Miller, J. T. (2017). Climate and
geochemistry as drivers of eucalypt diversification in Australia. Geobiology, 15(3), 427-440.
Bunting, A. (2016). Fostering collective climate action against the meat industry. Green Left Weekly,
(1081), 8.
Dilworth, T., & McGregor, A. (2015). Moral steaks? Ethical discourses of in vitro meat in academia
and Australia. Journal of Agricultural and Environmental Ethics, 28(1), 85-107.
Janssen, M., Busch, C., Rödiger, M., & Hamm, U. (2016). Motives of consumers following a vegan
diet and their attitudes towards animal agriculture. Appetite, 105, 643-651.
Lavers, J. L., Hutton, I., & Bond, A. L. (2018). Ingestion of marine debris by Wedge-tailed
Shearwaters (Ardenna pacifica) on Lord Howe Island, Australia during 2005–2018. Marine
Pollution Bulletin, 133, 616-621.

12RISE OF VEGAN INDUSTRY IN AUSTRALIAN MARKET
Le, B. (2018). Cleaning our hands of dirty factory farming: The future of meat production is almost
here. AQ-Australian Quarterly, 89(4), 30.
Lee, A., & Lambert, C. (2016). Special sauce in sesame seed buns: legal strategy and public policy
in the fast-food industry. Sage.
Lindberg, R., Nichols, T., & Yam, C. (2017). The Healthy Eating Agenda in Australia. Is Salt a
Priority for Manufacturers?. Nutrients, 9(8), 881.
Phillipov, M. (2016). ‘Helping Australia Grow’: supermarkets, television cooking shows, and the
strategic manufacture of consumer trust. Agriculture and human values, 33(3), 587-596.
Potts, A. (Ed.). (2016). Meat culture. Brill.
Sarmiento, C. V., & El Hanandeh, A. (2018). Customers’ perceptions and expectations of
environmentally sustainable restaurant and the development of green index: The case of the
Gold Coast, Australia. Sustainable Production and Consumption, 15, 16-24.
Sih, T. L., Cappo, M., & Kingsford, M. (2017). Deep-reef fish assemblages of the Great Barrier Reef
shelf-break (Australia). Scientific reports, 7(1), 10886.
Souza Filho, P. F., Nair, R. B., Andersson, D., Lennartsson, P. R., & Taherzadeh, M. J. (2018).
Vegan-mycoprotein concentrate from pea-processing industry byproduct using edible
filamentous fungi. Fungal biology and biotechnology, 5(1), 5.
van Klinken, R. D., Panetta, F. D., Coutts, S., & Simon, B. K. (2015). Learning from the past to
predict the future: an historical analysis of grass invasions in northern Australia. Biological
Invasions, 17(2), 565-579.

13RISE OF VEGAN INDUSTRY IN AUSTRALIAN MARKET
Wallace, T. (2016). Crowdfunded campaign seeks to give solar hot water to poor. Green Left
Weekly, (1081), 8.
White, R. (2018). Looking backward/moving forward. Articulating a “Yes, BUT…!” response to
lifestyle veganism, and outlining post-capitalist futures in critical veganic agriculture.
EuropeNow, (20).
Wrenn, C. L. (2016). Social Movement Prostitution: A Case Study in Nonhuman Animal Rights
Activism and Vegan Pimping. Griffith Journal of Law & Human Dignity, 4(2).

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7. Appendix:
For this task, at first qualitative research is done to find the situation of vegan market at
Australia. This is analyzed through the above literature review. However, a qualitative method is
undertaken here to retrieve statistical data about the people consuming vegan products.
7.1. Time schedule for the current project:
Task Name Duration Start Finish
Understanding the vegan food market
at Australia
400 days Wed 8/29/18 Tue 3/10/20
Performing vegan food market
analysis at Australia
10 wks Wed 8/29/18 Tue 11/6/18
Analyzing internal capabilities of
Australian food market
12 wks Wed 11/7/18 Tue 1/29/19
Understanding Market Entry
Options
10 wks Wed 1/30/19 Tue 4/9/19
Assessing Spending Habits and
Preferences of Australian food market
14 wks Wed 4/10/19 Tue 7/16/19
Reviewing Consumption Trends 6 wks Wed 7/17/19 Tue 8/27/19
Analyzing the Competition of
Australian market
10 wks Wed 8/28/19 Tue 11/5/19
Outlining Strengths, Weaknesses,
Opportunities and Threats of
Australian business industry
8 wks Wed 11/6/19 Tue 12/31/19
Preparing the data 6 wks Wed 1/1/20 Tue 2/11/20
Analyzing the data collected 4 wks Wed 2/12/20 Tue 3/10/20

15RISE OF VEGAN INDUSTRY IN AUSTRALIAN MARKET
Figure 1: “Gantt Chart for the present research at Australia”
(Source: Created by Author)