2019 trends: The Rise of the Vegetarian Meat

Amanda Jasnowski

With the end of the year just days away, everyone’s predicting what will be big for 2018. But why stop there? From what we’ll be wearing to how we’ll be eating, take a look at WGSN’s top 9 trends for 2019 and beyond.

We’ve been tracking the rise of flexitarian lifestyles for some time, with vegetarian-inspired lifestyles – rather than strict doctrines – moving to the mainstream, as consumers cut down meat in favour of more sustainable wellness-oriented, plant-based diets

The market for alternative protein is forecast to rise to $5.2 billion by 2020, with research by JWT Intelligence finding that 74% of US and UK Millennials are willing to change their diet in order to reduce the impact on the planet

In 2017, plant-based diets continue to gain traction as flexitarians cut down on animal-based foods and start to try out meat alternatives as well as more inventive uses of vegetables. Vegetable-forward restaurants, such as New York’s Ladybird and Nix, and herbivorous ‘butchers’ like Sgaia and YamChops help to reframe meat-free options as delicious as well as healthy.


McDonalds is trialling a vegan burger in select branches in Finland. Made from a soy patty with salad and a vegan McFeast dressing, the McVegan burger is not headed for the global menu straight away. But when the world’s biggest fast-food chain embraces veganism, you know the flexitarian trend is hitting the big-time. With a less meat-heavy future ahead, it’s time to start preparing.

To see all the Top 9 Trends for 2019, click here.


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