In the last 5 years, food & beverage product launches with a "vegan" market positioning have experienced an average year on year growth of 45% (CAGR, 2013-2017). This, coupled with the growing spending potential of millennials and "generation Z", increasing philosophical debates over the commodity status of animals, and the ever growing popularity of schemes like "Veganuary", have propelled veganism into becoming one of the fastest growing dietary and lifestyle trends in Europe. Yet despite this, over 90% of vegans still feel that there is a lack of choice when it comes to buying convenience foods.
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