Rome, January 2025 – The Osservatorio VEGANOK will play a pivotal role at SIGEP 2025, the premier event for the sweet food service sector. The focus will be on identifying emerging trends, analysing market dynamics, and assessing the impact of vegan products showcased at the expo.
Aligned with its commitment to supporting businesses and professionals in transitioning towards a more sustainable future, the Osservatorio will present updates, strategic data, and in-depth analyses of the opportunities and challenges within the vegan market. SIGEP offers the perfect opportunity to outline the future of this rapidly growing sector.
The Vegan Market: growing numbers
According to data analysed by the Osservatorio VEGANOK, plant-based ice cream is witnessing significant growth. A 2023 report by the Good Food Institute revealed a 17.3% increase in Italy compared to 2021, followed by a further 6.8% rise in the first four months of 2024 compared to the same period the previous year. This trend reflects the destigmatisation of seasonal consumption and growing customer loyalty.
Similarly, the vegan patisserie sector is on an upward trajectory. Consumer interest in vegan desserts featuring organic, locally sourced ingredients and eco-friendly packaging continues to rise. The vegan panettone remains a key driver of this growth, with a 3% increase in revenue in 2024 compared to the previous year.
The five key drivers of vegan purchasing behaviour
The Osservatorio VEGANOK has identified the main factors influencing consumer choices, highlighting how, in recent years, the decision to adopt a vegan diet has increasingly been shaped by ethical, health, environmental, and cultural motivations—all deeply interconnected.
Ethics play a fundamental role. Growing awareness of the exploitation of animals in traditional food industries is prompting many people to seek more compassionate alternatives. This sensitivity extends beyond animal welfare to a broader desire for a fairer and more compassionate world.
Numerous scientific studies confirm the significant health benefits of a plant-based diet, including preventing chronic illnesses such as diabetes, obesity, and cardiovascular diseases. Veganism is not merely a dietary choice but an opportunity to enhance quality of life.
Environmental concerns form another cornerstone of veganism. Adopting a plant-based diet is recognised as one of the most effective ways to reduce one’s ecological footprint. Plant-based food production uses fewer natural resources and significantly lowers greenhouse gas emissions, offering a tangible solution to global environmental challenges.
Food technology and innovation advances have led to increasingly delicious, high-quality vegan alternatives capable of satisfying even the most discerning palates. This development has made veganism more accessible to those eager to experiment.
Social trends and influences also play a decisive role in popularising this lifestyle. Celebrities, influencers, and internationally renowned athletes have embraced veganism, inspiring millions to follow suit. Their example proves that a plant-based diet is not only a conscious choice but also a modern and aspirational trend.
These combined factors are shaping a future where veganism is no longer seen as a niche but as a growing mainstream choice central to individual and collective well-being.
Visit our team at Stand 108
The Osservatorio VEGANOK invites exhibitors and visitors to Stand 108 of TERRE DI HOROS, situato nel Padiglione SUD nell’area dedicata ai prodotti innovativi, dove il team VEGANOK sarà presente per tutta la durata dell’evento.
located in the SOUTH Pavilion within the innovative products area. The VEGANOK team will be present throughout the event, offering a unique opportunity to share visions and experiences in the vegan world. Visitors can also sample exclusive Terre di Horos products and receive a copy of the SIGEP World 2025 Special, the digital STRIPE Magazine edition, which previews trends and the future of the vegan market.
In this special edition of the Osservatorio VEGANOK Magazine, we have interviewed the most innovative companies in the vegan market in the ice cream, patisserie, and bakery sectors, uncovering trends that will shape the next 24–36 months.
Visit us at SIGEP or register to download your digital STRIPE copy to receive a free copy of the magazine.
Press contacts
VEGANOK Press Office
Website: www.veganok.com
E-mail: [email protected]
