Plant Based Diets in Australia: Changing Attitudes, or Diet Trend?

Adam Slevison, who has been following a plant-based diet for the past eight years, shares his perspective

For many years, veganism has been viewed an alternative diet, skirting outside the realms of simple vegetarianism into more extreme territory. As more and more information comes to light about the health benefits of cutting back on meat and the impact of animal agriculture on the environment, however, the once obscure vegan diet is entering the mainstream.

In recent months and years, Coles and Woolworths have expanded their plant-based supermarket range, and fast food outlets like Hungry Jacks have introduced a vegan cheeseburger and plant-based ‘Rebel Whopper,’ as alternatives to their meat-based burgers.

Despite the growing commercial interest in plant-based products, a survey by the ABC found that only 1% of Australians identify as vegan – which tallies at around 500,000 people nation-wide. Adam Slevison, who has been living a plant-based lifestyle for eight years, finds this figure surprisingly low. “I would expect it to be a lot bigger. Not based on my experience in the world, but in the way that I’m seeing veganism – vegan products are becoming commonplace in so many supermarkets,” he said, although conceding “in the vast majority of circumstances I would be the only vegan in the room.”

The rise of plant-based products may not be strictly synonymous with rising veganism, however. Another factor in the increase of plant-based products could coincide with an increase in health-conscious attitudes. The World Cancer Research fund and many other bodies recommend cutting our meat intake, and Australians are estimated to eat close to three times as much meat as the worldwide average. Slevison notes that “when Beyond Meat launched in Australia last year, their target wasn’t vegans, but meat-eaters trying to eat less meat.”

According to the Good Food Institute, US grocery sales of plant based products that replace animal products have grown by 29% over the past two years, while sales of plant based meat products have increased by 38%. The increased supply of vegan products and plant-based ranges is clearly supported by consumer interest, but is it a sign of changing dietary attitudes, or simply a dietary trend with a limited lifespan?

“When I’m in the supermarket and see five different brands of vegan schnitzel, each of which is going for $13.50, I really don’t think that’s going to be sustainable in the long term,” says Slevison, who has concerns about oversaturation of plant-based products on the market. “I’m quite worried it’s a bubble that’s going to burst, but hopefully there will still be some good vegan products around after that.”

For the time being, however, the growing trend towards adopting more plant-products is a sign of optimism that attitudes are changing for the better regarding reducing global meat consumption, which is beneficial to both personal health and the environment. Slevison is hopeful for outlets in Australia to continue to diversify the range that they offer, allowing those following plant-based diets to continue to enjoy the products they love, without the use of animals:

“I’m still waiting for someone to do a really good vegan brie. And I really hope that day comes soon. And if KFC is listening, if they could bring their vegan chicken to Australia some time in the not too distant future that would be excellent as well.”