The global rise of veganism has created a perception of plant-based products as environmentally and ethically superior. However, the phenomenon of greenwashing—misleading claims about sustainability—has also infiltrated the vegan market, raising ethical concerns. In both global and Indian contexts, this issue highlights the complexities of ethical consumerism.

The global vegan food market is witnessing rapid growth due to increasing environmental awareness, health-conscious consumer behavior, and ethical concerns surrounding animal farming. As of 2024, the market size is estimated at around US$ 17.58 billion.  It is expected to grow significantly, reaching the US$ 65.4 billion mark by 2030 with a CAGR of approximately 10.41%​.  North America leads the market with substantial revenue due to high awareness about animal welfare and environmental sustainability.

Asia-Pacific is the fastest-growing region, driven by rising awareness among the younger population and increasing availability of vegan products, particularly in countries like India and China. In India, where veganism is tied to cultural traditions like vegetarianism, there is significant potential for plant-based alternatives to address environmental challenges.

 As per the MoEFCC, a transition to plant-based diets aligns with India’s goals under the Paris Agreement. India’s vegan food market size has been expected to grow at the rate of 10.04% between 2024-2032 and is expected to become around US$ 3.47 billion by 2032.  

Concerns about environmental sustainability and the role of livestock farming in greenhouse gas emissions are motivating consumers to shift to plant-based diets. Increased demand for healthier, cruelty-free food options that offer nutritional benefits has also fuelled the growth of this market​.

Studies by global institutions like Stanford University indicate that transitioning to plant-based diets can significantly reduce greenhouse gas emissions and improve land use efficiency. However, achieving these benefits requires transparency in production practices and supply chains. Many instances highlighted the challenge of distinguishing genuine eco-conscious products from marketing tactics.

To counter greenwashing, the global community must strengthen regulatory frameworks and educate consumers about identifying credible eco-labels while questioning vague marketing claims. The ethical promise of vegan products can only be realized through stringent accountability. Thus, the combined effort from policymakers, businesses, and consumers is needed so that veganism remains a genuine force.