Vegetarian Month, celebrated every January, started in the UK in 2014, is intended to encourage non-vegetarians to try a vegetarian lifestyle for a month and hopefully hop on the vegetarian bandwagon. The month marks the start of a new year and aspires to help people who have made lifestyle changes take a pledge to improve their health while doing their bit for the planet.
Since its inception, it has grown in popularity, with many brands offering vegetarian options to their customers. One of the indicators of its success is that, following the trend, KFC launched its vegetarian chicken burger in January (Vegan Month) 2019. In fact, in 2022, more than 6,29,000 people from 228 countries have joined the movement. It is a record and testament of people’s willingness to change and adopt sustainable practices.
The vegetarian lifestyle is also prominent in India, with celebrities such as Virat Kohli, Anushka Sharma, Sonam Kapoor and Shahid Kapoor among others. However, the universe may still be unclear as to what veganism is and the benefits and challenges of this life choice. Here is an analysis of the importance of vegetarian month and the nuances of vegetarian life.
What is vegetarianism?
Are you hesitant to go vegetarian because you think vegetarians only eat salads and leafy produce? If your answer is yes, then you are not alone. Thousands of people follow this misconception. “Vegetarians consume a predominantly plant-based diet, but with companies – offering imitation meat products – entering the market, one does not have to compromise on taste or quality to become a vegetarian. Plant-based With a wide range of food items like Sausages, Kebabs and Tikkas, One doesn’t miss out on eating meat while making healthy choices and saving the planet, says Sandeep Singh, co-founder of Blue Tribe Foods.
Substitutes for other products such as cheese, dairy and honey are also available. Additionally, restaurants around the world are now offering vegetarian menus to choose from. The trend is thrilling the fashion sector too – most labels offer cruelty-free cosmetics and apparel options. In short, today’s modern times vegetarians are spoiled for choices and no longer need to curtail them in taste or style.
Why choose vegetarianism as a lifestyle?
An analysis of the reasons for choosing vegetarianism as a lifestyle can help those who are still on the edge and consider the effort futile. Researchers around the world have repeatedly stressed that giving up meat is the healthiest option. “It is the best way to include more fruits and vegetables in your diet. Vegetarian options are usually low in saturated fat and triglycerides, thus keeping you away from diseases like diabetes, cardiovascular concerns and obesity,” says Singh Huh.
Proponents of asceticism also advance arguments based on ethics. The fashion industry today is widely criticized for the damage it causes to the environment. For example, gallons of water go to waste making your favorite sand-blasted jeans. Additionally, millions of animals suffer due to laboratory testing of cosmetics and the demands of the meat industry. For example, cows live in pitiable conditions as their calves starve for milk supply. Same is the case with poultry birds and animals killed for meat. You can contribute towards ending the suffering of all these animals by making a simple choice – going vegan.
Another reason to go vegetarian is that it helps make the planet a better place to live. “The meat industry is responsible for a large portion of the emissions of greenhouse gases globally. Cattle raised for meat are used to supply food, contribute to deforestation, air pollution (since trees are usually used to clear the land, etc.) are burnt for agriculture), and thousands of acres of forest land are cleared for soil pollution,” Singh said.
investment in this sector
Given the popularity of the trend and the environmental, ethical and personal implications of using meat-based products, investors are increasingly turning to this space. For instance, global icons like Jay-Z and Leonardo DiCaprio have invested in vegetarian start-ups in this segment. Indian brands offering vegetarian options include household names such as ITC, indicating the sector’s phenomenal growth potential.
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As the plant-based meat category continues to grow, an increasing number of brands are focusing on innovation and product development to ensure that plant-based foods contain fewer preservatives, enhancers and additives. “We are seeing major investments in R&D and product development towards a nutrition-focused approach of providing cleaner and smaller labels to meet the growing demand from early adopters for healthier options. It is expected to be a focal point for many existing as well as upcoming brands, says Manasi Virmani, Communications Manager, Good Food Institute India.
Indian consumers are also very price sensitive and reducing the cost of plant-based products will be the key to sustained and repeated purchase and consumption of these alternatives. Abhay Rangan, Founder, OneGood A brand that prides itself on providing affordable and accessible alternatives to traditional dairy stocks, “Value parity is paramount if our movement is to grow beyond an initial, high-trust set of customers. It is very possible to be able to overcome the price of an animal product – plant based ingredients are more efficient, as input “costs” such as water, energy, etc are inherently lower for animal ingredients. In a value conscious society, being able to provide high-quality, affordable plant-based nutrition is the only way to grow this category”.
To work towards achieving price parity and cost reduction, localization of end-to-end value chains, optimization of capital flows to the region, enhancement of manufacturing capabilities and process infrastructure to achieve economies of scale And finally, continued government support for R&D and talent development will be critical.
Veganuary Month is a time to celebrate the environmental consciousness that people around the world carry within themselves. It is time to make the right choice and take steps towards realizing the dream of a healthy body, living on a well taken care of planet that we share with our four legged friends. Vegetarianism as a lifestyle is gaining prominence and attracting investors. The entire ecosystem, including economic players, is aligning to undo the damage caused by over-reliance on meat products. It’s time for you to step up in the game and save the planet from further harm.
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