By Nancy D'Souza

Vegetarianism and veganism are steadily growing across Canada. Less a fad, more a lifestyle choice, Canadians are increasingly becoming interested in plant-based eating and this is being reflected in retail brands and on restaurant menus. Recent data shows that 10% of the Canadian adult population consider themselves vegan and this number has doubled in the past two years. The country is ranked 9th globally as a vegan-friendly country and the government recognises the importance of this trend, allocating $153 million in funding toward the development of plant-based protein.

While brands like Beyond Meat exploded on the scene a few years ago, faux meat isn’t a rage as much anymore, with consumers opting to eat more conventional proteins like beans and lentils instead of factory-made plant products that mimic the look and taste of meat. Chefs across the country are using seasonal, locally sourced produce to create vibrant dishes that showcase the beauty of the plants, and have diners returning for more.

Due to social media and targeted TV shows, the general public, millennials and Gen Z in particular have an increased awareness of climate change and its impact on the environment. Understanding the unsustainable methods of sourcing meat, and easier access to “tasty” vegan foods in the market are helping people make that easy switchover to the other side.

Toronto has a bourgeoning vegan restaurant scene, from Planta, a popular chain dedicated to Asian, burgers, and tacos, to Gia, an Italian favourite, and Fresh that has been serving up plant-based eats since 1999. A study commissioned by Protein Industries Canada (PIC) found that the global market for plant-based food, feed and ingredients is expected to surpass $250 billion by 2035, and Canada has the potential to capture 10 per cent of this market, creating an additional $25 billion in annual sales. 

Taking into consideration the growing interest from consumers, as well as rising costs and inflation, the environment, or health reasons, there are numerous reasons for Canadians to consume lesser meat and plant-based foods, which is a huge opportunity for the market.