A Third Of American Vegetarians Call Themselves Vegan

Of the 7 million US vegetarians, around a third claim to be vegans. Celebrity vegans have helped drive the trend, as have the perceived health benefits of veganism, as well as ecological and animal welfare concerns. Food companies are developing vegan-friendly products like vegan pizzas and "good meat alternatives", such as vegan burritos, but some believe that vegan claims might deter those mainstream consumers who believe vegan food is tasteless. Vegan food is also attracting consumers with allergies.