On 7 August 2023 when the CEO of the leading US plant-based meat manufacturer Beyond Meat, Ethan Brown, told investors that net revenues had decreased 31% over the previous year, the media rushed to pronounce that we’d reached “peak veganism” and gathered further evidence of reduced sales, companies filing for bankruptcy, and consumers turning away from vegan products. Meat and Livestock Australia (MLA) confirmed, through its annual consumer survey, that Australians self-identifying as vegetarian or vegan was at its lowest figure (5%) in nearly 10 years of gathering data, down from 9% in 2021.
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