As the world is harmonising socially more and more, people are becoming increasingly interested in exploring new cultures and cuisines. Veganism is becoming a popular way of life among millennials. The global market for vegan products has been on a steady rise in recent years, with the millennial generation leading the charge.
While not all millennials are embracing veganism, most view the diet as one distinct choice among many. And rather than excluding meat from their diets, the millennial generation is seeking out ways to incorporate and enjoy vegetarian options more often.
In an interaction with ABP Live, Deepika Sethi, Brand Head, OMO, Ngarum & Wild, and Raw said that "salads are becoming a new norm in modern-day dining. The desire for a better living has led to a plethora of research on what to put into the body. It could begin with a Google search, but it usually ends up on a website of a restaurant with the farm-to-fork approach, much loved by the millennials."
"Restaurants that use farm-fresh food from nearby farms will benefit from the environmental consciousness of millennials. Brands should therefore be transparent and upfront about the materials they utilise to make their products. For instance, millennials will search for coffee shops that have freshly ground coffee. Even on a hectic schedule, they will make an effort to order what they know is healthy," she added further.
With the rise of veganism comes a growing interest to dig into vegan cuisines. Among millennials, plant-based renditions of classic international dishes are gaining unprecedented popularity.
"They are also developing new, innovative vegan recipes that are bringing a sweeping transformation in the culinary world. Social media has been an effective way for people to share what they are up to. Our culture of healthy eating has gone viral, which is why this audience wants to portray a lifestyle that reflects taste, creativity, and colour on social media. There have been cases where chefs and influencers posted pictures of food they were eating or cooking, which enticed customers who then visited that restaurant or made it at home," Deepika added.
"If you serve them avocado or any fruit shake made from the freshest, finest, and seasonal produce and high in antioxidants and nutrients, they will adopt it as part of their lifestyle. They will go out of their way to make sure they get the most out of it. It doesn't matter if it's food in a bowl, exploring veganism, tracing food labels, or using original flour - they are going to do what it takes to bring back the authentic OG millets," according to Deepika.
Food preservation has gone obsolete and is a thing of the past now. "If you're storing it, chances are they won't want it for a meal. New-age aggrotech entrepreneurs are making these demands possible by narrating green stories about sustainability, ethical sourcing, and fair trade (which is worth noting). There is a shift happening for sure. Millennial eaters want more than discounts and happy hours from their meals; they want food that makes them feel good inside, not just food that tastes good on the outside," said Deepika Sethi.
With more and more people becoming aware of the environmental and health benefits of a plant-based diet, it's no wonder that Millennials are leading the way in trying out new vegan dishes. "Eventually, veganism is seen as a further sustainable way of eating because of its all-rounded benefits in every sphere of life. Not just it deeply nurtures humankind but is equally life-preserving for every creature on earth," Deepika concluded.