When Vegan Goes Mainstream

Plant-based eating is gaining traction among the 98 percent of Americans who don’t identify as vegans but are attracted to the cuisine’s health and environmental benefits—not to mention its cool factor.
A 2015 survey by market analyst Mintel found that 61 percent of consumers say they enjoy menu items that heavily feature vegetables (which jumps to 75 percent among 25–34-year-olds). The use of vegetables as an ingredient also increased 5 percent between 2012 and 2015, led