Vegan Consumption: Insights into the Consumer-driven Emergence of the Vegan Market

Veganism represents an all-encompassing lifestyle movement that impacts the consumer’s ongoing decision-making. Through caring for both the wellbeing of oneself and that of distant others, veganism represents personal agency and empowerment in the marketplace. In its attempt to modify established cultural norms dictating acceptable engagement between humans and animals, veganism continues to grow in terms of its visibility. Through individuals adopting the lifestyle, and through the development of compliant products made available in traditional retail spaces, veganism has become an important part of future consumption discourses. Framed by the theory of Consumer-Driven Market Emergence, this chapter unpacks the organic growth of the vegan market. By delving into the early emergence of the vegan ideology, discussing examples of community entrepreneurs, and presenting market catalysts, the different phases of market emergence offer a clearer understanding of how the vegan market has come to flourish. While it is representative of a bottom-up approach to market development, veganism is suggested to have gained increased acceptance through traditional retailers and brands, which have come to legitimise this lifestyle by both carrying and developing compliant products. Actionable insights are offered to retailers and product developers, and implications for future research are suggested.